Analysis published by packaging company Smurfit Kappa has highlighted a significant opportunity being missed by brands fighting for shopper attention and market share in Europe’s supermarkets.
The white-paper report, ‘Marketing on the shelf – exactly how in control are you?’, reveals that, despite 76 per cent of purchase decisions being made by shoppers in-store, brands are often failing to seize upon the powerful marketing opportunity it represents.
In particular, many are missing out on the growing trend towards shelf-ready packaging as a measurable way to influence shoppers directly at the point-of-purchase, where most decisions are made to buy a brand or switch to another. Smurfit Kappa found that up to 40 per cent of a product viewed on-shelf can be made up of secondary packaging.
For further information please telephone 0622 240684 or email Lout.de.Goeij@smurfitkappa.com
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