There is an increasing pressure on the companies to enhance the sales of products despite the rapidly diminishing of life-cycles. Therefore, the necessity of developing successful new products to face the fast-spinning, global market and to stay competitive is by no means news for companies today. However, in today’s extremely dynamic demands, a company can no longer be considered successful by just creating and pushing new and successful products to the market. The distributional performance is now becoming more and more crucial once or even if a new product is to be delivered to its customer, or not.
Age of smart boxes
Even though the product design has a direct influence on logistics performance in the supply chain, the distribution is usually considered very late in the product development process. As a consequence, the product will not be designed to withstand the hazards and demands in the supply chain. The gap that arises between product characteristics and these demands can be unnecessarily big and has to be bridged by the packaging which usually is developed after the product design is decided upon. Once the product design and package design fulfill each other, the inventory becomes more versatile thanks to the smart solutions offered or found by the designers. In other words, smart boxes will occupy warehouses, shipping vehicles and stores with “a less is more” approach. Gone are the days of huge storage solutions. Welcome to the age of smart boxes.
Experience at first sight
The main purpose of logistics, in the context of supply chain management, is to move and locate inventory, internally as well as externally with maximum efficiency. To achieve this goal, the inventory is required to be ready at the right time, in the right place with the lowest cost. The product and packaging design can play a critical role to reduce the costs as mentioned above. The role of packaging is not only a necessity for the containment and protection of products from the environment but also a marketing value,” says the CEO of Makhina, Mehmet Ali Çalışkan and adds, “Tailor-made packaging and product design can also contribute to the perception of the product.” The customers now expect more than products according to Çalışkan. “They are after the experience and experience starts with the visual contact on the package design.”
Showing but not telling
Apple is an acknowledged master at creating an iconic sensory experience and this relies heavily on clean and direct method. The design is so simple that your senses are stimulated or triggered in this context, which is Apple’s one of the strongest and relatively less known skill: Showing but not telling.
Ambassador of the brand
This approach is by no means a repeatable formula to applied for each company in every situation. Depending on the demand and situation, this model or framework should be altered or modified. It’s all about getting serious about product & package design and give some serious thought to it. This can be done by studying both companies where packaging development is integrated in the product development process and companies where it is not. The impact packaging decisions have on supply chain performance can then be studied and the model may be refined. However, the companies should start realizing the importance of these subjects before it’s too late. In today’s world shaped by pandemic, the customers tend to shop online more than ever. So, you box could be regarded as the ultimate ambassador of your brand and your face.