Prior to its official UK launch in October, the Institute of Packaging Professionals (IoPP) is to host a seminar on the role of packaging in the future of the retail store, at the Museum of Brands and Packaging in London, on the evening of Tuesday 18 September 2012.
Karl McKeever, founder of retail consultancy Visual Thinking, and Dr Cathy Barnes, director of the Faraday Centre for Retail Excellence, will share their views on how the retail sector can be kept buoyant and profitable in a difficult economic climate, and the role that packaging has to play in this – the opportunities and threats ahead for the leading consumer and retail brands.
IoPP UK director Kevin Vyse says: “With technology moving so fast and consumers buying online, the question must be, will physical stores merely become showrooms?
“This will leave the retailer at a bit of a crossroads with nothing else to communicate their brand and its values other than packaging. Packaging will suddenly become the game changer!”
Dr Cathy Barnes, who will be discussing sensory perception, says: “Packaging is not just there to protect and contain the product; it is a hugely important part of the marketing mix. I will explore how we, as consumers, interact with a pack through our five senses and how a better understanding of this could help us create winning products.”
Karl McKeever adds: “Selling products off the shelves, delivering brands in-store, informing customers’ purchases: packaging’s role is crucial to any retail customer experience. I will explain how the big brands get this so right, and look at some best practice examples from which everyone can learn something.”
Kevin Vyse concludes: “Our most successful brands will be those where all those involved in packaging, whether they be marketers, designers or packaging specialists work together. This is why we are holding events like this – to bring all those involved in packaging together to share their opinions.”
The IoPP UK is dedicated to creating networking and educational opportunities for all those involved in packaging. The evening, 6-8pm Tuesday 18 September 2012, is free for IoPP members or £25 for non-members.
The IoPP UK will formally launch on 4 October at the easyFairs Packaging Innovations show, Design Business Centre, Islington, London.
