Unleash Your Senses Around the Next Generation of Packaging

by Ian Lifshitz, Vice President of Sustainability & Stakeholder Relations, Asia Pulp & Paper Canada
Sep 26, 2019 3:00 PM ET
Article

Don’t judge a book by its cover often refers to purchases beyond book-buying. Now, experts say we need to think again about this maxim because the packaging has become an important factor to consumers.

Since the late 1990s, led by business guru Bernd Schmitt, there’s been a greater understanding of how packaging enhances the purchase experience and, ultimately, consumer happiness.  Experiential marketing, also called engagement marketing, focuses on the usage experience rather than the product itself –  it promotes the product by offering a unique, and sometimes, immersive involvement.

Continue reading on CanadianPackaging.com