a.b.e. Construction Chemicals has introduced new, eye-catching packaging on its popular range of products sold at hardware outlets, believing attractive packaging plays a major role in the marketing mix. 

Elrene Smuts, Product Manager: Retail for a.b.e., says: “It is generally acknowledged that packaging is extremely important when it comes to protection, storage and hygienic handling of a product. But one should also not underestimate how packaging can help sell a product. That’s why the hardware retailing trade will welcome a.b.e.’s new striking packaging which can be the most effective form of advertising at the critical point in the purchasing journey: the point of purchase.”

Smuts says a.b.e. researched what consumers were seeking in packaging and as a result concentrated, in particular, on three aspects of packaging:

Attention-grabbing: The research showed that a distinctive, unmistakable and eye-catching appearance is a signal at the point of sale to which all consumers respond positively;

Informative: Packaging that gives the purchaser relevant product information can influence decisions whether to pay a higher cost for that particular product; and

Innovative: QR codes link the buyer to the comprehensive product datasheet via the website; as well as the key feature tags and images which help the consumer to easily spot the product differences, product category and application.

“a.b.e. realises that it is vital that brand owners understand packaging’s importance and to place sufficient emphasis on packaging as it impacts sales by influencing purchasing decisions. Packaging is now also strictly controlled in terms of the Consumer Protection Act. Furthermore, a.b.e.’s pledge to promote sustainability, stated on our packaging, will also provide confidence to the consumer.