The face of retail has been changing for quite some time. As consumers we are fortunate to have multi-channel opportunities to purchase nearly every product imaginable. Thanks to the wonderful world of the digital space, E-commerce has brought harmony to those not wanting to enter a brick and mortar location to purchase a product. It has also put products not readily available at local stores within arms (or even fingers) reach. Emarketer.com says that 72.6% of Internet users will buy online in 2011, so we know this is a growing area of interest.
Given that we’re in a digital world, most of us are likely to be online more than just a few times a day. (Of course, not during CBX hours…) That’s where Facebook comes in. A few years ago the social networking site launched an E-commerce platform. They are allowing brands to sell their goods on their site. Brands can sell there products in two different ways: either directly on the site – as with Gillette, Heinz and Walmart – or by bringing you to another site by clicking a link featured on the brand’s Facebook page, as with Pampers and Macy’s. If you “like” any of the sites, you will receive special offers, either on the page or via a pop-up site. Take a look at these pages:
The question for us as a branding agency is, how does packaging play out in the social media space? When a brand comes to us for a packaging redesign, we now need to design products to be successful across all media, not just on a 3-D shelf. I think it’s time for internal marketing departments to realize that perhaps packaging should not just be shrunken down and slapped on a Facebook page – let’s look at this new Facebook platform as an opportunity to create an online-specific version of its packaging.