How Secondary Packaging Protects Your Product And Elevates Your Brand



Manufacturers are always looking for the best solutions when it comes to getting their products to the marketplace. From shipping to retail placement, the incentive is always to maximize visibility, increase profit potential, and  achieve a branded identity with the consumer. Secondary packaging, the process in which retail ready product is packed for shipment or bundled for retail display, is one of the prime areas in which the savvy manufacturer can achieve all three of these marketing goals.

Secondary Packaging and Shipping

Many manufacturers outsource to contract packaging firms for the final stages of packaging their retail ready products and preparing them for shipment. With the rise in transportation and fuel costs, it is vital to choose your contract packaging partner wisely. The emphasis should be on both the protection of the product during shipping, and the reduction of unnecessary packing materials. Reducing the overall weight of a shipping container can help manufacturers to save much needed money on shipping costs. As every successful manufacturer knows, reduced cost is as almost as desirable as increased profit.

The standard for most product shipment has long been the carton. Multiples of a given product would be gathered, boxed, sealed and loaded for shipment. This method provides ample protection for the product during shipment, but the added cost and weight of shipping materials has led to alternative packaging strategies. For many products, flat packing on cardboard stabilizers or in trays and shrink wrapping provides the necessary protection while reducing the overall weight of the completed package. Canned and boxed goods are particularly well suited for this method of packaging. This method is also ideal for manufacturers who wish to provide branded display ready packaging to their retail customers. Printed trays with advertising spots house the product during shipment, and serve as a display base on the the retail shelves. Giving the product an added visibility in a crowded marketplace.

Secondary Packaging and Bundling For Retail

Secondary packaging for retail has long been a part of every contract packaging service. From bags of pre-wrapped candies to buy-one-get-one-free multi-packs, secondary packaging has always been a necessary component of readying product for retail sale. New business models have pushed this form of secondary packaging to new heights, and manufacturers are fast finding that when properly utilized it can improve sales and increase their products brand recognition.

The current trends in secondary packaging for retail are a direct response to the rise of club and big box outlets. Buying in bulk allows the consumer to save money on everything from canned vegetables to mouthwash, and manufacturers can take full advantage of bulk sales by bundling their products for big box style retail sale. More than just supplying consumers with multi-packs of a given item, bundling offers a chance for manufacturers to aggressively market their product through labeling, cross promotions and increased shelf presence.

Repackaging of retail ready product also gives manufacturers the chance to incentivize purchases by offering consumers bonus items that are bundled with a related product. This method of bundling is often used to introduce new products to the marketplace, and helps manufactures to develop brand loyalty in their customers. Bundling, or multi-packing, in this manner has a long tradition in retail marketing, with companies finding it a beneficial tactic in promoting their brand’s visibility and in increasing their overall sales.

Choosing the right contract packaging service to outsource your secondary packaging needs is the first step in maximizing profit potential and securing the brand loyalty you want for your product. Assemblies Unlimited offers full service fulfillment for all of your secondary packaging needs, whether it be for dropshipment or for retail sale. AUI can offer a wide range of packaging solutions including flat packing, cartoning, shrink wrapping, bundling, club packs and point of purchase display assembly.  With a reputation you can depend on, Assemblies Unlimited is ready to handle all of your secondary assembly and packaging needs, quickly, professionally and cost efficiently.

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