Paperboard responds to developments in commerce

Katri Kauppila
​The concept of point-of-sale (POS) has been redefined dramatically in recent years. For consumers of the 2010s, the whole world is in a way one large shopping centre. Points of contact between commerce and consumers are present everywhere.

Consumers still visit brick-and-mortar stores in person, but they are also increasingly linked to various marketplaces via their smartphones, tablets, laptops or a virtual shelf, for example. The most important factor underlying the change is – surprise, surprise – the internet.

We consumers tend to simplify this as a rivalry between physical stores and online shops. However, the change is more complex than that.

Requirements for packaging are increasing

The internet has changed – and will continue to change – the marketing of products and services, the structures of commerce as well as consumer behaviour, irrespective of whether we are talking about brick-and-mortar stores or online shops.

At the same time, more and more is demanded from packaging and its materials and design. The product must be capable of attracting the consumer’s interest in various settings without losing its recognisable product identity.

Brand messenger – made of fresh forest fibre

Paperboard has proved to be unique in its ability to adjust and respond to changes in commerce. A high-quality paperboard package with stylish printing is attractive even in product photos in an online shop. Lightweight when transported yet durable, paperboard packaging protects its contents without damaging other products.

A smart paperboard packaging design provides consumers with a unique visual and tactile user experience, while also addressing the demands of everyday life. And when it is time to discard the packaging, paperboard is also perfectly suited for recycling.

Paperboard contributes to marketing success

Following the development of commerce, the role of packaging has become more important in terms of the purchasing decision. The packaging serves as a communication medium, promotes the product and strengthens the brand experience. It helps the product’s manufacturer and the store to increase their sales. At best, it also supports sustainable development.

I dare to say that of all packaging materials, high-quality paperboard is best equipped to address the broadening demands of commerce.

Katri Kauppila
VP, Communications


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