How Tiger Woods’s golf career can inspire your company’s Packaging Redesigns
Many Packaging Redesigns see their sales decline initially.
This can cause many companies to be apprehensive, but long-term measurements have proven the boost to your brand are worth the risk and growing pains.
Million dollar swing
Did you know every time Tiger Woods started working with a new coach, he saw his performance drop initially? Yet, after practice and learning to gel better with each other, he often ended up exceeding his prior standard?
This process of taking one step backwards in order to move two steps forwards can both be humbling and rewarding. Now you’re probably not reading our blog to improve your golf skills, but looking for packaging insights. And while you might not believe it, Tiger Woods method of longterm improvement is one that many brands could learn from when it comes to their packaging.
The reason for this is simple: many brands tend to avoid changes in their packaging. Humans are creatures of habit, and plenty of customers don’t care much for their beloved products receiving new looks. It’s not without reason that many packaging redesigns include phrases like “Same Great Product – Great New Look”. This one simple line is deemed necessary to prevent shopper uncertainty and to make sure that they understand the product itself didn’t change, just the packaging.
Of course we don’t mean to nullify the redesign fears. New designs can result in short-term missed opportunities, as consumers tend to prefer buying based on prior experiences verses their senses. Removing the old recognizable packaging can remove this prior experience match. This is why many redesigns often work in phases or with a staggered launch. Making sure the shelf still boasts some old recognizable packaging units can prevent this mismatch and slowly introduce customers to the new packaging.
Planning for decline
With eye-tracking research showing that just a single SKU redesign can have a significant influence on shopper populations it can be worth the risk. Just as Tiger Woods adjusted to his changes and started seeing gains in performance, sales can begin an upswing once customers get used to the new packaging. And, like any great A/B test, a new design on the market can also have a second upside. By using a new design, a brand can attract new customer persona types.
In conclusion, redesigning your packaging is a risyk endeavor. A redesign doesn’t guarantee extra sales and could even backfire. But how likely is it that sales will continue to falter if the packaging is not redesigned? It may feel counter intuitive to deliberately plan on embracing an initial decline, but taking one step back provides space for taking two steps forward.