Images: VDW
Ms Wirthwein, what are the results?
Cardboard boxes influence the sales positively. Consumers in supermarkets and discounters regard fruit offered in cardboard as fresher, healthier and more appetizing than those in plastic crates. Multicolored boxes created a good atmosphere. One could say that cardboard created the right atmosphere in the fruit and vegetable aisles.
What does that mean for retailers?
That the retailer can sell more when he presents his products in cardboard boxes than when he presents them in plastic crates. Our 30 test subjects went shopping with a shopping list; on the list were articles on coffee and candy, and the real test articles, apples and tomatoes. We used Eye-Tracking and interviews to analyse the test subjects shopping, and compared how much fruit and vegetables they took from the cardboard boxes and the plastic crates. Ultimately the sales from cardboard boxes were 14 percent higher.
How do you explain the effect that fruit in cardboard sells better?
Two factors work together to achieve this, firstly the colorful presentation looks attractive and cardboard has a positive and sustainable image. These factors can be supported with data from the interviews. 50% said that they are more likely to buy their fruit and vegetables from cardboard boxes while less than 30% preferred plastic crates.
How does the presentation in cardboard effect the shopper?
The colourful packaging grabs the attention of the buyers. During our study the colourful cardboard packaging got noticed three times more often than the plastic crates. The test subjects looked at the cardboard boxes for longer, up to ten times longer than the plastic crates. That effect positively influences the sales.
What is the role of the image of the packaging in marketing?
The products presented in cardboard profit from the good image of cardboard. The interviews show that cardboard is easy to recycle and has a sustainable image. Two thirds of the subjects state that cardboard packaging stimulates the appetite for fresh fruit and vegetables and motivate the shoppers to buy the products. The plastic crate has that affect on only 50%. In other words: Cardboard transfers its sustainable image to the products and emphasizes the natural and fresh character of the product.
What is your conclusion?
The results of our study show that cardboard packaging really matches fresh produce. They create an exciting sales environment, increases the attractiveness of the products and improves sales. Overall the presentation of fruit and vegetables in cardboard packaging offers advantages for users, producers and retailers.