New technology brings new features, surprises and delight – almost daily. As expectations ratchet up with every passing month it becomes ever harder to impress consumers. From time to time a great new service or product grabs the attention of key influencers, the wind blows in the right direction, all the stars line up perfectly and the whole thing takes off. More often than not though, it doesn’t work out like that and great products fail to reach critical mass.
Augmented reality app Blippar recently caught my eye with its “Talking pack” label. It is a great app, with tremendous potential for consumers, brands, retailers, merchandisers and advertisers. They have already launched more than 750 campaigns for many big name brands, with more than 3 million users.
The recent press release from Amorim and O-I announced the joint development of Helix, the innovative solution to wine bottle sealing. In doing so, they demonstrated the importance of listening to their consumers, rather than concentrating solely on the technology. It’s not about the wine; it’s about me, the consumer.
As if creating a great product isn’t hard enough in the first place, there’s (at least) one way of completely ruining it: poorly-conceived or badly implemented packaging. I despair whenever I see examples of great products where poor packaging has completely taken the focus away from the product itself. And by that I don’t mean the artwork, labelling or other such cosmetic element. I mean the mechanics, the physical barrier between the consumer and the experience of actually getting at the product.