Why Packaging Matters to Retailers

Product packaging matters to retailers because it directly impacts them. They want to stock products that sell quickly and are fresh or unbroken upon arrival to their stores and when customers use them.

Retailers are far less likely to restock products that overstay their welcome on shelves or continually have packaging or quality defects. Why? Because slow product churn means lower sales and quality issues mean disappointed customers returning items—hurting sales and their reputation.

For example, if a product is broken or moldy when a customer opens it, the retailer has to:

  • Assist the customer with a replacement or refund.

  • Take the time to file a complaint with you or the manufacturer.

  • Take the brunt of the blame, as customers often associate product issues with the retailer.

Fortunately, being thoughtful about retailers’ needs in your packaging design strategy can keep retailers happy and your product on their shelves.

6 Packaging Attributes That Matter Most to Retailers

Brands that want retailers to stock, promote, and restock their products should consider the following retailer needs—and design packaging that supports them.

1. Strong Brand Representation and Shelf Appeal

Retailers want to stock products that rotate through their stores quickly. Fortunately, packaging allows you to showcase your brand and capture customer attention, which can drive sales and customer loyalty

But here’s an interesting challenge when selling via retail: your product should stand out from competitors to increase sales. However, retailers generally want it to “fit the mold” of how other brands in the category are packaging. Packaging that pushes too far past category norms can be difficult, practically speaking, for retailers to shelve alongside competing products. Also, consumers might overlook your product because it’s in a packaging type they didn’t expect it to be in.

When designing packaging for retail shelves, your packaging should:

2. Product Protection

Retailers won’t be pleased if your product breaks or goes bad before it reaches them or the end customer. They’ll take note, and if it becomes a trend, they’ll likely remove your product from their shelves.

For example, if a chip bag doesn’t have enough headspace/air for the chips to move around, the chips will likely be in tiny pieces when the customer opens the bag. The impact for the retailer? An unhappy customer who is returning the chips and blaming them for the poor quality.

To protect your product, it’s important your packaging:

  • Can withstand transport and storage, both to the retailer and the end customer, for example whether someone could drop your product without it getting damaged.
  • Account for product vulnerabilities, like whether your product is breakable, perishable or needs protection from light, air, or moisture. 

3. Ease of Use

Retailers care about how easy it is to use your packaging because they want to stock products that customers will return to purchase again. (Noticing a theme?) 

Customers are more likely to repurchase your product if they like how your packaging functions. For example, if your coffee pouch opens seamlessly compared to a competing product that always requires scissors, customers are more likely to buy your product again. Similarly, produce brands that add resealable film to their packaging make it easier for customers to preserve the product’s freshness, reducing the chances a customer will return mushy apple slices to the retailer. 

To make easy-to-use packaging, ensure it: 

  • Is easy to open without damaging the product or the mechanism that allows customers to close the package.
  • Includes features that make it easy to maintain the product’s quality or freshness after opening.
  • Is easy for your customers to store, if relevant for your product. 

4. Sustainability

Retailers care about the sustainability of your packaging for two main reasons. First, new regulations, like extended producer responsibility, require producers to take on the costs and manage the waste associated with their packaging. Brands that don’t shift to more sustainable packaging will have to pay higher costs to deal with their waste. If you increase your prices as a result of these added costs, your products may not sell as quickly as retailers would like. 

Second, sustainability also matters to retailers if it’s central to their own brand. For example, sustainability is foundational to Whole Foods and Trader Joe's. In order to live out their brand values, these retailers are more likely to shelve products that prioritize sustainable packaging.

When exploring sustainable packaging options, consider:

  • The costs you will be subject to under new regulations if you choose less eco-friendly options.
  • How important it is to your end customers that you use sustainable packaging.
  • Whether the retailers you stock your products with (or want to in the future) prefer brands that use sustainable packaging.

5. Clear Labeling

Poor labeling frustrates both consumers and retailers. If your product is unclearly labeled, a customer is less likely to buy it and more likely to return it to the store. 

Unreadable or obstructed barcodes are particularly burdensome to retailers. Have you ever been stuck at self-checkout because a barcode was difficult to scan? Now, multiply that frustration by how many customers go through a retailer’s checkout lines daily.

These checkout line bottlenecks are not ideal for retailers who want to efficiently get customers through their lines. Retailers won’t want to restock your product if it’s continually causing delays in their stores.

When deciding how to label your packaging, be mindful of:

  • Labeling requirements for your products (e.g., nutritional guidelines)
  • The placement of your barcode or other scannable features (e.g., QR codes)
  • Print quality and consistency

6. Functionality for Display

If you want retailers to stock your product, it has to fit into the shelves. Retailers use planograms to map out the layout of their shelves. Your packaging needs to work within the retailer’s parameters and be easy for them to stock. 

It’s even better if your packaging elevates the presentation of the store’s shelves or displays so retailers will be excited to add your product.

Consider the functionality of your packaging to ensure it:

  • Fits well on retail shelves 
  • Enhances the visual appeal of store shelves
  • Is stackable or compatible with displays the retailer might want to create

Align Your Packaging Decisions With Your Product’s Price Point 

Ultimately, the type of packaging you choose depends on your product’s price point. For lower-cost items, consumers (and retailers) may be fine with simple, minimalistic, or straightforward packaging. 

But for higher-priced items, expectations rise. Retailers want packaging that reflects the quality of the product and convinces consumers to justify the higher price—especially when less expensive alternatives are just inches away on the shelf.

Belmark: Your Partner in Retail Packaging

At Belmark, we understand the unique challenges you face when packaging products for retailers. That’s why we’re here to help, whether you are launching a new product or refining your existing packaging strategy. 

Our team has the expertise to help your products stand out (in good ways!) to both retailers and your end customers. We’ll help you quickly get to market with a custom solution that works for your business and shows up with consistency and color precision no matter where you sell it.

Interested in creating packaging that retailers love and consumers can’t resist? Let’s connect.

Contact Us About Your Packaging

To get started today, contact our Welcome Home Team!
Direct line: 920-280-1282
Email: getstarted@belmark.com


Meet the team: Kelsey, Peter, Annie, Cody, Jamie, Troy