ARES - The Carton's Role in Merchandising
In today’s highly competitive marketplace, the carton often becomes an integral part of the product, not only protecting the item but adding to its appeal.
Cartons have become a key element in our system of mass merchandising. Department stores, Supermarkets, discount houses, drug stores and a wide variety of specialty outlets rely heavily on packaging to sell products, thus reducing the need for sales personnel. This keeps the cost of selling to a minimum and in turn saves money for the customer.
Despite often intense competition from other very similar products, the carton must bear the primary burden of capturing a consumer’s attention and effectively communicating the manufacturer’s sales message. Even after the purchase, the carton must act as a silent reminder that the same product is worth reordering.
However, the carton does more than just provide a graphic image of brand and product identity. It functions as a protective container, guarding its contents against breakage, pilferage, spoilage, contamination, deterioration, and the many other hazards a product may encounter on its way to the consumer.
Since our system of production and distribution relies heavily on mechanization and automation, the carton must also be precisely engineered and constructed in order to facilitate machine assembly and filling.
By reducing the risk of damage and spoilage, eliminating the need for individualized sales personnel and keeping production and distribution costs down, paperboard packaging has been, and continues to be, a very important factor in the development of our economical system and resulting high standard of living.
Cartons have become a key element in our system of mass merchandising. Department stores, Supermarkets, discount houses, drug stores and a wide variety of specialty outlets rely heavily on packaging to sell products, thus reducing the need for sales personnel. This keeps the cost of selling to a minimum and in turn saves money for the customer.
Despite often intense competition from other very similar products, the carton must bear the primary burden of capturing a consumer’s attention and effectively communicating the manufacturer’s sales message. Even after the purchase, the carton must act as a silent reminder that the same product is worth reordering.
However, the carton does more than just provide a graphic image of brand and product identity. It functions as a protective container, guarding its contents against breakage, pilferage, spoilage, contamination, deterioration, and the many other hazards a product may encounter on its way to the consumer.
Since our system of production and distribution relies heavily on mechanization and automation, the carton must also be precisely engineered and constructed in order to facilitate machine assembly and filling.
By reducing the risk of damage and spoilage, eliminating the need for individualized sales personnel and keeping production and distribution costs down, paperboard packaging has been, and continues to be, a very important factor in the development of our economical system and resulting high standard of living.
