When we talk about consumer segmentation and targeting, we generally do so through the lens of digital marketing. But with digital printing now making it feasible to produce 100 different designs on 100 different boxes, itâs worth exploring how the tactile world of packaging is embracing new segmentation and targeting strategies.
Thanks to digital printing, customized packaging is shaking up brick-and-mortar retail, e-commerce and B2B. The numbers donât lieâ in 2016, printing for packaging was valued at an estimated $11 billion. In less than a decade, this figure is projected to explode to a whopping $52 billion. Predicating this trend is the modern consumer who expects branding experiences to be more personalized than ever before.
More and more, businesses are employing different packaging strategies for individual products. A bedding company might use different packaging for the same pillow to tap into distinct age demographics. This consumer-segmented approach to packaging can be taken a step further thanks to digital printing. Many forward-thinking brands are going so far as to print individual names directly on the box when a product is ordered.
