The most important thing is the product. The focus is on quality, functionality and increasing parameters, achieving ever greater ergonomics. However, does it matter what kind of packaging the product comes in?
AN OFFER FOR EVERYONE
The offer of construction fasteners is extremely wide, just like the packing in which it is presented. The once popular paper bags have now been supplemented by cardboard boxes, blisters and pouches. The colourful packaging encourages people to buy, but not only. They contain important information that is useful in the execution work.
Packing, i.e. the visual appearance of product packaging, responds to the needs and requirements of customers. Since the customer is the recipient of the messages on the product packaging, the producer should know its needs and respond to them precisely. To this end, we divide customers into different groups, each with its own specific interests.
PROFESSIONALS
These are the building contractors who are familiar with the offer and know what product they are looking for. Their advantage lies in the fact that they work with most products on a daily basis and the information on the label, apart from selection issues, is of little importance to them. Contractors rely on bulk packaging for the transport function. These are mostly cardboard boxes and buckets. Of the relevant information, the packaging should include the type, size and quantity of the product in the package. Often, customers also opt for weighing goods (for self-weighing), so that they can select the right quantity of product for their needs.
Information on the rack and proper navigation is key. In a wide offer and multiplicity of information, it is important that the customer finds the shelf with the items he or she is interested in quickly and effortlessly.
DIY-er
DIY-ers are not normally associated with the construction industry, but they have well-developed workmanship skills and are happy to carry out even complex jobs themselves. DIY enthusiasts expect knowledge encapsulated in infographics and brief descriptions on product packaging. Therefore, the packaging contains information about the product itself as well as its correct installation and purpose. This group is more likely to be interested in smaller quantity packages. Navigation, especially that offering solutions to installation problems, is also an important element of the display.
CONSUMER
Often the customer is someone who incidentally carries out simple household chores and is looking for products that precisely meet his or her requirements. Simple jobs such as hanging a picture, for example, can be done by oneself if the retailer and the producer guarantee adequate support. The most convenient type of support is conversation and direct advice, but when this is not possible, the visual aspect of the packing plays a major role. The packaging that the consumer selects has a calculated, small quantity of products. The packaging should contain basic information such as the purpose of the product, its dimensions, the substrate for which it is intended and the load it can carry. Information facilitating work is also the method or methods of installation.
THE ROLE OF THE PRODUCER AND THE DISTRIBUTOR
The importance of the information the producer puts on the packaging can either encourage or discourage a purchase. Moreover, this information can determine the success of a construction project. One thing is certain, regardless of the segmentation of customers; the producer has an information obligation to its recipients. In addition to basic information such as product parameters, it is worthwhile to add practical knowledge and a recommendation for correct installation.
The customer returning to the offer will notice consciously or subliminal attempts to associate certain information with products. An example is the colour coding of different types of substrate. At some point we subconsciously look for a solution that is visually appropriate for us.
The Klimas Wkręt-met offer has green colour for universal products for various types of substrates. This type of product is most suitable if we have no experience or knowledge of the material from which the wall is made, for example. In contrast, the blue colour is used for solid substrates such as concrete or solid bricks and aerated concrete blocks. Solid substrates are characterised by a compact structure and are often reinforced with additional reinforcement (load bearing walls and lintels). Plasterboard is a substrate marked orange by Klimas Wkręt-met, while wood is marked yellow. Steel substrates are marked grey.
What, at first glance, may seem to be only an aesthetic measure, with the moment of concentration becomes important and facilitates the selection of the product. On subsequent visits, it is a convenience appreciated by customers.
Information on how to install a product is very important, especially for beginners. If the drawing is not a sufficient medium for installation information, it is worth pointing to a suitable place to deepen the contractor’s knowledge. Packaging contains a QR code, which takes the user to a corresponding website with detailed installation information and supporting materials such as videos and specifications.
Placing appropriate information on packaging and labels is not a cosmetic measure, but an informational one. Of course, an attractive-looking offer encourages and draws attention to the purchase, but more importantly, it allows for an easy and quick selection of appropriate fastening techniques. Klimas Wkręt-met meets customers’ requirements and responds to their questions and doubts also in the form of new product packing.