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Insights #Gifting Why, When and to Whom Do We Give Gifts – and What Role Does Packaging Pl Ay?

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Insights #Gifting Why, When and to Whom Do We Give Gifts – and What Role Does Packaging Pl Ay? INSIGHTS#GIFTING INSIGHTS #GIFTING WHY, WHEN AND TO WHOM DO WE GIVE GIFTS – AND WHAT ROLE DOES PACKAGING PL AY? Shopper survey results from Germany, France, the Netherlands and the UK WWW.STI-GROUP.COM 1 INSIGHTS#GIFTING Gifts are a key category for retailers and are In making both givers and receivers happy, We look forward to demonstrating how ’in season’ all year round, according to our gifting serves to build and strengthen these insights can be converted into tangible research. The act of giving and the concept relationships. Gifts are not just a cost item; returns for your brand, and to working in of gift packaging are inseparably linked; the they represent an investment that may be harmony with your product development packaging is the first stage of expressing reciprocated with gratitude, a counter-gift or process to create our trademark targeted your appreciation, which in turn creates social status. packaging solutions and POS placements. anticipation and builds suspense. More than 2000 responses from shoppers Yours, Giving has two perspectives: that of giver in the UK, France, Germany and the Nether- and of receiver. A gift purchase will therefore lands have generated valuable insights be influenced by the preferences of both for packaging designers and marketing shopper and recipient. But what transforms managers. Discover the preferences of Andrea Wildies a product into a gift? What works as an different age groups in each country; gain ’everyday gift’? And what drives the shopper’s insights into their gift-buying triggers. eventual choice? The study also explores what to consider To get answers, we commissioned the when positioning a product as a gift. Only WWW.STI-GROUP.COM market research experts at POSPulse to by understanding your target shopper’s ask shoppers in four different countries. needs and preferences can you guide the EDITORIAL Our aim was to identify shopper behaviour design and development of successful new ’GIFTING IS A TREND THAT patterns and also determine the relevance products and packaging, whether bought of packaging in choosing gifts. Respondents online or offline. CONTINUES TO HOLD POTENTIAL were asked what sets good gift packaging FOR BOTH BRANDS AND apart in their eyes, and what gift packaging So, in the true spirit of gifting, we now share RETAILERS.’ they remember positively. More on this on the findings of our study in the form of this page 13. presentation – please unwrap and enjoy! Andrea Wildies, Managing Director STI Group 2 INSIGHTS#GIFTING The act of giving is probably as old as an exquisite piece of cheese, a high-quality some of the most beautiful yet simplest mankind itself. Stories ancient and modern corkscrew and an olive wood board might examples. tell of the symbolism surrounding gifts as invite you to have a mini picnic on the balcony. well as the expectations of both givers and Dedicated areas in store – indeed, entire Aesthetics, convenience and sustainability recipients. A gift may be an offering to the departments – are set aside and seasonally are the most important criteria for shoppers gods; something special for family, friend or stocked for these storytelling productions. when evaluating gift packaging. Striking the lover; a present for a neighbour or colleague. right balance is a fine art. Selected solutions, Once a year, the pinnacle of this ritual can be Of course, packaging is also a central aspect created by European Brand & Packaging www.epda-design.com witnessed at the table, by the tree or around of gift giving. Even if you don’t go quite as far Design Association (epda) designers and the fireplace with the exchange of Christmas as the Japanese, for whom the packaging is friends from a number of countries, are aptly presents. at least as important as the contents, almost used to illustrate this rich and interesting anything can become a gift with the right study. This study shines a light on how gifts for wrapping. This is where designers come into different occasions are given in various their own and, believe me, their capacity for The saying ‘Give, and you shall receive’ should countries; it offers valuable insights into the creative solutions is infinite! not be taken too literally in modern culture. A reasons behind gift buying, preferences for gift should never be expected or demanded. different types of gift and how much money Gift packaging for spirits and perfumes But one thing is certain; those who find the WWW.STI-GROUP.COM is likely to change hands. Vouchers are very positively glows with wonderful refinements right present, something personal and suited popular in the Netherlands and Germany, for and can be a highly designed and decorated to the recipient, will likely get something very VORWORT example, while the British tend to buy sweets work of art. All the effort that brands special in return. Joy. Immaterial, priceless – ’GIVE, AND YOU SHALL RECEIVE!’ for their sweets. and retailers put into their packaging is and possibly one of the most beautiful gifts well rewarded by shoppers, although one can ever receive. Looking deeper into the topic, you will learn sustainability is increasingly in demand. Less Uwe Melichar, President of the European Brand where people most like to look for gifts and is often more; clever solutions can be simple & Packaging Design Association (epda) and passionate giver of gifts where they actually buy them. As well as the as well as highly aesthetic and luxurious. For answer to that most fascinating question: inspiration, it is worth taking a closer look Uwe Melichar what is it that elevates a simple item into a at Asia. Minimalistically designed Japanese gift? Bundled products can tell a story and wrapping paper, or pineapple cakes wrapped thus become a gift: a bottle of wine with in magical folding boxes from Taiwan, are 3 INSIGHTS#GIFTING EDITORIAL ............................................................................................2 CONTENT FOREWORD ..........................................................................................3 AT A GLANCE CONTENT ...............................................................................................4 STUDY DESIGN ...................................................................................5 KEYFACTS Gift giving occasions .......................................................................................6 Gift categories ...................................................................................................8 Inspiration vs buying channel .....................................................................10 Role of packaging ...........................................................................................11 SHOPPER VIEW Quotes from Germany ..................................................................................14 Quotes from the Netherlands .....................................................................15 Quotes from France ......................................................................................16 Quotes from the UK ...................................................................................... 17 Attractive packaging design ........................................................................18 WWW.STI-GROUP.COM BEST PRACTICE LINEA - France ............................................................................................... 25 PROUDdesign - Netherlands ..................................................................... 26 Turner Duckworth - UK ................................................................................ 27 Quatre Mains - Belgium .............................................................................. 28 INSIGHTS | GIFTING & SUSTAINABILITY ..........................30 AUGMENTED PACKAGING & UNBOXING EXPERIENCE .............................................................32 EUROPEAN SHOPPER SURVEY RESULTS Gift buying in general .................................................................................. 36 The role of packaging .................................................................................. 55 4 INSIGHTS#GIFTING STUDY DESIGN & OBJECTIVES SHOPPERS On behalf of STI Group, POSpulse surveyed over 2,000 shoppers aged 16-70 across France, WWW.STI-GROUP.COM Germany, the Netherlands and the UK during November 2019, seeking their views about gifts and gifting occasions. The key findings are summarised in this white paper. Learn about: 2019 which product groups shoppers prefer to buy what distinguishes the French, British, Dutch as gifts and Germans when it comes to gift giving the most important gift occasions and what what makes a product a gift, for people of from triggers the impulse to buy different ages Countries where shoppers learn about potential gifts - and where they actually buy them what shoppers want from gift packaging EXCHANGE RATE £ € £1 = €1.1735 QUESTIONS 5 INSIGHTS#GIFTING GIFT GIVING OCCASIONS KEY FACTS Gifts are in season all year round. In all four are common in all the countries we looked GIFT countries surveyed, classic occasions such as at. One in three respondents has bought OCCASIONS birthdays, anniversaries and weddings are themselves a gift in the last year; women the most frequently celebrated with a gift, more often than men. However, not all followed by Christmas, Mother’s Day and brands capitalise upon this opportunity. BIRTHDAY & CHRISTMAS Father’s Day. are the most important GIFT 79,6 % OPPORTUNITIES. For all gift occasions, packaging design has BIRTHDAY When it comes to other
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