SUMMIT PREVIEW:Designing Store Brands to Satisfy the Entire Consumer Experience

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July 5, 2011

When products are developed and packaging designed most retailers and manufacturers focus on improving shelf impact, but that is only one piece of the consumer’s experience with a store brand.

Sohrab Vossoughi

While shelf experience is important, products should be designed to satisfy the entire consumer experience, which may begin at the shelf but continues when the product is taken home and is reinforced – positively or negatively -- – every time the customer uses the product until disposal, according to Sohrab Vossoughi, founder and CEO of ZIBA Design, and speaker at the Store Brands Decisions Innovation & Marketing Summit in Chicago July 18-19.

“The first moment of truth has to deliver on the second and third moments of truth, which is why considering the entire product cycle is so important,” he said. “Messaging and package design makes a promise to the consumer and sets a certain expectation at point of purchase. But when the consumer takes it home to use the product, they are often disappointed when the product does not meet the expectation of the packaging. This leads to numerous store returns or a product that gathers dust and an experience that prohibits
brand loyalty.”

Indeed store brands product and packaging design has improved dramatically over the past few years, Vossough said, but there is room for considerable improvement to enhance the customer experience. One good example of common sense design that places the customer at the center of the process is Target’s ClearRX prescription labeling program, he said, noting that “the best innovations are usually the most simple.”

Products and brands have to be more “acutely focused” on the needs and perceptions of the target customer to succeed today. “Consumers make the decision to have a relationship with a brand, which has not historically been the case,” Vossoughi said. “Brands have to find their target consumer and build their strategy from that basis. They may attract others from the periphery, but they should always remember that they can’t be everything to everybody and focus on their core.”

During his Summit presentation, “Product Innovation Beyond the Store Shelf,” Vossoughi will discuss a series of real world case studies demonstrating how this consumer-360 innovation can earn store brands enduring customer loyalty. During the session, attendees will learn:

• What innovation looks like when applied to the entire consumer experience;
• How to use the target consumer’s unique attributes to create a more satisfying product experience; and
• How to use design to reinforce store brands throughout the product cycle, not just the initial impression.

Vossoughi, who founded Ziba Design in 1984, has received numerous patents and design awards, including Best of Category Awards at Hannover Fair, ID International Design Designers Choice Awards and IDEA Awards from the Industrial Designers Society of America. He holds more than 40 patents, has received 10 citations in Business Week magazine for Best Product Design, and is the only industrial designer to have been elected "Global Leader of Tomorrow," by the World Economic Forum.

To learn more about Vossoughi and the Innovation & Marketing Summit visit the event website.

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