Customers wander around enwrapped in their own worlds. You want to take them on a journey to a purchase. You have to get inside their worlds, and create the experiences that become that journey. Craft each touch point into a demonstration, every interaction into a type of trial. Express your brand, engage their emotions, fulfill the brand’s purpose, and the experiences you create become an environment rich with paths to purchase.
Find the Place that Matters Most
The one place where most people have their first experience of a craft beer is the cooler at the grocery store. It’s a pretty underwhelming experience. Mostly what you see are a slew of pretty six packs containing higher-priced beers. The key problem with this experience was reflected in the consumer research. Most beer buyers said they’d try a craft beer, if they knew what it tasted like. The one thing missing from those pretty packages was an understandable description of the flavors inside those bottles. The other problem was more of a classic design flaw. All of that artful packaging tended to blend together into a mass of indiscernible imagery.
Make the experience rich
The new packaging for Natty Greene’s was crafted to design the experience at the grocery store cooler. The carton for each style was one bold color, so that when the consumer walked down the beer aisle, the Natty’s section stood out as a strong set of color blocks. A brief description of each beer – indicating its flavor as well as its style – was placed just below its name. A short sensory profile, indicating this beer’s characteristic tastes and aromas, deepened the experience for the curious consumer.
As the new packaging rolled out, Natty’s growth continued to increase. Sales stats showed it to be the top selling craft beer in the grocery store environment. Today, Natty Greene’s brew can be found in stores and bars from Washington, DC to Atlanta, Georgia, and the owners are building a new, higher-capacity brewery to meet the demand.