Consumers only need around 7 seconds to make a purchasing decision. At least 90% of a consumer’s decision to buy is made subconsciously, prior to them looking for further information. Notably, these purchase decisions are often influenced by factors such as bag colour, brand logos, and packaging texture.
One study found 93% of buyers claim they focus on visual appearance when purchasing items. Notably, 83% of consumers claim colour is the primary reason for their purchase. It is also important to note the way in which packaging is displayed can also encourage impulse decisions.
For example, roasters who display coffee bags near checkout counters may find consumers are more likely to add to their purchases last minute. This being the case, coffee roasters could benefit from being more creative with how they display their coffee packaging.
A cost-effective way to ensure your coffee bags are suitable for display is to fit them with hang holes. Coffee bags with hang holes can be displayed in direct sight of consumers, alongside the till to encourage more impulsive or last-minute sales.
Using the display of your coffee packaging to boost sales
In 2020, 82% of retail purchases were made in-store. It is important to note customers tend to spend more on impulse purchases in-store than they do online. The driving force behind this increase in purchases is the use of in-store displays. One study found 69% of consumers reported they saw in-store product advertisements, while 61% of those made a purchase off of the back of that.
In the US, CPG Merchandising executives claim their statistics show a sales increase of 19% thanks to permanent displays in stores. Furthermore, they claim to have seen a 23.8% increase from temporary product displays. So, what are the best ways for coffee roasters to use displays to increase sales and brand awareness?
Make use of the Point-of-Purchase
Point-of-purchase displays are usually found at the point of purchase, also known as the checkout till. A recent review found consumer shopping patterns are changing, with an upsurge in impulse buys. Therefore, the point-of-purchase is playing a more significant role in consumer decision-making than ever.
If consumers see an intriguing product at checkout, they have limited time to decide whether to purchase it. This is often because they are already paying for their other items. This could increase the likelihood of sales from the point of purchase display, particularly if they are being sold on offer or in a sale. Roasters can take advantage of this by placing smaller, sample coffee bags near the checkout to encourage impulse buys.
Providing smaller coffee products is more convenient for the consumer, particularly when it comes to impulse buys. Lightweight, premium coffee packaging may also make the purchase seem more like a “treat” for the consumer. This can further encourage a positive association with the roaster and brand.
Be creative with colour and design
Studies have shown the visual attributes of coffee packaging, such as colour, bag shape, and font, can alter the purchasing behaviour of consumers. Notably, the images on package labelling and the shape of the bag influence consumers’ willingness to buy it.
Therefore, roasters should experiment with the shape and display of their coffee bags. For instance, if the flavour of the coffee contains fruit, such as apples, roasters could use hang holes to display the bags on a tree. Roasters can also accessories the displays with colours that match the flavour of the coffee. For example, if the coffee is a limited edition spring flavour, small flowers such as daisies can be used within the displays.
Create something interactive
The interactive display market is expected to grow by $15 billion by 2027. These displays offer consumers a more personalised touch, which can increase the positive memories associated with the brand.
One way to use interactive displays could be to have open beans on display for consumers to see and smell. There could also be flavour elements on display, such as the fruit and florals that can be detected in the coffee. In an online space, this can be used alongside games or quizzes. If consumers guess correctly, they can get discounts on their next purchase.
Coffee bags with hang holes: Could they help?
Integrating hang holes into smaller coffee bags can be a cost-effective way to enhance your product display. These holes are often placed at the top of coffee bags, allowing them to be hung on hooks. There are several types of hang holes available, including the standard round hole, the sombrero or inverted T hole, and the Osha or delta hang hole.
Hang holes on coffee packaging can be particularly useful when promoting a limited edition offering. For instance, roasters can use the bags to cover an entire wall as part of the product display. This allows consumers to view the products clearly. The products should be presented neatly and in a way where essential information, such as roast profile and flavour notes, are easy to see.
Breehant, a specialty coffee roaster in Riyadh, Saudi Arabia, uses hang holes in its coffee packaging rather uniquely. In addition to using the holes to display coffee bags, the brand often attaches tasting cards to the holes using a coloured rope. This ensures consumer information, such as roast profile and roaster date, does not distract from the incredible look of the brand’s coffee packaging. The Coffee Brewer not only has coffee bags with hang holes but also uses an interesting shape for its coffee packaging, furthering intrigue for consumers. As coffee is brewed inside the bag and then poured into a cup, the packaging is fitted with a spout. More so, the bags are made to replicate a square-like shape that takes inspiration from the shape of a kettle. The ‘handle’ of the kettle is where the hang hole is, making it a convenient design for consumers.
Customising coffee bags with hang holes
Before customising coffee bags with hang holes, there are several factors roasters should consider. One, for example, is the placement of the hole. Usually, standard hang holes are placed at the top of coffee bags near the centre. However, as seen in the above examples, they can also be used along the sides and corners.
Some roasters may want the placement of the hole to be a part of the packaging design. For example, it could be placed within the dot of an ‘i’ in a word, or used as part of the brand’s logo. More so, hang holes can be subtly placed in the corner of the bag so as to not distract from the design. It is important that wherever it is placed, it is able to properly hold the weight of the bag without tearing.
Another important consideration is packaging materials. Roasters will need to invest in coffee bags made from durable materials that can hold their own weight and the weight of the coffee inside. Kraft paper, for instance, is a durable and sustainable material, which is both cost-effective and a popular option for coffee bags. Coffee bags made from low-density polyethylene (LDPE) are another popular option. LDPE has similar characteristics to traditional plastics, such as strength and flexibility, but it is fully recyclable.
Coffee bags with hang holes can help a roaster generate more sales by providing a clean-cut and neat area to display products. At MTPak Coffee, we offer a range of different sustainable packaging solutions that can be customised to feature hang holes. Our range of packaging options is made from renewable materials. Our coffee boxes are made using 100% recycled cardboard, while our sustainable coffee bags are made using kraft paper, rice paper, or multilayer LDPE packaging with an environmentally friendly PLA lining.
From shaped pouches for RTD to recyclable takeaway cups, our coffee packaging is fully customisable to help maximise the coffee-drinking experience. Our range of customisation techniques includes spot UV with a glossy, satin, or matte finish, embossing and debossing, as well as hot foil stamping in a variety of colours.