Spotlight: Porter Packaging
Packaging is an integral part of the customer experience, whoever your customers may be. Across every channel and every stage of production, your packaging influences how much value your brand is perceived to have by stockists, salespeople and customers. From protective wholesale 'shippers', individual product packaging for on the shelf, carry bags and online delivery parcels, your brand is being judged consciously and unconsciously throughout the whole process. We put packaging entrepreneur Hamish Davies, Managing Director of Porter Packaging, in the spotlight and chatted about the perfect packaging design.
AF - Tell us about your background and what lead you down the path of entrepreneurship?
HD - I have always had a passion & background in design. Although I am not really sure how I have ended up down this path I guess it just comes to being rather driven and focused on something!
AF - What are the biggest challenges with starting a new business? What would you do differently if you could?
HD - There are many new challenges with starting a business, too many to list. I wouldn't change much really, in my eyes if you are not facing any on daily basis you are doing the wrong thing and getting through those challenges is what makes a good business at the end of it.
AF - What are you producing and who is your typical customer?
HD - We design, produce & distribute mid to high-end packaging from carry bags to swing tags. Our clients are typically retailers who care about the way their business is portrayed to a high level.. even after the customer has left the store. We essentially produce walking advertising!
AF - What is the future of packaging?
HD - Moving forward I see everything that is packaged being made from Eco-friendly and sustainable materials and it is heading towards being designed & purchased online. In saying this I feel packaging is such a strong representation of your business, having someone with the knowledge around how best to achieve this is key. This is where Porter comes in to play, we will always have people on the ground to come in and discuss the best way of accomplishing this.
AF - How can a business improve their customer experience with packaging?
HD - A well-packaged product with attention to detail encourages a positive response from buyers, evoking a real feeling of "gift" as opposed to a purchase, as well as strengthening the link between brand & product.
AF - Do you think the NZ retail sector is embracing online retail enough? Does the market here view online selling as an opportunity or as a threat from overseas companies?
HD - Definitely an opportunity for growth, why stay restricted to one audience when you can expose your business to a wider global market?
AF - Are businesses in NZ paying enough attention towards sustainability in their products and packaging?
HD - There has been a HUGE shift in environmentally friendly materials within our customer base. Although all of our paper is FSC (The Forest Stewardship Council) certified we now offer a range of new eco options such as stone paper or compostable options to cater to the demand.
AF - Who are your biggest influences in business?
HD - Companies that really care about the product they are selling and why they are selling it!
AF - Tell us about your experience working with us at Asset Factory so far.
HD - An all-round great team & environment to work alongside. Their knowledge about the retail industry and how to service it in the best way possible is second to none. Their stance has helped me open up to new opportunities within the space and taught me how best to hold a business within a retail market.
AF - Finally, describe the perfect packaging.
HD - Something that best represents the brand/business it is made for. The better presented the product, the higher the likelihood that the customer will come back and even post or share the product in affirming fashion. Treating your packaging as an extension of your branding is an excellent way to complete your brand image!