A labelling strategy is a vital part of running a successful business which effects both the product and its value to the customer but also internal operations such as inventory management and warehouse management. It can be a simple thing yet goes a very long way to supporting almost every company operation. In this article we consider a few aspects when creating a labelling strategy that works for your business, which exist to increase value and perceptions, make it more efficient and decrease internal error.
Internal aspects and benefits of a good labelling strategy
Barcodes are great for keeping track of inventory and ensuring the warehouse is perpetually organised in a very logical way. The benefits of this is reduced errors when storing and picking products, and reduced wastage from products being forgotten about and subsequently expiring or becoming obsolete.
Clear labels facilitate accurate perception and handling of products. This is also applicable internally to your packing team for example, where quick and accurate picking of product is essential so that correct orders are shipped out and customer satisfaction is maintained.
Accurate specifications and dissemination of information
Part of training a good staff is ensuring that they know the products they are selling well, and can field any questions potential buyers may have. This information is contained in product manuals, but sometimes, accurate information is needed quickly which can be gained from the product label.
External aspects and benefits of a good labelling strategy
No opportunity for confusion
An important benefit of having a good product label is the easy identification of your own products in a line-up with your competitors. Of course, we are talking about a tall, long supermarket shelf laden with several different competitors, all claiming their product is superior. You definitely want to stand out and ensure your label is easily distinguished.
Opportunity to speak volumes
When a customer is perusing a store for a potential purchase, they are not necessarily able to speak to its developers to ask questions, nor are they able to open the packaging and try the product right there. So what creates a lasting impression and builds the story you want them to believe? Your label. It is your first opportunity to grab the customer’s attention, so do not use it lightly.
Collate product information
Since the label contains important information as well as imagery, it is vital to begin with gathering all the information you might like to include on it. This could incorporate specifications, content and analyses, endorsements and expiration information. It could even include some systemic, rather fun things such as appropriate recipes or applications of the product.
Decide how you want to be seen
Since the label is your first interface with your customer, it is important to understand that the perception it gives can be lasting. Therefore, it is imperative to create a perception you can stand by and be proud of, in the knowledge that it is self-promoting. This may include things like including your company’s commitment to fair trade practices or organic certified production. Of course, anything you include on the label by way of creating your desired perception must be true and accurate, and something you can verify.
Cross the Ts, dot the Is
Once you know what information you want to include on your labels (collation) and you know how you would like to present it to put forward the best possible first impression (design), then it is time to consider all the practicalities such as including any company policies, returns, recycling, label manufacture such as quality paper and glue, and even the packaging.
There is so much in a label as they must exist longer than the product to ensure the correct information can be read as long as the product is in use. To this end, it is important to consider the quality of the labels that will stand up to the elements and wear and tear.