a.b.e., with head office in Boksburg, is part of the Chryso Southern Africa Group.

Stephen Rault, a.b.e.’s GM: Marketing, says the new packaging contains four key new elements:

• Quick Response Codes: Every a.b.e. product is now linked to a comprehensive data sheet via a QR code. This provides detailed, product specific information at the consumer’s fingertips within seconds. “The potential purchaser can simply scan the QR code on the front of the pack with his or her smart phone,” he explains;
• Key feature tags: a.b.e. has added specific coloured, key feature tags onto the front of its product packs. Now consumers can spot a.b.e. products from a distance and – to further simplify their shopping experience – a.b.e. has created four distinct categories of tags: ‘Quality Guarantee Specific”, Sealant & Adhesive Specific”, “Enviro-friendly Specific” and “Added Properties Specific”;
• Category and Application specific pictures: To better identify an a.b.e. product, the company has put two main pictures on all its packaging: one shows to what category the product belongs; the other a specific product’s application; and
• a.b.e. Sustainability pledge: “We have made pledged to bring all a.b.e. products in line with the Chryso Southern Africa’s Group’s sustainability policy and supporting values across economic, environmental and social commitments,” Rault explained.

He adds: “Packaging is extremely important when it comes to protection, storage and hygienic handling of a product. But packaging can also help sell a product. That’s why the hardware retailing trade has welcomed a.b.e.’s new striking packaging which now provides the most effective form of advertising at the most critical point in the purchasing journey: the point of purchase.”

a.b.e. researched what consumers were seeking in packaging and, as a result, concentrated in particular on three aspects of packaging:

• Attention-grabbing: The research showed that a distinctive, unmistakable and eye-catching appearance is a signal at the point of sale to which all consumers respond positively. A product that ‘stands out in a crowd’ among competitive products scores points with the consumer;
• Information: Packaging that appeals to the consumer attracts greater attraction while intensifying perception and stimulating interest in buying. Packaging that also gives the purchaser relevant product information can influence decisions whether to pay a higher cost for that particular product; and
• Innovation:  Specific user benefits are incorporated such as the QR codes that link the buyer to the comprehensive product datasheet via the website; as well as the key feature tags and images which help the consumer spot the product differences, product category and application easily.

“It’s the same industry leading products, now just smarter and more user-friendly,” Rault says.