The world of package design is evolving with the ever-growing power of online shopping, aka etailing. Packaging in virtually all consumer-packaged goods categories, including the highly competitive alcohol segment, has been affected by the shift.
Recognizing that package and product imagery are critical to engaging online alcohol shoppers and converting them to buyers, image-analysis startup Vizit recently applied its artificial intelligence (AI) algorithms to dozens of alcohol products listed on the Target website.
The goal was to analyze and rank the visual content of spirits, beer, and wine brands in an ecommerce setting.
Vizit’s technology simulates a human audience’s visual preferences, using patterns from millions of online interactions to rank image effectiveness and predict image performance. With such analysis, brands can redesign their packaging to effectively engage online consumers and lead them to buy.
In its May 2022 Target research, Vizit analyzed online images from the most-searched spirits, beer, and wine products across the retailer’s website. In all, Vizit analyzed the imagery of 300 products — 100 from each category. Included in the mix were 52 spirits brands, 37 beer brands, and 45 wine brands.
Results of the analysis showed that Don Julio (tequila), Stella Artois (Belgian ale), and Oyster Bay (white wine) imagery is the most effective at grabbing consumers’ attention and inducing purchase on Target’s digital shelf. The least successful brands were New Amsterdam (vodka), Michelob (organic beer), and Josh (red wine).
Start the slideshow to see how various packages fared in three different product categories of spirits, beer, and wine and to learn more about the analysis from Jehan Hamedi, CEO and founder of Vizit.
