When you’re running a small business, listening to your customers the most important thing of all.
It’s a cliché but of course, it’s true: without customers, we’d have no business. Happily, ours are a pretty loyal and supportive bunch. We know that the vast majority of our sales are to customers who buy our products regularly – and we very much appreciate that.
As a fairly new brand with associated relatively teeny-tiny marketing budgets, our packaging is our main touchpoint with most of those customers. So it’s incredibly important – a key part of our user experience; after the dips themselves:
It has to serve not only as an appropriate protective and serving environment for the dips; but also as our face to the world, the way we catch your eye on the shelf, tell you what we’re about, reassure you that our recipes are natural and full of healthy ingredients and give you all the info you need. So after extensive research, we moved from smaller, lidded pots to wider pots; because we know many customers use our dips in sharing scenarios – it’s much easier to dip in a wider pot. The new pots looked great and we got lots of positive feedback on the design. However, when we’ve been lucky enough to meet with our lovely customers, through social media and our live sampling sessions in Waitrose and Wholefoods; the feedback has been consistent: they tell us that would like a return to the old pots. Mainly because they want to be able to close the pots, to enjoy again later. So we’re more than happy to oblige.
“Yay!!! Back on regular shopping list, rather than just entertainment” Moorish fan, Facebook, March 2015
Because it’s so important, our small team tend to spend a considerable amount of time making sure our packaging is as perfect as possible. We all get involved in this: normally kicked off by our MD, with our marketing director and designer driving the design; our Commercial Director knows all about the requirements of our retailers and we work closely with our technical experts on food labelling and nutrition. There are a few considerations though. Whilst we try to design packs which are perfect to use, uniquely gorgeous and as sustainable as possible, we do have a few restrictions:
– Some brands pay 10s of 1000s to licence their own specialist packaging.
But because making a dip with yummy ingredients as naturally as we can results in a premium cost, we need to avoid building in significant additional packaging costs which we’d inevitably have to pass on to customers.
– As we’re only little, it doesn’t make sense to operate our own factory.
We work with the experts: a specialist dip factory who are as passionate as we are about delicious, natural products. They have a number of brands which they look after, using a variety of packaging types. We have to be efficient and “fit in” with what’s already being used, both for pack cost economy and production line efficiency.
– Because we like to keep things natural, we’ve also avoided things like gas flushing
– Which changes the atmosphere within pots so they can be kept longer, artificially. We use the natural route of smoking some of our ingredients, which helps “shelf life”; but a good seal is still critical.
This time, our customers tell us they’re happy. So we’re happy. Never be afraid to listen, for us the customer’s view is everything.