One pack, every screen: is your packaging built for omnichannel?

Written by Priyanka Jethwa | Nov 11, 2026, 3:48:19 PM

Consumers shop by mission, not by category. Omnichannel has grown from people splitting their shop between a discounter and a supermarket into connected commerce across the whole journey. Now, brands must plan around the problem a shopper is trying to solve – the kids’ lunches, a Bake Off-inspired tiramisu, the parmesan they forgot for tonight’s spaghetti bolognese – and the key moments in the calendar.
Online, the pack has to win on a phone screen. The fundamentals of physical packaging haven’t changed, but online is where there’s room to innovate. Strip out the noise, make sure shoppers can tell at a glance what the product is, how much is in it, who it’s for and what it’s for, and judge your pack at the size shoppers actually see it. Then use secondary images to show how the product can be used.
Write for two audiences: humans and machines. Product descriptions now do most of their work for search and AI discovery. They need to answer the questions shoppers ask, like ‘what’s the best cheese for a barbecue?’, rather than repeat a trade press release. Grocery shoppers aren’t building baskets with AI agents yet, but this will eventually follow.

View full post