Packaging is important to consumer packaged goods (CPG) companies, but we often forget that packaging plays a role in retail too. Retailers understand the impact packaging has on consumer purchasing behaviors, but often face challenges with CPGs who design their packaging as an isolated product, never considering how the product packaging would look on a shelf or how it appears online.

Danaher’s Product Identification Director of Customer Experience and Insights, Danielle Sauve interviewed Chris Walton, Entrepreneur and former VP, Target Store of the Future about packaging’s implications on the retail industry. With years of industry experience, Walton provides his take on packaging’s relevance in today’s retail world, how consumer packaged goods (CPG) companies should communicate with retail channel partners for packaging changes and the future of packaging for e-commerce.