This Day On The Street
Continue to site right-arrow
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
TheStreet Open House

MWV Study: Nearly Sixty Percent Of Consumers Did Not Purchase A Product Because Of Difficult Merchandise Security Measures

Stocks in this article: MWV

MeadWestvaco Corporation (NYSE: MWV), a global leader in packaging and packaging solutions today unveiled findings from its Retail Security Solutions Study, which explores consumers’ perceptions of common retail security measures, like clamshells and pull cards, their level of satisfaction with those measures and the impact they have on consumers’ path to purchase. The results indicate that the types of security measures retailers and brand owners implement to protect products from theft can have an overwhelming influence on how consumers interact with those products, as well as brand impressions and purchasing behavior.

The study revealed that almost all consumers (98%) prefer open merchandising, or the ability to interact with the product in the store before purchase, including picking it up, reading about it, evaluating it and/or talking with a store associate about the product. In fact, consumers place such a high premium on open merchandising that nearly 60% said that they have decided not to make a purchase because they could not easily get to the product/package and effectively interact with it. This includes consumers who decided not to purchase a product because it was in a glass encasement (39%), and those who decided not to purchase a product because it was only accessible by a store sales person (37%).

“The findings from our Retail Security Solutions Study help prove that when consumers cannot interact with a product in the retail environment, there is a significant negative impact on retailers’ and brand owners’ bottom lines,” said Jeff Kellogg, vice president of MWV’s Consumer Electronics & Security Packaging Systems division. “Insights from this study will help us identify ways to partner with retailers and brand owners to implement solutions that protect from theft as well as improve the consumer experience in store.”

Perceptions of Individual Security Solutions

The Retail Security Solutions Study allowed consumers to share their perceptions of commonly used retail security measures, including: clamshells, pull cards, locked cabinets, locked plastic boxes and product wraps with alarms. Three of MWV’s security packaging solutions were also a part of this study:

  • Natralock®: a secure, customizable, more sustainable alternative to traditional plastic clamshells. Natralock packages feature tear-resistant paperboard and a trap-seal blister, preventing in-store package attack while allowing easy access by the consumer with a pair of scissors.
  • Natralock® with Siren™ Technology: Natralock with the addition of a small alarm that sounds if the package is tampered with or when it is taken out of the store illegally.
  • The newly launched Intercept™, using Proteqt Technologies: an on-product lock that removes thieves’ motivation to steal by disabling the product until it is wirelessly unlocked at the point of purchase.

All these security measures were evaluated on their impact on the path to purchase:

  • Locating – the ability to find the product in store
  • Evaluating – the ability to examine the product in store for purchase decision-making
  • Purchasing – the ability to purchase the product
  • Experiencing – the ability to easily open the package and experience the product after purchase

In terms of overall performance and consumer satisfaction, results showed that Natralock and Intercept consistently outperformed other security measures in all four steps in the path to purchase.

1 of 3

Check Out Our Best Services for Investors

Action Alerts PLUS

Jim Cramer and Stephanie Link reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

Jim Cramer's protégé, David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
Try it NOW
Try it NOW
Try it NOW

Check Out Our Best Services for Investors

Dividend Stock Advisor

Jim Cramer's protégé, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Options Profits

Our options trading pros provide over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • Actionable options commentary and news
  • Real-time trading community
Try it NOW
Try it NOW
Try it NOW
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!

Markets

DOW 17,407.97 -8.88 -0.05%
S&P 500 2,013.96 -7.29 -0.36%
NASDAQ 4,675.9320 -7.4750 -0.16%

Partners Compare Online Brokers

Free Reports

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs