Abstract

The world has seen rapid technological growth throughout the last decade. However, the Consumer Packaged Goods (CPG) industry, one of the biggest sectors in the U.S. economy that offers daily used goods from clothes to food and beverages to satisfy a constant large consumer demand, is facing a lot of challenges. The CPG industry has become highly competitive due to fewer barriers to entry, low consumer switching costs, and high market saturation. Along with these barriers, the ever-changing consumer preferences, rapid digitization and technological advancements, and sustainability concerns have raised the bar for industry players to survive in this intensely competitive environment.

There is a need for CPG brands to relentlessly evolve and adapt to new technological advancements to grow and maintain their positions in the market beyond just investing in innovative unique products and creative marketing strategies. This study explores the impact of multi-sensory technologies on brand-consumer relationships in the CPG sector especially on enriching traditional design elements of  packaging such as texture, color, sound, and other sensory aspects.

The thesis uses pieces of evidence from both primary and secondary research through questionnaire surveys, interviews, articles, and journals to assert that CPG brands should utilize multi-sensory technologies to boost brand loyalty and preference among its target consumers by creating unique and memorable consumer experiences.

Keywords

CPG customer experience, Multi-sensory technologies, Customer journey, Augmented reality, Sensory design, Packaging Design, Purchase behavior, Human-Computer Interaction, Brand engagement, Data Privacy Ethical considerations