What is the role of Packaging for the Evolving Consumer? Find out more on this presentation by Francesca Romana Saule, CRM Senior Manager at Accenture, shared at the Luxury Packaging Summit 2015.

1. The role of packaging
for the evolving consumer
Francesca Romana Saule, CRM Senior Manager
Luxury Packaging Summit 2015
Day 1 – Tuesday 17th February 2015

2. Today’s presentation
• What is the future of Luxury?
• From “Persona driven Marketing”
Strategy to Consumer Archetype
• The Seamless Consumer Experience
• The role of Packaging in the Seamless
Consumer Journey
• Packaging Industry 2020 Vision
Main
focus
2Copyright © 2015 Accenture All rights reserved.

3. It is never been
harder to deliver
profitable revenue
growth
3Copyright © 2015 Accenture All rights reserved.

4. Competing to Win in the today’s business context is
becoming increasing challenging: how to unlock value?
• Globalization
• Low-hanging fruit in
cost productivity
• Endless
premiumization in
developed markets
• Rampant emerging
market expansion
The Old Opportunities
Have Already Been
Captured
Growth Is Still Out
There – But
Harder to Achieve
Where to invest
Digitalization
• Digital Consumer
Engagement
• Reinventing What We Sell
• Better, Faster, Cheaper
Go to Market/Trade Channel
• Route to Market
• Route to Consumer
Business Transformation
• Strategic Cost Management
• Operating Model
• Process Improvement
Fragmented
and Complex
Mature,
Profitable
Developed
Markets
Connected
Consumer
Increasing
Margin
Pressure
Emerging
Markets
Digital
Disruption
Shifting
Channels
Sustainability
• Track & Trace
• Carbon footprint
• Fair Trade/ Fair Labor
4Copyright © 2015 Accenture All rights reserved.

5. Americas and Japan are
best performing regions
(+3% and +2% ’14E-’13 growth)
Total
Population
+18%
Global Luxury market grows
to
223 Billion
2015: China is expected
to overtake Japan as the world’s
largest consumer of Luxury Goods
Source: Altagamma 2014 Worldwide Markets Monitor, Smithers Pira
Luxury consumers are
heterogeneous group of
330 M people
•Luxury Watchword for 2014 and projections
What is the future of luxury?
Yesterday’s luxury is commonplace today
5
To 2019
 The luxury
packaging
market will grow by
4.4% reaching
$17,6billion

6. +18%Retail still the main
growth engine; mono brand format
generating more than
50% of the market
+ 28% is the
Online growing
(’14E-’13E growth)
Source: Altagamma 2014 Worldwide Markets Monitor
•Luxury Watchword for 2014 and projections
What is the future of luxury?
Online is growing faster than expected
The growth of the eCommerce consumer base (’10E-’15E growth)
CHINA 2010 2015 USA 2010 2015
140 MILLION 520 MILLION 140 MILLION 200 MILLION
1/3 of total urban base 2/3 of total urban base 1/3 of total urban base 1/3 of total urban base
6

7. Source: Accenture & Avanade, 2014
•Digital disruption
7
We are currently in the most disruptive technology wave ever
seen, and disruption can be seen in all market dimensions

8. Source: Altagamma 2014, Accenture 2014, Google 2014
•Digital is the common Factor
Digitalization is significantly changing way consumers are
interacting with brands
98% of luxury buyers use the internet daily
78% do online research before buying luxury items
Luxury buyers use 3.1 number of digital devices in comparison to 2.9 of
general population
E-commerce is the new black
Concerning purchase decisions, 45% of all luxury goods sales are online-
influenced
Social media word of mouth influences 44% of core luxury consumers
Every Consumer is a Digital Consumer
8

9. Today, there is a huge paradigm shift happening in terms of
how the luxury consumer is behaving
9
•Consumers are changing their behaviors
Give Me Control
& Choice
Know Me
Everywhere
Help Me
On the Go
Let Me Share
& Learn
Help Me
Help Myself
Increase choice
over what to buy and
how to buy it in a way
that’s enjoyable
Personalize
experiences
in every channel –
tailored to needs,
behaviors and
preferences
Access
content, products data
and services
anywhere
Share ideas,
opinions and knowledge
with each other and
favorite brands
Use content,
tools & digital
devices to help
consumers to discover,
research and use what
they buy
Copyright © 2015 Accenture All rights reserved.

10. Flexible
Adaptable
Super Global / Super Local
Networked
Today, there is a huge paradigm shift happening in terms of
who the luxury consumer is
Given the large number of different markets, it is important to identify where
groups of markets and groups of consumer share common characteristics
10
Flexible
Adaptable
Super Global / Super Local
Networked
Analyzing two main dimensions:
• Consumer Segments: by shopping
behavior and needs
• Channel Segments: to reach and engage
consumers
1 Studying Groups with highly similar
patterns despite geo proximity
2
In a Digital World, an Archetype Strategy will be more
successful than a “Persona driven Marketing” one
Copyright © 2015 Accenture All rights reserved.

11. Copyright © 2015 Accenture All rights reserved.
Globe Trotters
Connected People Ethic Drivers
Premium Seekers
4
Consumer
Archetypes
• Consumers that shop
outside the home country
• Social Media connected
due to their travel attitude
• Gen X (35-55 years old)
• Top spenders
• Consumers that are
experience seekers
• Showrooming consumer
• Interesting in buying special
Items like made to measure,
made to order
• Gen Y (from 13 to 33 years old)
• They are seeking more
value for purchases
• Shopping channels are Mono
brand and eCommerce
• Looking for exclusivity
• Gen X and Y (from 25 to 55
years old)
New consumer archetypes to keep in the radar screen
• Consumer are looking
“green” luxury
• Web rooming customer
• Active social network
participants
• Gen X (from 34 to 48 years old)
Japan, Europe
Arabic Peninsula, China, Russia America, Europe
America, Emerging Markets
11

12. Currently, companies are making investments without having
clear, actionable insights into their consumer behaviors and
preferences
Playing Not to Lose Playing to Win
• Changed Consumer Behaviors
The customer is changing faster than
the company can keep up
• Outdated Model
Traditional Sales & Marketing Funnel
handoffs between marketing, sales and
service optimize the wrong things
• Fuzzy Picture of the Consumer
Franchise Isolated view of consumer,
hidden consumer motivations and
needs
• Digital Add-Ons
Mobile, online, social and other digital
initiatives in parallel
Acting at a new speed based on better
information on the consumer
franchise, driven by business results
and harnessing the advantage of
Digital…
• New Model for the Non-Stop Consumer
Updates the corporate model with new
consumer dynamics
• Behaviors, not benchmarks
Clear picture of the actual readiness and
behaviors of the consumer franchise drive
focus, pace and investment
• Digital/Physical Blur
Dispassionately looks at priority of
investment in digital and physical
capabilities to drive results
Copyright © 2015 Accenture All rights reserved. 12

13. Digital has disrupted consumer dynamics requiring a new
consumer experience: a deeper transformation is needed…
Discover
Consider
Evaluate
Purchase
Use
Open content & channels
Branded content & channels
Discover
Consider
Purchase
Use
Expectation Reality
Promise Delivery
Evaluate
The path to purchase used
to be linear...
Now, accelerated by technology,
the consumer journey is…
Accessible ContinuousDynamic
Customer journey became dynamic, accessible and continuous. Now it is Non-Stop
Customers are no longer enter a channel. Instead, they are continuously in the channel
Customers are simultaneously in more than one channel
Copyright © 2015 Accenture All rights reserved. 13

14. … consumer experience revolution impacts a packaging
evolution
Copyright © 2015 Accenture All rights reserved. 14
Office
Gym
Parking lot
Library
Hairstylist
Museum
Gas station
Theatre
Catalogue
Newspaper
Flyer
Store window
Sales
Assistant
Loyalty
card
Kiosk
Contact
center
eCommerce
SMS/ MMS
Videogames
TV/Radio ADV
TV/Radio shows
Movie
Billboard
Promoter
News Information
Sample
Promotion
Radio
TV
Cars
Tablet
Wearable
Store
Concert
Pub / Lounge
School
Airport Station
Hotel
In the street
Home
Restaurant
/Café
Outdoor
Cinema
Vending
machine
Product
Socialization Networking
Emotion
Participation
Social Network
Website
Mobile
“Understanding how consumers
experience packaging is no
longer optional;
it is indispensable.“ Packworld.com

15. The effects of packaging attributes on consumer perception
can influence the consumer experience
Copyright © 2015 Accenture All rights reserved. 15
Brand Heritage Blurring the
Digitization
Innovation driven
by Technology
Social
Communication Servitization
Information
Education
•Key Luxury Packaging Attributes
Existing New

16. Copyright © 2015 Accenture All rights reserved.
Globe Trotters
Connected People Ethic Drivers
Premium Seekers
4
Major
Packaging
Trends
Travel Resistant Packaging
Solid yet Luxurious looking packaging
Engaging Consumers
beyond the shelf
Personalized Packaging, Limited
editions, Art piece adaptation
Extra value for money
Durable and reusable Packaging,
Authentic Materials,
Artisan Craftsmanship on print Finishes
Sustainably produced yet
chic packaging
Combination of raw and organic
material with luxurious finishes
What consumer is what packaging should be
16

17. Office
Gym
Parking lot
Library
Hairstylist
Museum
Gas station
Theatre
Catalogue
Newspaper
Flyer
Store window
Sales
Assistant
Loyalty
card
Kiosk
Contact
center
eCommerce
SMS/ MMS
Videogames
TV/Radio ADV
TV/Radio shows
Movie
Billboard
Promoter
News Information
Sample
Promotion
Radio
TV
Cars
Tablet
Wearable
Store
Concert
Pub / Lounge
School
Airport Station
Hotel
In the street
Home
Restaurant
/Café
Outdoor
Cinema
Vending
machine
Product
Socialization Networking
Emotion
Participation
Social Network
Website
Mobile
Marvis: Packaging can be a sale-driving media platform
Marvis has revolutionized the
concept of toothpaste giving it
a multi-faceted modern
interpretation working with a
vintage packaging of great
appeal, provocative &
increasingly stylish.
It has been introduced in the
travel-size tube and in the
week-end usage for the
GlobeTrotters
Thanks to his retrò
packaging, Marvis has
become so popular
(especially in USA) that
the world's premier
online luxury fashion
destination Net – a –
Porter decided to sell it
close to the Stella
McCartney bags and
Lanvin clothes
Copyright © 2015 Accenture All rights reserved.
Sell on NET – A – PORTER:
Luxury eCommerce
Brand Experience
on the
Marvismint.com
Exclusive Luxury
toothpaste: 7 distinctive
experiences & packaging
Ideal Gift
Contemporary Toothpaste Exhibition
17

18. Office
Gym
Parking lot
Library
Hairstylist
Museum
Gas station
Theatre
Catalogue
Newspaper
Flyer
Store window
Sales
Assistant
Kiosk
Contact
center
eCommerce
SMS/ MMS
Videogames
TV/Radio ADV
TV/Radio shows
Movie
Billboard
Promoter
News Information
Sample
Promotion
Radio
TV
Cars
Tablet
Wearable
Store
Concert
Pub / Lounge
School
Airport Station
Hotel
In the street
Home
Restaurant
Outdoor
Cinema
Vending
machine
Product
Socialization Networking
Emotion
Participation
Social Network
Website
Mobile
C. Louboutin also stood out
for its consistent use of
branding, maintained
throughout all packaging,
from the box….
93% of women are likely
to purchase again from a
retailer whose products
arrive in a “unique,
branded, or gift-like
box”. Any women save
their boxes for shoe
storage*
Copyright © 2015 Accenture All rights reserved.
Personalization:
Video Message for
Items sent as a Gift
Functional Package:
Stickers for the box
Christian Louboutin: how to translate quality online experience
to personalization
18
…and enclosed red tissue paper to
branded cards and envelopes…
plus stickers for the box which
pictured the specific pair for easy
identification in the future

19. Dom Pérignon: how to reinvent image for younger consumer
via Jeff Koons collaboration
Thanks to its special limited
edition Balloon Venus bottle
and gift box realized during
the New York Fashion Week
by Jeff Koons, the
champagne Dom Pérignon
can reposition a brand’s
image to appeal younger
consumer while the limited
availability of the product line
will still draw brand loyalists
In an attempt to attract
the Millennial Set, Dom
Pérignon has officially
introduced the Jeff
Koons collaboration
through their first
Instagram account and
has heavily featured it on
their Facebook page
Copyright © 2015 Accenture All rights reserved.
192.000 likes
11.616 talking about this
Only reserved
through the brand’s
website
Promoting the
Collaboration via
Facebook
Dom Pérignon even
more exclusive than it
has been perceived…
19

20. Veuve Cliquot: when ecodesign is trendy
Maison Veuve Clicquot has
gone green with Naturally
Clicquot, the first ever 100%
biodegradable isothermal
bottle packaging designed
by the trendy and eclectic
Cedric Ragot
Naturally Clicquot is a
Champagne Cooler
composed entirely of
potato starch and
paper and is also
reusable.
Copyright © 2015 Accenture All rights reserved.
324.792 likes
via Facebook
20
Latest revolution in
sustainable packaging:
Naturally Clicquot is a new
packaging solution that was
totally eco-friendly but still
elegant, useful and
audacious. It is both strong
and light.
Label 100% recyclable
Easy to take anywhere
with its convenient
handle
Video

21. Versace: label becomes a service
Tracking Solution is
applicable to all the sales
channels
Consumers are directly
involved.
The control of authenticity is
based on a integrated supply-
chain control system allowing
manufacturers to ask
inspectors and customer’s to
start the information flow
Do you know?
The 62% of fakes
products are purchased
in traditional retails,
while only the 38% on
internet.
Copyright © 2015 Accenture All rights reserved. 21
AUTHENTIC OR FAKE?
WE PROTECT YOU
FROM FAKES
Versace products have a
code which, working as a
DIGITAL DNA, enables
identification, like others:
Applicable to retail
and online channels
Register the
Product
Verify the code

22. No Channels
First time
Consumer
Personalized
Services
Let’s reflect together about
Trends that will impact the packaging industry
Copyright © 2015 Accenture All rights reserved. 22
New
Technologies
Going forward

23. Company Focused
Monolithic
Drive it All
Tool Set
Cost
One Size fits All
Consumer Centric
Modular
Keep it Together
Listen & Adopt
Outcome
Archetypes
23
The New Mindset: the Takeaways
Copyright © 2015 Accenture All rights reserved.

24. For more information please contact:
Francesca Romana Saule
Senior Manager
Accenture Strategy
Via M. Quadrio 17, Milano – ITALY
francesca.r.saule@accenture.com
Copyright © 2015 Accenture All rights reserved. 24
Thank you
Giulia Maria Bisio
Consultant
Accenture Strategy
Via M. Quadrio 17, Milano – ITALY
giulia.m.bisio@accenture.com
Anna Maria Paglialonga
Analyst
Accenture Strategy
Via M. Quadrio 17, Milano – ITALY
anna.m.paglialonga@accenture.com