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Take Flight: Introducing Dache' Davidson of Pregis

Packaging Experience Summit
September 26, 2018

Today we caught up with Dache’ Davidson, Vice President of Marketing at Pregis. Dache' is responsible for driving customer focused sales and marketing initiatives across North American business — leading strategic customer management, corporate branding, communications, demand development and support of segmentation efforts.

In preparation for Packaging Experience Summit on March19 –20, 2019, we are spotlighting our incredible speaker lineup of experts, influencers, and leaders in the packaging and digital print industry.

Today we caught up with Dache’ Davidson, Vice President of Marketing at Pregis. Dache' is responsible for driving customer focused sales and marketing initiatives across North American business — leading strategic customer management, corporate branding, communications, demand development and support of segmentation efforts.

What inspired you to start a career in the packaging industry?

I think the real answer is that packaging inspired me. I entered a career working with manufacturers and distributors of packaging and other products. I was drawn to packaging because this industry has a creative solutions-focused approach to business. At Pregis, we place a heavy emphasis on discovering solutions for brands, rather than just selling them a product or service. From a marketer’s perspective, packaging affords us many opportunities to serve as a platform for a company’s brand image, social messaging, and to connect with consumers.  

 

Explain a bit about Pregis and the company's role in the packaging industry.

Pregis is a protective packaging supplier by trade, but we see our role as creating opportunities to WOW customers. We do this by protecting items as a package travels through the supply chain to its final destination – damage-free to create a joyful, unboxing moment for the end consumer.

 

What's a common challenge that brands face when it comes to safely shipping their products?

One of most common challenges for brands is having to consider and prioritize all of the changing variables of shipping. For example:dim weight reduction, frustration-free packaging, sustainability, and rising costs — all of these factors can be confusing for brands, especially those new to the eCommerce or retail space. The parcel network is a new channel for companies in the consumer-packaged goods space that designed for the retail shelf. As a result, it can be challenging to understand what the best total solution for shipping is.

That is where Pregis comes in.

 

Why do brands need to invest in protective packaging?

As people become increasingly reliant on the convenience, accessibility, and ease of eCommerce, the customer experience has shifted into a consumers’ home when they are unboxing a shipment. That means that the traditional ways a brand connects with customer to create brand loyalty (i.e.future orders) are no longer the same.

Making that unboxing moment a positive/memorable experience that is shareworthy carries a lot more weight than a traditional advertisement. Word-of-mouth through social sharing, influencers, and endorsements from friends is driving the way we make purchasing decisions. If a brand missed the mark on their protective packaging program, it can have major implications on their perception and brand value.  

 

What is one key takeaway you hope to impart at Packaging Experience Summit 2019?

I would like to help attendees understand that packaging is an important part of the customer experience, not an afterthought. Creating effective packaging requires collaborative decision making by all departments, including marketing, design, production, etc.

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