Packaging isn’t just a container anymore, it’s a channel. We sit down with Designsteins founder and CEO Matt Woolley to unpack how smart packaging, clear storytelling, and rapid execution can turn a product into a cross‑channel experience that sells on the shelf and on the screen. From early lessons in guerrilla marketing to competing with global agencies, Matt shares how his team blends design, engineering, photography, and video under one roof to deliver speed to market without losing craft.
We dig into the mistakes brands make when they assume in‑store packaging will also win online, and how to fix them with richer PDP assets, micro‑video, and emotion-led narratives. Matt explains how to measure success beyond units, think launch quality, execution ease, and client confidence, while still treating the numbers as the scoreboard. He also gets candid about sustainability: the real tradeoffs between premium finishes and eco goals, why the answer is often “more with less,” and how incremental material changes can unlock better facings, denser displays, and cleaner end‑of‑life outcomes.
If you’re leading a brand or selling into major retailers, you’ll hear why emerging players are grabbing share with speed, why social can’t be a checkbox, and how “smart brevity” on pack and online moves shoppers from curiosity to cart. We close with a look ahead at display innovation and data transparency that can finally show what works, where, and why.
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More About this Episode
Design, Storytelling, and Speed: How Packaging Powers Omnichannel Retail Success
In the fast-evolving world of modern retail, the humble product package has become much more than a box or a bag. It’s a storyteller, a salesman, and a brand ambassador all rolled into one. And in the era of omnichannel retailing, where customers interact with products both online and in-store, that package needs to do even more: it needs to connect, convert, and compel across platforms.
On a recent episode of The Digital Front Door podcast, Scott Benedict sat down with Matt Woolley, founder and CEO of DesignSteins, to explore the evolving role of packaging and display in a world where retail is no longer limited to physical shelves. Through a wide-ranging conversation, Woolley offered not only the story of his company’s growth but a masterclass in what it takes to win at retail today.
From Side Hustle to Retail Innovator
Matt Woolley’s path to building DesignSteins is anything but traditional. Trained in art but starting his career in banking, he soon realized that his passion for creative problem-solving wasn’t going to be fulfilled by spreadsheets. A bold leap into the creative world led him to partner with artist Jesse Jacobs, and together they founded what would eventually become a full-service omnichannel packaging, display, and content firm based in Northwest Arkansas, the beating heart of U.S. retail.
Starting small, the team worked with local businesses, learning how to maximize limited budgets through guerrilla marketing and efficient design. This grounding in resourcefulness proved pivotal. As Woolley explains, “It’s all about finding the biggest bang for your buck. Small businesses taught us to think lean, think fast, and think differently, and those lessons scaled up when we began working with major retailers like Walmart.”
“We Help Sell More Product”: Packaging With Purpose
DesignSteins' tagline is refreshingly direct: We help sell more product. But that simple mission carries deep complexity behind the scenes.
As Woolley explains, success in packaging isn’t just measured by sales (though that’s certainly part of it). It’s about how smoothly a display was executed, whether the brand’s story was effectively communicated, and whether the consumer felt emotionally connected to what they saw, online or in person.
Packaging, in Woolley’s words, is media. It’s a vehicle for brand storytelling, and in omnichannel retail, that story must translate across shelf, screen, and social.
“If you’ve got great packaging in-store, that’s great. But does it translate online? Does it tell a story digitally? Is there video, 360 imagery, lifestyle content? Without that, you’re leaving potential on the table,” he said.
Omnichannel Design: Thinking Beyond the Shelf
One of the central themes of the conversation was the misconception that packaging only matters in-store. While some brands still operate this way, focusing on how a product looks on the shelf while neglecting its digital footprint, the most successful brands understand packaging’s dual role.
“In the store, I’m an impulse buyer,” Woolley admits. “But online, it takes more finesse. You need to tell a deeper story. Talk about the material. The benefits. Show me the experience.”
DesignSteins often works with clients to optimize that omnichannel presence, ensuring a package not only stands out on the shelf but also shines on Walmart.com, Amazon, and wherever else consumers are scrolling. This means integrating physical packaging design with digital content creation: photography, video, CGI, and more.
The Secret Advantage: Speed and Flexibility
One of the most compelling differentiators for DesignSteins is speed. In a world where product lifecycles are shrinking and retailers are demanding faster turnarounds, agility is critical. Woolley and his team operate with the nimbleness of a startup but the capabilities of a full-scale agency.
“In retail, if Walmart says jump, you ask how high, and then you go two feet higher and two days sooner,” he jokes. “That’s how you win.”
DesignSteins often supports both emerging brands looking to make their mark and large suppliers who need a fast, creative “B team” that can cut through internal red tape. This dual positioning gives the company unique insights into how innovation is being driven, not just by the traditional power players but by upstarts using speed, story, and savvy to grab shelf space.
How Emerging Brands Are Disrupting the Game
According to Woolley, some of the most exciting innovation is coming from newer, smaller brands. Without the layers of corporate bureaucracy, they can move faster, take creative risks, and launch quickly, often outperforming legacy players simply because they’re more in tune with the consumer journey.
“They may not have the most innovative product,” Woolley admits, “but they’ve nailed their story. They understand social. They connect on every channel. And when the consumer sees the product in-store, they remember the brand from TikTok or Instagram, and they buy.”
These brands don’t just create packaging, they craft emotional experiences that resonate across platforms. That level of holistic storytelling is what leads to brand loyalty and retail success.
Packaging and Sustainability: A Necessary Evolution
The conversation also tackled the ever-pressing topic of sustainability. While many retailers and brands are pushing for more eco-friendly packaging, Woolley is honest about the challenges.
“We want to do better,” he says. “But right now, sustainable materials that look good and perform well often come at a higher cost. And not everyone’s willing to pay that price.”
Still, Woolley sees progress. DesignSteins is actively working with departments at Walmart to reduce plastic usage and engineer displays that use fewer materials while increasing efficiency. “The real win,” he explains, “is when sustainability leads to better packaging, more product on display, less waste, and a cleaner footprint.”
Data + Design: The Future of Display Innovation
Looking ahead, Woolley teases a new direction for DesignSteins, one that fuses creativity with data transparency. While details are still under wraps, the team is developing a way to connect display performance with quantifiable results. It’s a move that will allow brands to see not just what looks good but what works.
This blend of innovation, accountability, and creative excellence is what Woolley believes will separate the winners in the next phase of retail.
Final Advice for Brands: Embrace Story, Simplicity, and Speed
When asked what advice he gives most often to new clients, Woolley doesn’t hesitate:
“Don’t assume just because you’ve been great, you’ll continue to be great. Stay humble. Stay curious. Tell your story simply and powerfully. And remember, in retail, speed matters.”
He also recommends the book Smart Brevity by the founders of Politico, a guide to communicating clearly and compellingly, especially in a world full of noise.
“People don’t need every detail on the box,” he says. “They need a reason to care. That’s what drives the click or the pickup.”
In a retail landscape where attention is fleeting and competition is fierce, the brands that will thrive are those that combine speed, creativity, and clarity. Whether it's a display in Sam’s Club or a thumbnail on Walmart.com, packaging is still one of the most powerful tools for converting shoppers. And with firms like DesignSteins leading the charge, the future of omnichannel packaging looks both beautiful and bright.
