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3. roofing

Retail-Ready Packaging
Retail-ready packaging has been the making of corrugated,
elevating its status from dull but worthy basic brown box to one with
standout shelf appeal. So what's next for the format, asks Des King.
solution
not only
retailer
cost and
opportunities
for its for
application,
Firstly,Firstly,
an important
distinction:
an important
distinction:
solution
not reduces
only reduces
retailer
cost and
opportunities
its application,
time in
shelf
but also
packaging
development
although
they they
are are
often often
although
time
in management,
shelf management,
butacts
also as
actssaid
as said
packaging
development
an an
eye-catching,
practical
brandbrand
manager,
Jonathan
Couper.
referenced
in theinsame
breath
referenced
the same
breath
eye-catching,
practical
manager,
Jonathan
Couper.
ambassador.
'The continuous
improvement
'The in-store
experience
for the
retailready
and and
shelf-ready
retailready
shelf-ready
ambassador.
'The continuous
improvement
'The in-store
experience
for the
in retail-ready
packaging
is testament
to customer
and their
packaging
- RRP
and and
SRP SRP
packaging
- RRP
in retail-ready
packaging
is testament
to customer
and interaction
their interaction
the extent
to which
the corrugated
industry
with the
and so
theso the
respectively
- undertake
totallytotally
respectively
- undertake
the extent
to which
the corrugated
industry
withpackaging,
the packaging,
and
is listening
and and
is taking
an innovative
brand,
is key,isand
not not
separate
functions,
explained
separate
functions,
explained
is listening
is taking
an innovative
brand,
key,we
andhave
we have
approach
towards
identifying
ways ways
in which
wanted
to put
Asda Asda
packaging
services
packaging
services
approach
towards
identifying
in which
wanted
to any
put potential
any potential
we can
the
whether
that that
barriers
in theinway
this.of this.
corrugated
director,
Brian Brian
corrugated
director,
webe
can
bemost
the effective,
most effective,
whether
barriers
theof
way
is via
design
or production
Gibbs.Gibbs.
And And
as the
as one-time
the one-time
is product
via product
design
or production
efficiencies.
The thinking
is what
makes
the the
'In principle,
however,
Waitrose
co-chairman
of the
co-chairman
of Efficient
the Efficient
efficiencies.
The thinking
is what
makes
'In principle,
however,
Waitrose
process
better.'
are not
the use
RRP,
Consumer
Response
(ECR)(ECR)
Consumer
Response
process
better.'
areagainst
not against
theofuse
of RRP,
in fact
certain
areasareas
we are
working
workingcommittee
committeethat that
in in
fact
in certain
we are
Ready
reckoning
keen keen
to exploit
them them
more more
as
developed
the the
retail-ready
developed
retail-ready
Ready
reckoning
to exploit
as
No format
is so successful
that itthat
can't
be there
are clearly
big benefits
for for
concept
and and
established
the the
concept
established
No format
is so successful
it can't
be there
are clearly
big benefits
upon,upon,
not least
through
the the
both both
our customers
and and
the the
functional
guidelines
for its
functional
guidelines
for improved
its improved
not least
through
our customers
development
of new
flute flute
specifications
business
whenwhen
they are
in
implementation
somesome
two two
implementation
development
of new
specifications
business
theyused
are used
in
that that
are better
engineered
to minimise
the correct
context.'
decades
ago, ago,
Mr Gibbs
knowsknows
decades
Mr Gibbs
are better
engineered
to minimise
the correct
context.'
shadow
effecteffect
whenwhen
printed
and allow
for The
is currently
finalising
betterbetter
than than
most most
that that
thesethese
shadow
printed
and allow
for retailer
The retailer
is currently
finalising
the the
inclusion
of
more more
userriendly
its own
RRP guide
to provide
differences
are far
beingbeing
differences
arefrom
far from
inclusion
of
userriendly
its own
RRP guide
to provide
betterbetter
support
for itsfor
suppliers:
merely
a matter
of semantics.
merely
a matter
of semantics. perforations.
perforations.
support
its suppliers:
'with 'with
robustrobust
principles
that will
principles
that will
WhilstWhilst
DS Smith's
R flute,
for example,
has ahasmean
that that
we we
deliver
a
'Shelf-ready
is
a
transittransit
'Shelf-ready
is
a
DS Smith's
R flute,
for example,
a mean
deliver
a
similarsimilar
amount
of fibre
a standard
B flute,
genuine
benefit
for all
packaging
solution
for collation
packaging
solution
for collation
amount
of as
fibre
as a standard
B flute,
genuine
benefit
for the
all the
it alsoit has
lower
calliper
that makes
it stakeholders,'
added
Mr Mr
and distribution
that might
end end
and distribution
that might
also ahas
a lower
calliper
that makes
it stakeholders,'
added
thinner
but but
still provides
the the
requisite
Couper.
up up
by by
chance
on on
shelf. shelf.
chance
thinner
still provides
requisite
Couper.
amount
of strength
and stability.
Retail-ready
packaging
adheres
Retail-ready
packaging
adheres
amount
of strength
and stability.
Hopefully,
thesethese
will ensure
to theto'five
and can
theeasies'
'five easies'
and only
can only
Hopefully,
will ensure
Additionally
forming
a more
receptive
base base
there there
is no isobvious
disconnect
be be achieved
achieved through
through
Additionally
forming
a more
receptive
no obvious
disconnect
for solid
colourcolour
is theis knock-on
effecteffect
of between
the RRP
and and
considered
design.
It starts
with with
considered
design.
It starts
for solid
the knock-on
of between
the solution
RRP solution
beingbeing
able able
to produce
a flatter
boardboard
the primary
packaging
it helps
the customer
and works
back back
the customer
and works
to produce
a flatter
the primary
packaging
it helps
through
using using
more more
flutes flutes
per square
metremetre
to display
- often
reflective
of
through
the the
supplysupply
chain,chain,
through
through
per square
to display
- often
reflective
of
of surface
area.area.
A case
in point
is the ishigh
whenwhen
the development
of theof the
whereas
SRP originates
at the
whereas
SRP originates
at the
of surface
A case
in point
the high
the development
quality
flexo-printed
retail retail
readyready
pack pack
corrugated
tray tray
has has
beenbeen
end of
theofproduction
line.' The
end
the production
line.' The
quality
flexo-printed
corrugated
produced
by DSby
Smith
South-West
in R flute
something
of anofafterthought,
'five 'five
easies'
(for (for
anyone
easies'
anyone
produced
DS Smith
South-West
in R flute
something
an afterthought,
for start-up
brandbrand
Jimmy's
Iced Coffee,
now now
notednoted
corrugated
sectorsector
unfamiliar
with with
the collective)
unfamiliar
the collective)
for start-up
Jimmy's
Iced Coffee,
corrugated
at home
on the
of high-end
specialist
consultancy
summarise
the key
that athatequally
summarise
thecriteria
key criteria
a equally
at home
onshelves
the shelves
of high-end
specialist
consultancy
outlets,
such as
Fortnum
& Mason
and and
Packology's
managing
director,
retail-ready
pack pack
is required
to retail
retail-ready
is required
to retail
outlets,
such
as Fortnum
& Mason
Packology's
managing
director,
Harvey
Nichols,
as it isasinitthe
of Robert
Herridge.
fulfil, fulfil,
ie to iebetoeasy
to identify
be easy
to identify
Harvey
Nichols,
is inchill
thesection
chill section
of Robert
Herridge.
Waitrose
or as oranason-the-go
pick me
back back
of store,
easy to
be to
placed
of store,
easy
be placed
Waitrose
an on-the-go
pick up
me up
from a
BP service
station.
'Not on
myon
watch
and not
asnot
faras far
on shelf,
easy easy
to open
(by the
on shelf,
to open
(by the
from
a BP service
station.
'Not
my watch
and
as
Asda
own own
brandbrand
is
store store
staff),staff),
easy easy
to shop
to shop
as
Asda
is
'We've
beenbeen
really really
pleased
with the
concerned,'
said Mr
Gibbs.
'Part 'Part
(customer),
and easy
dispose
(customer),
and to
easy
to dispose
'We've
pleased
withresults
the results
concerned,'
said
Mr Gibbs.
as theaspack
has gone
downdown
very well
of the
from from
Asda Asda
brandbrand
of post
is a Itclassic
win-win
of use.
postItuse.
is a classic
win-win
the pack
has gone
verywith
well with
of brief
the brief
our buyers,
and itand
is certainly
enhanced
our our
implementation
to
primary
formula
that benefits
the entire
formula
that benefits
the entire
our buyers,
it is certainly
enhanced
implementation
to
primary
appreciation
of the
importance
of pack
designers
is notis to
supplysupply
chain,chain,
not not
least least
the the
appreciation
of the
importance
of pack
designers
notput
to put
secondary
packaging
and its
role
thein the
essential
information
belowbelow
the the
retailer
by accelerating
the the
retailer
by accelerating
secondary
packaging
and
its in
role
essential
information
product
development
process,'
said brand
30 mm
that
incorporated
progress
of items
from from
goodsgoods
progress
of items
product
development
process,'
said brand
30 lip
mm
lip isthat
is incorporated
owner,
Jim Cregan.
'We wanted
to make
on allon
of our
RRP
inward
to ontoshelf:
a 50 ametre
inward
on shelf:
50 metre
owner,
Jim Cregan.
'We wanted
to make
all of
ourpacks.'
RRP packs.'
the product
clearly
identifiable
so it so
wasit was
one-way
trip that
one-way
trip can
that seriously
can seriously
the product
clearly
identifiable
important
for the
to be
developments
in store
impact
upon upon
margin
should
it very
impact
margin
should
it very
important
for product
the product
to Further
be Further
developments
in store
presented
on the
shelf in
thein the
'Other'Other
improvements
may may
be be
incur incur
unnecessary
time time
and and
unnecessary
presented
onsupermarket
the supermarket
shelf
improvements
best possible
way. way.
more more
a matter
of thinking
insideinside
personnel
costs.costs.
personnel
best possible
a matter
of thinking
'Belying
anecdotally
reported
reservations
of theof
box,
literally
so,' said
'Belying
anecdotally
reported
reservations
thequite
box, quite
literally
so,' said
to
the
contrary,
'Waitrose
doesn't
Mr MrHerridge.
And And
it is ita isformat
that that
the the
a format
to
the
contrary,
'Waitrose
doesn't
Herridge.'However
'However
particularly
like having
trays trays
in the
comprehensively
it fulfils
the the
corrugated
sectorsector
is particularly
corrugated
is particularly
particularly
like having
in chill
the chill
comprehensively
it fulfils
cabinet
but prefer
products
to beto
stacked
'five easies',
there there
willl often
be be
adeptadept
in delivering,
claimed
the the
in delivering,
claimed
cabinet
but prefer
products
be stacked
'five easies',
willl often
individually
as it aslooks
tidier,'tidier,'
notednoted
Mr an
of time
whichwhich
Confederation
Confederationof
ofPaperPaper
individually
it looks
Mr interval
an interval
of during
time during
whenwhen
the new
pack pack
was was
first first
a retail-ready
tray stands
empty
Industries
(CPI) (CPI)
director
of Cregan
Industries
director
of Cregan
the new
a retail-ready
tray stands
empty
introduced
last year.
The UK's
on the
Indeed,
with with
so
packaging
packagingaffairs,
affairs,Andy Andy
introduced
last year.
The sixth
UK's largest
sixth largest
on shelf.
the shelf.
Indeed,
so
grocery
retailer
is now
actively
exploring
manymany
RRP applications
now in
Barnetson.
'A well-crafted
RRP RRP
Barnetson.
'A well-crafted
grocery
retailer
is now
actively
exploring
RRP applications
now in
64
use, use,
the overall
effecteffect
of a ofofa RRP
there there
will be
slight slight
be available
in twoinother
widths:
the overall
of apply,
RRP apply,
will some
be some
be available
two other
widths:
fixturefixture
stacked
with boxes
at differences:
not just
brands
or SKUs
783 mm
at
stacked
with boxes
at differences:
notfewer
just fewer
brands
or SKUs
783and
mm557
andmm
557(running
mm (running
at
varying
stages
of requiring
due due
to restricted
shelf shelf
space,
but less
75 m/min),
whichwhich
prospective
varying
stages
of requiring
to restricted
space,
but less
75 m/min),
prospective
replenishment
can can
be quite
storage
facilityfacility
at the
of the
adopters
will be
to inspect
replenishment
be quite
storage
at back
the back
of store
the store
adopters
willable
be able
to inspect
off-putting
to consumers.
meaning
that RRP
will tend
to goto at
first first
hand hand
whenwhen
Sun Sun
off-putting
to consumers.
meaning
that boxes
RRP boxes
will tend
go at
straight
from from
lorry lorry
to shelf,'
notednoted
Mr Automation
opensopens
its dedicated
straight
to shelf,'
Mr Automation
its dedicated
'I wonder
if there
isn't some
kind kind
Barnetson.
A fullyAstocked
fixturefixture
that could
worldwide
demodemo
centre
in Bristol
'I wonder
if there
isn't some
Barnetson.
fully stocked
that could
worldwide
centre
in Bristol
of
opportunity
for for
the the
be wheeled
in and
out could
be the
this April.
In theIn meantime,
Sun Sun
of
opportunity
be wheeled
in and
out could
be the
this April.
the meantime,
application
of
a
smart
solution.
Automation
is taking
lettersletters
of
application
of
a
smart
solution.
Automation
is taking
of
technology
so that
the the
intentintent
now, now,
and the
technology
so when
that when
andfirst
thesystems
first systems
box has
its purpose,
a Adding
valuevalue
to theto
RRP
are areon oncoursed
box served
has served
its purpose,
a Adding
theproposition
RRP proposition
coursedfor for
message
is automatically
sent sent
WhilstWhilst
the adoption
of the
futuristic
commercialisation
by thebyend
message
is automatically
the adoption
of more
the more
futuristic
commercialisation
theof
end of
to thetoback
of theofstore,
ratherrather
smartsmart
technologies
currently
underunder
the year.
the back
the store,
technologies
currently
the year.
than than
beingbeing
left unattended
development,
such such
as inductive
inks, inks,
left unattended
development,
as inductive
until until
the shelf
stacker
next next
printed
electronics,
augmented
realityreality
and and
'We're'We're
goinggoing
to show
customers
the shelf
stacker
printed
electronics,
augmented
to show
customers
monitors
that particular
aisle?'aisle?'
near field
is more
likely likely
to how
usetothis
from from
monitors
that particular
near communications,
field communications,
is more
to to
how
useequipment
this equipment
be driven
by brand
owners
and retailers
via the
point point
they they
receive
the the
be driven
by brand
owners
and retailers
via the
receive
The The Faraday
primary
packs,
the indications
are that
artwork
through
to the
Faraday Centre's
Centre's
primary
packs,
the indications
are that
artwork
through
to printed
the printed
commercial
manager,
Andrew
corrugated
RRP RRP
couldcould
be the
next next
sheet.sheet.
ThereThere
is much
more more
to
commercial
manager,
Andrew
corrugated
be the
is much
to
Revel,Revel,
also focuses
on theon
need
application
to beto
targeted
by digital
print. print.
digitaldigital
than than
simplysimply
turning
on a on a
also focuses
the need
application
be targeted
by digital
turning
to keep
thingsthings
neat neat
and tidy
machine
and putting
a piece
of
to keep
and tidy
machine
and putting
a piece
of
withinwithin
the the
fixture.
'A real
With With
the the
muchmuch
heralded
Landa
cardboard
through,'
said said
Mr Mr
fixture.
'A real
heralded
Landa
cardboard
through,'
opportunity
lies isliesproducing
nanographic
presses
now primarily
focusing
Moloney.
opportunity
is producing
nanographic
presses
now primarily
focusing
Moloney.
something
that isthat
a high-quality
on folding
cartons,
there there
is a is real
With the
batchbatch
quantity
something
is a high-quality
on folding
cartons,
a real
Withaverage
the average
quantity
item item
that that
not only
combines
opportunity
for for
Sun Sun
Automation's
printed
at anatintegrated
sheetsheet
not only
combines
opportunity
Automation's
printed
an integrated
the cost-saving,
efficiency
and and
CorrStream
digitaldigital
inkjet inkjet
system
to take
a plant
belowbelow
6,000 6,000
off, off,
the the
the cost-saving,
efficiency
CorrStream
system
to take
a plant
sustainability
benefits
of existing
lead lead
in thein short-run
corrugated
market,
CorrStream
is being
positioned
as
sustainability
benefits
of existing
the short-run
corrugated
market,
CorrStream
is being
positioned
as
formats
but also
said global
product
manager
(digital),
Sean Sean
a single-digit
percentage
point point
formats
but has
alsoconsumer
has consumer
said global
product
manager
(digital),
a single-digit
percentage
appeal
in terms
of both
how ithow
Moloney.
'Whilst'Whilst
all of all
theofdigital
activity
in cost-competitive
alternative
to
appeal
in terms
of both
it Moloney.
the digital
activity
in cost-competitive
alternative
to
worksworks
and how
presents
the the
this this
sectorsector
has has
up until
now now
beenbeen
conventional
print. print.
It does,
and ithow
it presents
up until
conventional
It does,
products.
'Take 'Take
that that
to itsto concentrated
on producing
point point
of sale
however,
have have
a further
key key
products.
its concentrated
on producing
of sale
however,
a further
logical
conclusion
and rather
and display
material,
the CorrStream
is the is the
capability
to
bring bring
into into
logical
conclusion
and rather
and display
material,
the CorrStream
capability
to
than looking
at something
that that
first system
to compete
headhead
on with
albeitalbeit
not yet,
than looking
at something
first system
to compete
onflexo
with in
flexocontention,
in contention,
not he
yet, he
is in isa inbox
or else
that that
is printing
corrugated
trays for
on-shelf
usage.
said. said.
a box
or else
is printing
corrugated
trays
for on-shelf
usage.
presenting
one one
line, line,
why why
'On a'On
cost
we can
analogue
presenting
a basis,
cost basis,
we meet
can meet
analogue
couldn't
in terms
of speed,
widthwidth
and and
'Although
the opportunity
for for
couldn'tyou youlook lookat systems
at systems
in terms
of speed,
'Although
the opportunity
fixture-based
substrate;
handling
print print
runs runs
of upof toup applying
variable
data data
and and
fixture-based retail-ready
retail-ready
substrate;
handling
to applying
variable
packaging
for certain
brands
around
10,00010,000
off with
66 series
delivering
a customised
solution
is
packaging
for certain
brands
around
off our
withwider
our wider
66 series
delivering
a customised
solution
is
or categories
wherewhere
you could
machine
(1345 (1345
mm). mm).
Even Even
though
our ink
goinggoing
to be to
a big
driver
or categories
you could
machine
though
our obviously
ink obviously
be a
big driver
replenish
an entire
section
or costs
are currently
more more
expensive,
we gain
in theinfuture,
right now
theallbig
replenish
an entire
section
or costs
are currently
expensive,
we gain
the future,
right all
now
the big
indeed
the entire
fixturefixture
ratherrather
in terms
of notofneeding
plates,
reduced
set corrugated
manufacturers
are are
indeed
the entire
in terms
not needing
plates,
reduced
set corrugated
manufacturers
than than
individual
products.
You You
up ndup
downtime.
far more
focused
upon upon
reducing
individual
products.
nd downtime.
far more
focused
reducing
couldcould
achieve
standardisation
cost cost
and improving
margin.
All All
achieve
standardisation
and improving
margin.
acrossacross
your retail
formats
that that
'Whilst'Whilst
there there
is scope
for improving
the the
they they
can can
see in
your retail
formats
is scope
for improving
seethe
in current
the current
wouldwould
create
conformity
and and
basicsbasics
of RRPofinRRP
terms
of cost
flute flute
market
- and-there
is no sign
it of it
create
conformity
in terms
ofefficiency:
cost efficiency:
market
and there
is noof
sign
acceptance
specifications,
design,
palletpallet
heights
and and
goinggoing
awayaway
- is systems
running
acceptance with with the the
specifications,
design,
heights
- is systems
running
consumer.
doubleloading
on wagons,
etc, when
it upit toup
seven
or more
colours
on on
consumer.
doubleloading
on wagons,
etc, when
to seven
or more
colours
comes
to what
more more
can can
be done
to the
of increased
set-upset-up
comes
to what
be done
to back
the back
of increased
'Whilst'Whilst
the breadth
of choice
encourage
customers
to buy
from from
the the
costs costs
because
batchbatch
quantities
the breadth
of choice
encourage
customers
to buy
because
quantities
between
competing
brands
package
itself then
that isthat
where
digitaldigital
is are
Supermarkets
want want
between
competing
brands
package
itself then
is where
is reducing.
are reducing.
Supermarkets
wouldwould
seemseem
to militate
against
coming
into itsinto
own.
Corrugated
is following
more more
colourcolour
and and
vibrancy
in
to militate
against
coming
its own.
Corrugated
is following
vibrancy
in
such such
an eventuality
withinwithin
the the
in the
slipstream
of what
has has
beenbeen
store.store.
'We've
worked
hard hard
to beto be
an eventuality
in the
slipstream
of what
'We've
worked
average
supermarket,
it could
happening
in sayinlabels
and flexibles.
WhatWhat
cost competitive
at theatstart;
we we
average
supermarket,
it could
happening
say labels
and flexibles.
cost competitive
the start;
be a be
potential
solution
for the
you are
dotowith
print allows
can can
overlay
that that
with with
all the
a potential
solution
for the
youable
are to
able
do digital
with digital
print allows
overlay
all the
expanding
number
of smaller
manymany
more more
options
to theto
brand
ownerowner
and and
advantages
of variable
data,data,
expanding
number
of smaller
options
the brand
advantages
of variable
convenience
outlets
(C stores)
the retailer,
we are
forward
to etc,
in due
course.
ThoseThose
convenience
outlets
(C stores)
the retailer,
we looking
are looking
forward
to etc,
in due
course.
stocking
1,000 1,000
ratherrather
than than
enabling
box makers
to take
advantage
attributes
that that
are specific
to
stocking
enabling
box makers
to full
take
full advantage
attributes
are specific
to
40,00040,000
SKUs, SKUs,
and and
wherewhere
a ofathat.
nowhere
near yet
where
it canit can
digitaldigital
will come
into play
of RRP
that.isRRP
is nowhere
near
yet where
will come
into when
play when
smaller
footprint
has ahas
direct
be inbe
thein future
once once
people
introduce
the the
customer
is
ready,'
smaller
footprint
a direct
the future
people
introduce
customer
is
ready,'
correlation
to pack
size. size.
digitaldigital
into their
concluded
Mr Moloney.
correlation
to pack
into box
theirplants.'
box plants.'
concluded
Mr Moloney.
'Although
the same
concepts
In addition
to theto66the
series,
CorrStream
will will
'Although
the same
concepts
In addition
66 series,
CorrStream
A poor example of retail ready
packaging
DS Smith provided this flexo printed RRP
solution for Jimmy's Iced Coffee
RRP solution for Waitrose
own-label prawn skewers
65