Retail-Ready Packaging
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
© Copyright 2024