Secondary packaging is no longer confined to protecting products and preventing waste during transit. Brands and retailers are increasingly using innovative solutions such as retail-ready packaging to speed up the logistics of getting products onto shelves while also attracting consumers at the point of sale. According to a May 2014 report by PMMI, The Association for Packaging and Processing Technologies, the market for retail ready packaging is growing and will continue to do so. Retailers in search of more efficient packaging are continuously driving this growth.
There are a number of characteristics that any retail-ready packaging solution must meet. Most simply, it is necessary to remember it’s in the best interest of consumers and brand owners for packaging to be easy to identify. Additionally, information printed on the outside of a container not only helps consumers find products quickly but also reduces the risk of placement errors in storage. This is especially important for goods arriving at stores in high volumes.
Packaging solutions that streamline the process of in-store stocking also save retailers time. Innovative secondary packaging solutions should have clear opening instructions and involve one or two simple steps. In-store staff should be able to open containers without the use of extra tools such as knives or box-cutters. Well-designed perforation solutions can not only improve safety but also greatly reduce the chance of product damage.
Replenishing shelves is also typically simpler if the package is stackable, transportable and maintains its structure once open. Packaging that adheres to these conditions serves customers, brand owners and retailers alike by enhancing the consumer shopping experience and conveying a brand’s story by helping retailers stock efficiently.
Georgia-Pacific, Atlanta, is committed to providing a range of offerings that make products easy to identify, easy to open, easy to replenish, easy to shop and easy to recycle. This commitment is demonstrated by the company’s Brand Ready Packaging (BRP), the company’s latest evolution of in-store retail ready packaging.
Connecting with consumers
As 82% of purchasing decisions are made at the point of sale, in-store packaging and its presentation is becoming an important element in winning consumer preference. Innovative designs can set a product apart on shelves and have an effect on consumer choice at point of purchase.
Developed to respond to the evolving needs of brand owners, consumers and retailers, BRP uses Georgia-Pacific’s design process, production techniques and proprietary consumer insights to provide a packaging solution that helps communicate a brand's story by maximizing the effectiveness of in-store secondary packaging.
Solutions like BRP are designed to complement the primary package, in order to improve product identification and brand recognition. Consider how shoppers take products off the shelves throughout the course of the day. They typically remove the front products and leave others in the back. BRP works to help prevent loss of shelf-presence and ensure that a brand is visible on the shelf regardless of how many products have been removed.
Higher exposure, of course, can strengthen a brand and consequently improve sales. Bud’s Best Cookies, Hoover, Ala., for example, was able to ensure that new packaging met retailer needs while also building brand impact at the critical in-store moment of choice. At the same time, retailers were able to save both time and money as BRP streamlined their in-store stocking, enabling products to go straight from the truck to store shelves while requiring fewer resources for product unpacking, set-up and arranging.What works best for one brand is not necessarily the best fit for another. Thus, it is important for brand owners to think strategically when implementing packaging solutions to best fit their needs and goals.