Retail ready packaging (RRP), also called “shelf-ready,” “display-ready” or “shopper-ready” packaging, is favored by retailers because it streamlines the process of in-store stock replenishment. Usually made of corrugated packaging, RRP is strong enough to transport products to the shelves, and also attractive enough to display them to consumers.
Stockers can place RRP goods on store shelves or in displays very efficiently, thus saving stocking time and labor costs. Retail ready packaging also results in less product damage and a neater, more appealing shelf appearance.
But what are the advantages of retail ready packaging for your business and your brand? Suppliers often perceive retail ready packaging as a cost of doing business, but may not be aware of the potential strategic benefits. The fact is that a retail ready package that is specifically designed to perform optimally from the point of manufacture to the moment of selection by the consumer can deliver wins across the supply chain.
Here are three ways that retail ready packaging can improve a supplier’s bottom line:
1: Retail Ready Packaging can improve your sales.
Quality retail ready packaging makes your products easier for consumers to locate and select from retailers’ shelves. It can also increase awareness of your brand. Advances in printing technology now enable the printing of high quality graphics on corrugated packaging, to enhance brand recognition and positively influence consumer choice at the moment of decision-making.
Overall, quality RRP presentation enhances your brand image and makes your products more appealing and easier to buy – all of which points to more of your products flying off retailers’ shelves
2: Retail Ready Packaging will give you a competitive edge.
Because it benefits their bottom line, major retailers are driving steady growth in the RRP market – and that provides competitive opportunities for suppliers.
Retailers are more likely to do business with consumer packaged goods (CPG) suppliers that have addressed the challenges of RRP and are ready to do business in this more “trading partner friendly” way. This is true not only in the US and Canada, but also in emerging markets such as Latin America and Asia-Pacific.
The demand for RRP will also continue to grow as the number of large supermarkets and hypermarkets increases. These stores offer more opportunities for the display of RRP products, and more and more major retailers of food products and other goods globally are adopting some form of RRP standard.
3: Retail Ready Packaging can leave a smaller environmental footprint.
While the primary drivers for RRP adoption by retailers have to do with cost savings, another important advantage of RRP that benefits the entire supply chain (if not the entire planet) is material use reduction.
Environmental sustainability is becoming part of the brand image and marketing approach of more and more major retailers, such as WalMart. Today’s sophisticated RRP designs can help reduce extraneous packaging materials. In many cases, RRP can eliminate entire portions of traditional packaging solutions, while delivering superior structural strength through a variety of corrugated packaging innovations.
Strong, lightweight, lower-cost and environmentally friendly corrugated packaging is the ideal material for retail ready packaging solutions.
Has your company begun exploring retail ready packaging yet? How are you currently viewing the opportunities and challenges it presents?
Flickr Photo Credit: by yooperann