CEO of Smurfit Kappa UK Undertakes Night-Fill at ASDA-Wal-Mart
09 October 2007
Retail Ready Packaging (RRP) is of such fundamental importance to Smurfit Kappa UK that its entire senior management team, including CEO Clive Bowers, has undertaken a night-fill exercise at ASDA-Wal-Mart to understand the issues shelf-stackers face.
Although designing effective RRP involves far more than simply aiding the storeroom to shelf process, it still remains an intrinsic aspect in ensuring that the product not only reaches the shelf in optimum condition, but is also displayed properly.
This exercise builds upon the ‘Mile in My Shoes’ initiative where Smurfit Kappa’s design team gained invaluable work experience stacking shelves in a number of retail environments to reveal the dilemmas faced by the hidden consumer – the shelf stacker. The results of this initiative were so enlightening that Smurfit Kappa was awarded the Consumer Insight award from the IGD.
Smurfit Kappa’s continued investment in developing its expertise in the field of RRP has formed the basis for the launch of three unique programmes. The programmes are aimed at assisting marketers, buyers, packaging designers, technologists and retail managers in understanding the complexities involved in creating the right type of retail ready solution and how it can directly benefit their operations.
The programmes are:
Eye Opener – An introduction to retail ready packaging;
Shelf Assured – Converting shelf ready into retail ready packaging and;
Retail Ready in One Day – A fast-track development process using the facilities and resources of Smurfit Kappa.
By working with the major retailers, Smurfit Kappa is able to update its programmes ensuring they offer the latest in RRP insight by understanding each retailer’s unique set of requirements.
Brian Gibbs, ASDA’s RRP manager believes it’s vital that ASDA continues to work in partnership with its major stakeholders to maximise RRP potential. “At ASDA we strongly believe in supporting initiatives that enable our suppliers to fully understand the issues faced in the retail environment. By working with Smurfit Kappa we can help ensure that the expertise and advice their customers receive takes into account the needs of the retailer. That way we all benefit by working together to deliver truly effective RRP solutions.”
Other Press Releases By This Company
- 27/07/2009 - Smurfit Kappa creates sell-out heritage packaging for Adnams
- 13/07/2009 - Smurfit Kappa "Skuffbox" set to revolutionise protective packaging
- 08/06/2009 - Revolutionary Transit Retail Display Unit stacker from Smurfit Kappa
- 04/12/2008 - Leading Packaging Manufacturer Creates Reinforced Mail order Pack for Wine
- 28/10/2008 - Water Resistent Corrugated Cardboard Packaging
- 25/04/2008 - Gold rush for Smurfit Kappa at EFTA print awards
- 09/11/2007 - Smurfit Kappa Wins With its Innovative GroBox Biodegradable Design
- 09/10/2007 - Smurfit Kappa Leads in the Corrugated Recycles Campaign
