The results, reported by brand managers that have partnered with Smurfit Kappa and used the Shelf Smart process to transform how they market their products on the shelf, are further supported by the company’s own research. Over 50 tests, conducted across 11 categories and six countries, analysing the path-to-purchase behaviours of more than 10,000 shoppers, showed that Shelf Smart can help to drive double digit growth in brand visibility and perception. Demonstrating Smurfit Kappa’s expertise and ingenuity, the findings prove that, with the right SRP approach, increases in purchasing intent of more than 10 percent are achievable on the shelf.
This extensive and ongoing research into shopper behaviour undertaken by Smurfit Kappa’s innovation team – led out of its Global Experience Centre in Schiphol, Amsterdam – has provided a wealth of ground-breaking insights that have been incorporated back into the Shelf Smart process to further enhance its performance since it was launched just six months ago.
Shelf Smart was designed to improve FMCG customers’ product performance in-store, where 82 percent of purchasing decisions are known to be made in an average of four seconds, according to the most up-to-date research*. It involves a six step process that deploys cutting-edge technologies in combination with Smurfit Kappa’s unique packaging expertise, shopper insights, innovative designs and collaborative partnership approach, to test, refine and prove on-shelf shopper marketing strategies before they go live.
At the outset, insight tools such as Smurfit Kappa’s Shelf Viewer technology – which compares the positioning and merchandising of up to 40,000 other products and placements – are harnessed alongside global design expertise to develop bespoke packaging solutions tailored to real-world challenges. An innovative 3D visualizer is then used to bring the idea to life in a risk-free virtual environment, before finally testing its impact on real shoppers using online eye-tracking tools developed in collaboration with high-tech partner EyeSee.
Part of Smurfit Kappa’s relentless focus on saving customers time and money by making a packaging solution right before it is made real, Shelf Smart is the first service on the market to offer brands this kind of guaranteed optimisation. The whole process from problem definition to proven solution takes as little as six to eight weeks.
Arco Berkenbosch, Vice President Innovation and Development at Smurfit Kappa, comments: “Shelf Smart is shaking up the shopper marketing world: it’s redefining how brands market their products, and proving just how powerful and measurable a marketing tool SRP can be. Smurfit Kappa is leading the way in partnering with brands to gain maximum disruption, exposure and ultimately sales. We’re delighted but not surprised to hear such impressive sales results being achieved by FMCG customers already.”
Smurfit Kappa’s network of Experience Centres and the Shelf Smart service are prime examples of the company’s strategy to ‘Open the future’ for customers, by delivering growth through insight and innovation. They exemplify Smurfit Kappa’s wider commitment to maximising value for its customers, by developing proven packaging innovations that drive business success.
Smurfit Kappa wins two prestigious Scanstar 2016 packaging award
Smurfit Kappa in Norway and Denmark have both won a Scanstar 2016 Packaging Award – awards which are organised by the Scandinavian Packaging Association (SPA), a body incorporating the national packaging organisations of Denmark, Finland, Iceland, Norway, and Sweden.
Smurfit Kappa sites around the globe get involved in Health & Safety Day activities
Smurfit Kappa, one of the world leaders in paper-based packaging solutions, has today kicked off its annual Health & Safety week, demonstrating its commitment to the health and wellbeing of its employees across the globe.
Smurfit Kappa equips Maison Johanès Boubée with a complete line for Bag-in-Box
Smurfit Kappa, an expert in complete Bag-in-Box® packaging solutions and one of the leading providers of paper based packaging solutions in the world, has announced its collaboration with Maison Johanès Boubée, one of the major players in the French wine trade.
Smurfit Kappa named Continuous Improvement Supplier of the Year 2015 by Philips Lighting
Smurfit Kappa has been commended for its innovation, expertise and commitment to the highest standards of sustainability by its long term partner, Philips, and has been named Continuous Improvement Supplier of the Year 2015, achieving the Philips Lighting – Quality and Sustainability Excellence Award.
Smurfit Kappa bags two prizes at the Art of Packaging Awards
An innovative design for fruit juice called ‘Ice Box’, designed by Smurfit Kappa Poland, has won in the ‘Packaging Concept’ category at the recent Art of Packaging Awards. The same pack also took third place in the Overall Award covering all categories.
Smurfit Kappa renews partnership for second edition of Concours International Wine in Box
Smurfit Kappa, an expert in complete Bag-in-Box® packaging solutions is partnering with the Concours International Wine in Box contest for the second time. This international competition aims to promote high quality wines in Bag-inBox® packaging. The second edition of the contest will take place in Toulouse, France on March 18.
Smurfit Kappa Ireland wins three national awards in one week
Smurfit Kappa’s commitment to delivering excellent print and packaging solutions to customers has once again been demonstrated, with its Irish operations recently receiving three accolades in one week at the Irish Print Awards and the Checkout National Retail Supplier Awards.
Smurfit Kappa receives WorldStar recognition for seven innovative packaging designs
Smurfit Kappa has once again been recognised for its innovative design-led approach through seven highly prestigious WorldStar Awards - a celebration shared with valued customers including Mars, PepsiCo, O. Kavli and Unilever
- Elias Bittan
- Product Info
- Created 07 OCT 2015
- Modified 02 DEC 2015
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