Shelf Ready Packaging – News from ID Magasin

There are a great many factors to take into account when devising shelf ready packaging, as it has to perform effectively at every stage of the supply chain. But one element which is frequently overlooked is the final arbiter – the shopper.

It’s obviously vital that SRP should stand up to the rigours of the journey from production line to shop floor, that it is convenient for staff to handle and that it should be apparent that it is SRP and not just protective packaging. However, safe arrival on the shelf is only the beginning.

ID Magasin’s research shows that shoppers, who are rarely aware of the SRP concept, perceive it as part of the overall packaging. And, although shoppers certainly look at SRP, it typically has very little cut through.

These facts have enormous ramifications for the construction and design of SRP. Unless appropriate principles are employed, with the shopper firmly in mind, a damaging disconnect between shopper and product is introduced.

Moreover, with consumer and political pressure combining to militate against excess packaging, an interesting challenge arises – how to use SRP to reduce the overall packaging burden rather than increase it.

If you would like to discuss these issues, and create SRP that addresses the needs of the shopper, please contact Gemma Steward on 01858 461461 or at gs@idmagasin.com

PS please check out ID Magasin's brand new website at www.idmagasin.com

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