Retail-ready corrugated shippers get better, more popular

Retail-ready corrugated shipperToday’s demands on shelf-ready packaging (sometimes called retail-ready shippers) have become the hot topic in corrugated point-of-purchase display cases. Speaking today at the 2011 IADD*FSEA Odyssey in Nashville, David Couture, display design manager with Rock-Tenn Corp., and Tom Sporleder of diemaker Printron Steel Rule Die gave some insights into the latest developments.

The traits of a successful retail-ready shipper? They are easy…as in easy to identifiy on the shelf; easy to open; easy for store staff to replenish; easy for the consumer to shop from them; and easy to dispose of when empty (hopefully for recycling).

Cheestrings shelf-ready packagingAmong the market drivers: Successful applications across Europe through retailers such as Tesco and Asda are making Walmart in the US and Canada add them to their “must” list; they provide good cost savings through lower labor demands by store personnel as well as supply-chain efficiencies; they benefit consumers with better on-shelf availability and visibility of products; and for CPCs, they provide good shopper marketing, eye-catching graphics through things such as litho-lamination, brand blocking on the shelf and ultimately, better sales.

Tips for converters: Any retail-ready shipper must be cost-neutral to the CPC; it is NOT always effective in all packaging applications; all perforations are not created equal to convert a clean-tearing package; the diecutting blankets employed must be nearly new (variations will only vary the end result); partner with a die supplier experienced in retail-ready shippers; and the right combination of dieboards, rules, dies, blankets and pressures are needed to end problems with perforated-box failure prior to placing it on the store shelf.

Fortunately, some standardization is available: Mostly based on rotary diecutting research rather than flatbed-platen, standards are set for flute and cutting angle with two or three variations. As Sporleder says, “We can say what works and what to avoid because it doesn’t work.”

This entry was posted in coating/laminating, package printing, paper/paperboard/cartons, sustainability and tagged , , , , , , , , . Bookmark the permalink.

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