Smurfit Kappa white paper about shelf ready packaging

A white paper published by Smurfit Kappa reveals that a significant opportunity is being missed by brands fighting for shopper attention in supermarkets. Despite 76% of purchase decisions being made by shoppers in-store, brands are often failing to seize upon the powerful marketing opportunity it represents.
In particular, many are missing out on the growing trend towards Shelf-Ready Packaging as a measurable way to influence shoppers directly at the point-of-purchase. Smurfit Kappa found that up to 40% of a product viewed on-shelf can be made up of secondary packaging, a marketing channel which often falls outside the radar of brand teams (Press Release Smurfit Kappa, 27 November 2014).
Click here for the press release.
Click here for the white paper (784 kB).

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