Smurfit Kappa says its latest innovation in digital on-demand printing enables marketers to react quickly to market trends with fully customised shelf ready packaging reflecting the latest offers, promotions and fast-reaction marketing campaigns.
According to the paper-based packaging company, the new online digital printer developed with its partner Limitronic means that topical campaigns can be created from scratch, with the “shortest ever” link from studio to shop floor.
The innovation, Smurfit Kappa says, will ultimately put the world of packaging on a par with other forms of advertising, in being able to reflect the very latest promotional campaigns, news or sponsorships.
The new online printer can be installed on all types of packing lines at the customer’s site right at the very end of the packing process.
“Seventy-five percent of all buying decisions are made on the spot, in-store,” says Roberto Villaquiran, CEO of Smurfit Kappa’s corrugated division.
“This latest innovation means on-shelf packaging becomes another form of brand advertising, reflecting the very latest campaigns delivered at the moment the consumer is at the point of purchase.”
According to Smurfit Kappa, the new high-definition technology has been trialled and proven in the market, and is now being rolled out via Smurfit Kappa’s Machine Systems operations.
Villaquiran adds: “In terms of reaching the consumer with the latest brand messaging, this makes the supermarket aisle more akin to the high street.
“With this latest innovation, which has proven to be successful from a manufacturing point of view, the opportunities for customisation, at speed, are astonishing.”
