Attendance essential

Packaging Today: What was the inspiration behind the Packaging Innovations exhibition and how has it evolved over time?

Alison Church: Packaging Innovations is Europe's top packaging event and covers all aspects of the supply chain. We see
thousands of technologists, product designers, brand managers and retailers at the event every year.

Packaging Innovations combines the latest products and developments in the market with a lively programme of educational seminars and interactive features. It is the perfect place to find inspiration and innovation in primary and secondary packaging. It gives visitors exposure to products and materials, as well as a platform to discuss their individual business with suppliers face-to-face.

People know it's the place to see masses of materials, concepts, technologies, suppliers and machinery - all under one roof. In essence, Packaging Innovations is all about networking and business, with exhibitors and visitors coming together in a time- and cost-effective fashion.

PT: This year's show sees the return of The BIG Packaging Debate; what were the motivations behind bringing it back and what topics will be covered?

AC: The BIG Packaging Debate is a show favourite as it tackles the pertinent issue of the moment in a lively and interactive environment. Featuring a line-up of the most prominent leaders, personalities and brands in the market, The BIG Packaging Debate is an opportunity to see all the angles of a key, often contentious, topic, whilst offering the audience a chance to participate.

This year's debate will be discussing whether packaging is designed for the consumer or for the supply chain, so I am sure it's going to be a lively one!

The panel includes|: Paul Young, head of packaging service Europe at DHL Supply Chain; Nick Dormon, managing director and founder of Echo Brand Design; and Martina Mercer, editor of The Consumer Voice. The debate will be chaired by Kevin Vyse, packaging technologist at Marks & Spencer.

PT: Please describe some of the differences visitors will see at this year's event...

AC: In the last few years there has been a concentrated focus on expanding the amount of printing and labelling content we offer, demonstrated by the addition of Print Innovations and Labelling Innovations. These new areas offer our visitors inspiration and ideas for shelf standout and how to increase engagement with consumers.

Corporations are often finding that in order to take their brand to the next level they need to establish long-term relationships with their consumers, both in-store and at home. Print technologies, like augmented reality, have given brands a chance to combine their packaging and social media strategies - packaging has really come alive!

Digital printing is now coming of age too, and it is possible to create new marketing initiatives that can really invigorate your brand. A great example of this is the extremely successful 'Share a Coke' campaign.

All this and more will be incorporated into the show content, with stimulating new features to benefit visitors, such as the 3D print demo, Campden BRI eye-tracking technology and Recoup's new Recycling Clinic.

PT: What elements are you most excited about at this year's show? AC: The speaker line-up is fantastic this year. The learnShops seminar programme is packed with industry experts and top global brands, such as Procter & Gamble, Iceland, Tesco, Wilkinson and Asda, all of whom will be sharing their packaging secrets. Packaging guru, Lars Wallentin, head of packaging design at Nestlé, will also be presenting.

PT: Networking opportunities?

AC: Every exhibitor and brand will be launching or showcasing something truly exceptional at Packaging Innovations. With over 350 exhibitors providing packaging solutions for the whole supply chain, it is the perfect opportunity for anyone visiting the show to communicate with suppliers face-to-face. We are seeing a variety of factors coming together that favour growth in digital packaging printing. As more marketers, designers and brands learn of the capabilities of digital printing, they will begin to leverage those techniques to drive sales and enhance pack differentiation.

PT: Can you give us some examples of new products and services to be launched at this event?

AC: Esko will be launching its latest software, Automation Engine Suite 14, which enables weather forecast control pack planning. One of the key elements of the updated software will be the complete integration of non-graphical systems. In day-to-day application this can mean a workflow set up for packaging, based on the weather forecast: for example, if it is hot, there might be greater demand for more strawberry containers or salad packaging. This addresses the need for more JIT delivery, and this level of integration is something Esko believes will be increasingly important to the customer base.

Shuttleworth will be launching its latest ground-breaking MIS platform, designed to help combat lead-times across the print industry, making a huge difference to how companies plan and manage work.

PT: What demonstrations are you particularly looking forward to?

AC: This year's show includes an Eye-Tracking Technology feature run by Campden BRI, which provides a unique opportunity to see through the eye of the consumer in order to understand what drives their spending behaviour and how they navigate a store.

This will provide businesses with the necessary information to develop an enhanced strategy for POS, pack design and product positioning.

A new Recycling Clinic, run by Recoup, will feature experts providing free, one-to-one recycling advice. There will also be a 3D Print feature, which will enable designers, engineers and educators to test and perfect their work with 3D modelling.

PT: What developments have you seen in the packaging industry since the last event?

AC: Digital print has boomed and its huge growth is expected to continue in the packaging sector. According to a new report by Smithers Pira, the packaging research and consultancy group, digital print is forecast to reach $15.3bn (£9.4bn) by 2018.

Over the last decade printing has moved from a niche market to a high growth segment within the packaging industry. Traditional printers are now turning to packaging for new business opportunities and the need for these two industries to connect highlights how invaluable Packaging Innovations is for printers who want to stay ahead of the competition.

PT: What has made the Packaging Innovations format so successful?

AC: We established a gap in the market and developed a concept that is unique - an event that showcases the latest ideas and innovations that make this everevolving industry so exciting.

We continually focus on what the industry needs and wants, and it is this approach that makes our show so successful for both exhibitors and visitors.

Every week the Packaging Innovations team call previous and potential visitors to find out what keeps them up at night. We want to hear about their needs so that we can put together a panel, presentation or show feature that could help them.

We don't guess what our visitors want, we actually ask them!

We are constantly looking to develop the event to follow industry trends, so the show keeps on evolving.

www.easyfairs.com/PIUK