What exactly is Retail Ready Packaging (RRP)?

The answer is ‘easy’ – it encompasses an approach that aides the storeroom to shelf process and creates impact at the point of purchase.

Increasingly retailers are pressurising their suppliers to not only conform to shelf ready guidelines, but to also ensure their secondary packaging takes full advantage of the opportunity to capture the consumer’s attention. Initially manufacturers and suppliers were urged to convert to shelf ready designs that simply aided the transit to shelf process, thus improving on-shelf availability; however RRP has now moved into a new realm where brand image is a critical consideration.

With consumer choice at an all time high, influencing sales at the point of purchase has never been so fundamental to the success or failure of a product meaning retailers are now encouraging their suppliers to view RRP as a distinct selling opportunity.

Smurfit Kappa is in a unique position to provide advice and proactive RRP solutions to its customers as it works closely with Tesco, Sainsbury’s and ASDA-Wal-Mart in aiding the development of their RRP guidelines, meaning its design team are at the forefront in understanding retailer requirements.

By using the latest industry standards set out by the ECR (Efficient Consumer Response Group) Smurfit Kappa has created three levels of RRP programme following the ‘5 Easy’s’ rule. This approved methodology questions the fundamentals of RRP designs by asking are they easy to recognise; open; shelf; shop and dispose?

For more information on becoming Retail Ready, please use our on-line enquiry form or call Julie Glynn on 0870 850 3877