In response to the considerable number of aspects involved in producing effective retail ready solutions, the ECR (Effective Consumer Response) workgroup has drawn together a set of functional guidelines to act as industry standards and ensure packaging solutions are not just 'shelf ready' but 'retail ready'.

As contributors to these guidelines, Smurfit Kappa has developed 3 RRP Programmes which will assist all disciplines involved in the supply chain to take into account the key factors involved in becoming retail ready, namely that packs should be:

Easy to Recognise

• Clear graphic recognition of product
• Clear position of brand / variant / size information

Easy to Open

• Clear opening instructions
• Secure retention of product during opening

Easy to Shelf

• Effective use of shelf space - size, depth and height
• How many consumer units per RRP Pack

Easy to Shop

• Brand, varient and size visible to shopper on consumer unit
• Shopper can easily remove and place back consumer units from RRP Pack

Easy to Dispose

• Handling after use
• No mixed material that cannot be seperated

For a FREE Smurfit Kappa factsheet on the '5 Easys' please contact Julie Glynn on 0870 850 3877 or request one via our online enquiry form.