PACKAGING IN A DIGITAL WORLD

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Darrell Moody
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1 PACKAGING IN A DIGITAL WORLD Arco Berkenbosch 15 th November 2016

2 1 PACKAGING IN THE DIGITAL WORLD

3 PACKAGING IN THE DIGITAL WORLD 2,370 days or 6.5 years worth of unboxing videos were uploaded to YouTube in million search results for the term unboxing 1 in 5 consumers say they have watched an unboxing video Source: Rajapack

4 THE DIGITAL WORLD EMPOWERS THE SHOPPER RULE 1 RULE 2 RULE 3 RULE 4 ZERO TOLERANCE GOOD ENOUGH TOTAL ABANDON FOR POOR EXPERIENCE BEATS PERFECT ACCOUNTABILITY ABSOLUTE CONTROL

5 THE DIGITAL WORLD EMPOWERS THE SHOPPER RULE 1 RULE 2 RULE 3 RULE 4 WE CROSSED BARRIERS IN CHOICE, TRANSPARENCY AND SERVICE ZERO TOLERANCE FOR POOR EXPERIENCE EXPECTATIONS GOOD ENOUGH TOTAL ABANDON BEATS PERFECT ACCOUNTABILITY ABSOLUTE CONTROL

6 CONTENT IS KING CONTACT IS KING 5 5 : S M U R F I T K A P P A

7 SHOPPER 2.0 Shops anyplace, anytime, anywhere DISCOUNTER CONVENIENCE STORE HYPERMARKET ONLINE OUT OF HOME

8 IN A DIGITAL WORLD THE SHOPPER DECIDES GREATER CHOICE FASTER REVIEWS LOW SWITCHING COSTS

THIS CREATES A NEW REALITY IN THE VALUE CHAIN Disrupter RE-PACK Pure E-tailer

Ordering unit Outer pack Packing hall SHOPPER Out Of Home Proximity Cash and

pack Standard Promotions collation Specialized Grey Channel Direct Sales

9 THIS CREATES A NEW REALITY IN THE VALUE CHAIN Disrupter RE-PACK Pure E-tailer Discounter Large/ hypermarket Ordering unit Outer pack Ordering unit Outer pack Ordering unit Outer pack Packing hall SHOPPER Out Of Home Proximity Cash and Carry Ordering unit Outer pack Ordering unit Outer pack Ordering unit Outer pack Standard Promotions collation Specialized Grey Channel Direct Sales Ordering unit Outer pack Ordering unit Outer pack Product (SKU) 8 S M U R F I T K A P P A 8

Packaging world june 2016 * according to E-tailers, Cross border e-commerce

10 THE LATEST SALES CHANNEL: E-COMMERCE Digital just offers another way for consumers to shop* Safe product arrival is the number one packaging requirement* *Source: Packaging world june 2016 * according to E-tailers, Cross border e-commerce Barometer 2016, Executed by Ecommerce foundation, Report commissioned by Ecommerce Europe 9

11 THE LATEST SALES CHANNEL: E-COMMERCE Increase packing space 100% recyclable +17% space LESS product damage Online Retail and Consumer Quality Award

12 THE NEW NORMAL IN PACKAGING COMPLEXITY Discounter Large/ Hypermarket Proximity Product Direct sales (online) E-tailer (online)

13 THE DIGITAL EMPOWERED CONSUMER DRIVES THE PACKAGING AGENDA MORE COMPLEXITY LESS CONTROL MORE VOLATILITY

14 WELCOME TO PACKAGING IN A DIGITAL WORLD

15 PACKAGING IN A DIGITAL WORLD Do you know.. WHAT DO YOU SELL WHO IS THE CUSTOMER WHAT IS THE MARKETING STRATEGY

16 PACKAGING IN A DIGITAL WORLD What is your marketing strategy? REPLENISHMENT SALES ENABLING 15 S M U R F I T K A P P A

17 PACKAGING IN A DIGITAL WORLD Sales enabling packaging

18 PRODUCTION CENTERED DESIGN I love my cat, so she deserves Choupette REGULAR 17 S M U R F I T K A P P A

19 USER CENTERED DESIGN REPLENISHMENT EXPERIENCE 18 S M U R F I T K A P P A

20 IT IS TIME TO RETHINK THE ROLE OF PACKAGING

21 RE-THINK THE ROLE OF PACKAGING Packaging enabling speed and agility in the value chain CONTACT IS KING TRANSPARANCY IS KING SPEED IS KING EXPERIENCE IS KING COMPLEXITY IS KING

22 CONTACT IS KING Multi channel branding: Using your brands most valuable ad space Imagine it takes just a few days to make the difference Push the brand everywhere to match against as many shopper queries as possible 21

23 CONTACT IS KING Multi channel branding: Using your brands most valuable ad space Imagine it takes just a few days to make the difference Push the brand everywhere to match against as many shopper queries as possible 22

24 BE VISIBLE AT THE FIRST MOMENT OF TRUTH 23

25 TRANSPARANCY IS KING Being total accountable The packaging experience impacts your Reputation Every challenge will be reported - Credible sustainability claims - Seamless service experience 24

26 SPEED IS KING Be the first to launch your product In packaging launch and refine replaces develop and plan Source: BoozAllen,

27 SPEED IS KING THE ISSUE: BRAND PERCEPTION POWERED BY SHELFVIEWER THE SOLUTION: CONCEPT DESIGN POWERED BY INNOBOOK PROOF: PERCEPTION INCREASE VISIBILITY: +34% BRAND PERCEPTION: +29% 26

28 EXPERIENCE IS KING Packaging helps a seamless experience Online and Offline Replacing a destroyed item can take up to 17 times as much as shipping and overcoming negative reviews stemming from such an incident can take months* *PMMI, pack expo las vegas

29 EXPERIENCE IS KING During the entire shopping experience.offline 28

30 THE BRAND EXPERIENCE 29

31 EXPERIENCE IS KING During the entire shopping experience.online - 36% material - 66% packing LESS product Time-consuming time damage packaging Use of foil Product Damage

32 EXPERIENCE IS KING A inspiring unpacking experience 31

33 COMPLEXITY IS KING Do not fight packaging complexity, but MANAGE IT Packaging helps OFFLINE SALES CHANNELS ONLINE SALES CHANNELS 32

34 REGULAR SHELF DISCOUNTER E-COMMERCE: READY TRANSPORT PACKAGING CONSUMER PARCEL PACKAGING Do not fight complexity, but Manage it Packaging helps 33

35 SUMMARY Using the most valuable service to generate short term results Most organizations know what to do, but need to do it* BETTER SMARTER FASTER *Source: Accenture, adding value to parcel delivery, September

36 SUMMARY Develop packaging enabling speed and agility in the value chain CONTACT IS KING TRANSPARANCY IS KING SPEED IS KING EXPERIENCE IS KING COMPLEXITY IS KING

37 PACKAGING IN A DIGITAL WORLD STANDARDISE STRATEGY, MODULARISE PACKAGING 36

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