The Shelf Ready Packaging Dilemma

What is Shelf Ready Packaging?
Shelf ready packaging, SRP, retail ready packaging , RRP, shelf friendly packaging, SFP……. it all basically means the same – packaging your product so that it is delivered to retailers in a ready to sell format. For example rather than sending your product out in a bulk carton of 24 units that then need to be individually handled and stacked on the shelf, shelf ready packaging is the way of packaging the product into a carton or outer shell that ends up on the shelf as part of the display, eliminating the need for the shelf packer to handle individual units.

Shelf Ready Packaging

What are the Benefits?
Savvy marketers and early adopters quickly realised that these shelf ready packaging units where another opportunity to get your brand and product messages across. This tray was no longer just the cardboard used to protect the goods in transit, it was also now part of the products packaging and brand messaging. It is commonplace now to see vibrant SRP trays and units which are forming part of the eye appeal for products and there are some really clever designs which I firmly believe are still evolving.

So in short the benefits for the retailers are less handling of products and more vibrant shelf displays and shopping environments which in turn drive sales. In fact some supermarkets now, not just the bulk retailers, are insisting that all suppliers move to shelf friendly packaging. The benefits to you the supplier are the additional marketing opportunity and shelf eye space you have been given – don’t waste it!

Where do I start?
First of all get a copy of your retailer’s shelf ready packaging guidelines. Each retailer is different and you will need to make sure you adhere to them. There might be stipulations such as the size of the carton, how much of the product should be covered by the bottom lip and even what materials are preferred.

Next go to your retailer and have a look at the shelf space you intend on occupying. What are your competitors doing? Stand back – what is the most eye appealing item there and why? How do you want your packaging sit amongst all the others? You also need to consider are your customers loyal purchasers looking for your key brand messages or are you trying to attract new buyers who are looking for something innovative?

And then perhaps most importantly make sure your packaging designers consider the stability and sturdiness of your packaging for transport and movement prior to it landing on the shelf. There is no point and spending all your time and money on a beautiful packaging design if it arrives in a crumpled mess after being loading on and off trucks and placed in and out of pallet racking.

Your next step will be looking for a co-packer to assist with your shelf ready packaging in Sydney. And that’s where we come in – at Hoxton Industries we have had years of experience with assisting large and small companies with the shelf ready packaging projects. From carton displays, shrink wrapping trays, hot gluing wobblers and even assembling complex pallet size displays, we can assist no matter what your requirement is and we are only too happy to share our experience and industry knowledge – see you at the shelf!


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