SuperCorrExpo ( Cont’d from Page 8)
Windsor LLC and former Senior Director of Packag- ing Procurement at Walmart. “Changes in Retail and Their Impact on Packaging” was the focus of Sasine’s presentation. He highlight- ed three key points that are needed in order to win in today’s evolving retail marketplace. “Packaging must convey, communicate, and convince,” he said. Sasine suggested there is a massive emerging op- portunity in e-commerce for corrugated packaging and that today, the dominant way to distribute and transport products is via the corrugated box. Thus, packaging companies are tasked with trying to un- derstand how to develop, continuously innovate and manufacture in ways that are more conducive to the needs of retailers and the consumer. “In our modern society, most of what we consume comes from a much larger travel radius than ever be- fore,” said Sasine. “So it’s critical that packaging can convey a product from farm, field and factor y through a distribution network to a point of sale and eventually to a consumer’s home.” Throughout that process, a package needs to com- municate to the channel partners about what it is, where it belongs, how it needs to be shipped or treated and its eventual destination. Those channel partners can be trucking companies, distribution centers,or shipping partners. Convincing Argument Finally, packaging must convince the consumer to buy the product and then it has to also convince the consumer, in the home, to consume the product and eventually go back for a repurchase. Sasine discussed the importance of Millennials and their role in driving changing the way packaging is per- ceived, viewed and consumed.“These folks are coming into their peak buying years, and they’ve grown up with packaging innovation being the normal way things are done,” he said.“This is the first generation that went to soccer practice with Capri Sun pouches.And as a result, what seems modern and unique and individualized is absolutely the normal way things are done.They’ve es- sentially grown up with the expectation that every pur- chase is uniquely for them, right then, in that moment, and not part of building a pantry that they take ingredi- ents from to then cook. That’s a big difference in the way they organize their consumption.” Sasine also discussed how hyper-individualization and the desire for uniqueness and authenticity in many ways drives packaging decisions. Understanding these consumer behaviors, he insisted, is key to dri- ving sales and are critical to success in our industry.
A im for your target audience in the Flexographic Printing Industry and hit your mark. Flexo Market News The only bi-weekly news publication in print and on-line.
For more information please contact:
Robyn Smith 631-838-4408
Greg Kishbaugh 317-306-1060
Tom Vilardi 732-502-0500 ext 304
www.nvpublications.com
Flexo Market News October 31, 2016 13
www.nvpublications.com
Made with FlippingBook HTML5