Inside-the-Box (CONT’D FROM PAGE 14)
piece, something shared, not discarded. That box isn’t re- cycled; it’s kept. That experience strengthens emotional connection and helps build lasting brand loyalty. For B2B, the opportunity is even more underestimat- ed. Not only can the brand utilize the same messaging as B2C, but there are additional opportunities: SKU and re- order cues, setup instructions, visual shelf display guides, and repeat order prompts. This is a moment of value, and too many corrugated box salespeople ignore it. In another conversation with a respected general manager of a large converter, I raised the topic and he responded, “I already have inside printing capability, I just run it through the machine twice.” It works, technically. But it’s not very cost effective, and more importantly, it high- lights the gap between having a capability and designing a process that fully leverages it in a single, efficient pass. So that raises an important debate: when is the right time to invest in single pass inside-the-box print capabili- ties? Do you ignore one of the fastest-growing segments in packaging and continue with business as usual? Do you wait until competitors adopt the capability first, then react? Or do you position yourself ahead of the curve, while the demand signal is already clear? Two recent installations make one thing clear: the mar- ket isn’t preparing for inside-the-box printing, it already expects it. Paul Stack is a Senior Sales Advisor at BW Papersys- tems ( www.bwpapersystems.com ).
rived plain on the outside, marked only with the company’ name. Yet the moment I opened it; the inside printing im- mediately transported me back into their store. The familiar trademarked gingham plaid pattern triggered recognition, comfort, and connection. Maybe some of it was subcon- scious, but I could still sense the in-store experience. It was a powerful reminder that brands historically built on sensory, in-person experiences are now shifting into a very different environment where packaging and unbox- ing become the primary in-home brand moments. And that makes this shift even more relevant. Inside-the-box printing isn’t just about making some- thing look nice, it’s a communication tool. And more often than not, it’s an underutilized one, offering a uninterrupted canvas for the brand to speak directly to the customer at the exact moment they’re most engaged For B2C brands, it enables storytelling, sustainability messaging, QR-driven digital engagement, returns and re- cycling guidance, and emotional connection. One of my favorite examples is a popular outdoor ap- parel company that uses inside-the-box printing as a form of art. Inside their packaging, they present a detailed map of Mount Everest hiking trails. When the customer receives their order, attention quickly shifts to the box itself. They unfold it, discover something unexpected, and may even end up hanging it on their wall. It becomes a conversation
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