The rise in prices that we are currently experiencing is emptying consumers’ shopping baskets, according to data from Aecoc Shopperview and Gelt Data Facts, which state that citizens buy 16% less products, spend 10% less and they make two fewer visits to supermarkets each month. Thus, we’re now seeing austerity consumption, with shifts to private labels and special offers.
Now more than ever, it is important to make brand promotions and discounts stand out at points of sale. Those that manage to impact and attract the attention of consumers, in addition to respecting their sustainability values, will be the most attractive.
“At Smurfit Kappa, to make this possible, we use materials such as corrugated cardboard or honeycomb, which are FSC® certified, to design packaging and displays that are easily recyclable by retailers after their last use. In addition, they reduce CO2 emissions compared to other materials, they use less raw material for their manufacture and their weight is lower,” said Miguel Soares, General Manager of Smurfit Kappa Sorpel, the displays plant of Smurfit Kappa on the Iberian Peninsula.
Another premise that is becoming increasingly important is the need to capture the attention of the consumer. To this end, as Raúl Calleja, European Digital Printing Expert & Trainer at Smurfit Kappa, said: “Thanks to digital printing, displays can be personalised, require shorter runs, reduce lead-time and, very importantly, avoid the use of vinyl, which makes them more sustainable”.
The structure of the display itself is another fundamental aspect that brands must take into account. It must be impressive, which is why Smurfit Kappa makes tools such as DisplaySmart available to its clients, to help them obtain a specific point of sale solution to meet their needs for product launches, promotions, offers, sales increase, increase in brand awareness, etc. The company also uses technologies such as Store Visualizer, which tests the visual impact of design through virtual reality and 3D simulation; ShelfViewer, which allows evaluations of brand presence comparing it with the competition; and Eye-Tracking, to provide predictive data that supports real consumer behaviour.
Smurfit Kappa is a leader in the sector of corrugated paper and cardboard packaging and solutions such as displays. All of them are designed and manufactured in the 19 specialised plants that the group has throughout Europe, which offers the most international companies the opportunity to undertake large projects, controlling costs, and homogeneity of brand image, always with the aim of generating the greatest impact at the point of sale.
About Smurfit Kappa
Smurfit Kappa, a FTSE 100 index company, is one of the world’s leading providers of paper packaging solutions, with around 48,000 employees at around 350 production sites in 36 countries and revenues of 10, 1 billion euros in 2021. We are present in 23 European countries and 13 American countries. We are the only large-scale pan-regional operator in Latin America. Our products, which are 100% renewable, recyclable and sustainably produced, improve our customers’ environmental footprint.