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Packaging at the point of sale
At this year’s interpack, from 24 to 30 April in Duesseldorf EHI, ProCarton and the pan-European association of design agencies PDA organise a special exhibition, called INNOVATIONPARC PACKAGING, presenting modern retail packaging in all its complexity around five distinct themes. In so-called competence isles on a 2,000 sqm area in Hall 7a the exhibitors will present solutions on the themes of Sustainability (waste disposal, environment and durability), Convenience (functionality and design), Consumer Insights (effect of demographic change, emotionality and multiple sensory perception), Imagination (design aesthetics) and Point of Sale (efficient handling and customer-oriented presentation).
Packaging at the point of sale
EHI has focused on the ‘Point of Sale’ theme and has invited in that context Metro, GS1 Germany, Klingele Papierwerke, Panther Packaging, POS-Tuning, Seyfert, STI Gustav Stabernack, Siegwerk Druckfarben and the PDA. These partners will demonstrate how items of packaging can be designed in such a way that they meet the requirements of the retail trade in an efficient manner. For packaging nowadays has to fulfil a multitude of conditions before it reaches the retailer’s shelves.
The retail branch demands simple handling in order to optimise in an efficient way the work process from the reception of the goods to their arrival in the shelves, as well as an attractive, sales-promoting design. It is of particular importance that the packaging is easy to identify, to open, to move and to dispose of. At the same time it should also make shopping easier for the customer. This particular competence isle therefore concentrates on such trends as Shelf Ready Packaging (SRP) and Retail Ready Displays (RRD) as well as on innovations in the field of labelling and identification, such as laser coding and RFID. With the intelligent RFID shelf Metro will show new possibilities for stock management in retail branches.
Eye-Tracking and Age Explorer
As customers make most of their decisions to buy at the POS, it is of the utmost importance to convince them with an attractive presentation. The impact packaging effectively has on the customer can be measured with the Eye-Tracking technique by the company eye square. Older people are very much stretched by packaging with small print, flimsy or complicated opening mechanisms or simply by the placement of the products on the shop’s shelves. The Age Explorer developed by the Meyer-Hentschel Institute lets the customers put themselves in the shoes of a senior citizen. In Age Explorer every visitor can put it to the test himself and try out the visual impact or the handling of a particular type op packaging.
New survey in the lecture programme
The special exhibition is complemented by a programme of presentations on every day of the trade fair. On 27 April at 3.30 pm EHI will present its new packaging survey “Spannungsfeld Verpackung” – “Packaging: an area of tension” –, commissioned by Messe Düsseldorf. The survey was carried out among the leading retailers in Germany, as well as with representatives of the consumer goods and packaging industries. It reveals the current trends and developments, as well as the expectations and the areas of conflict along the packaging value chain. On 29 April representatives of REWE and Henkel will formulate what their requirements are as far as packaging is concerned.
