LEADERSHIP & STRATEGY
packaging , but that does also increase complexity .”
This is where Smurfit Kappa steps in with a fit-for-purpose solution . Difficulties in packaging branding can come about when businesses use both direct and indirect channels to sell their products . Different sales channels typically require different pack sizes and packaging , but manufacturing filling lines are often not flexible enough to deal with this complexity . Smurfit Kappa ’ s mix of creativity , data , analytics , science and experience is applied to unlock value for customers , focusing on product protection , supply chain efficiency and sustainability to create a streamlined customer experience . The business recently put on an e-commerce event for customers in Amsterdam to showcase concepts , innovations and services , whereupon many of the 150 visitors were keen to ask questions and get involved in discussions about supply chain and branding complexity .
Smurfit Kappa is well-positioned to gather data collected not only from distributors and manufacturers , but from the consumers who , arguably , matter the most when it comes to
packaging decisions . “ We have a lot of consumer data that we use to work with our customers and show them what the impact is of changing secondary packaging on the shelf , for example ,” says Goffard . “ Sometimes customers will say exactly what they want but we ’ ll show them what consumers actually think of that , and guide them towards a better solution . So we ’ re not limiting ourselves to just listening to the wishes of our customers
14 June 2018