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Shelf-Ready Packaging (SRP)
This term is used to describe shelf units that demonstrate the following characteristics:
Fulfilment of special handling and design properties in addition to logistical requirements
Broadest possible advance preparation for sale at POS
Attractively designed, shelf ready packaging represents a strong dose of efficiency for retailers and manufacturers and a major aid to sell-through.
Requirements for Shelf-Ready Packaging
Retailers look for packaging that is simple and easy to open without a knife, demonstrates a high degree of shelf impact and is easy to dispose of once empty.
I. Right size
Optimised packaging format in terms of logistics, module dimensions and unit count for most effective sell-through.
II. Simple product identification and visibility
The information on the shelf-ready packaging must allow the POS staff to identify where the product belongs quickly and easily.
III. Simple to open
The packaging must be easy to open at the POS yet be robust enough to survive intact the entire logistics chain from manufacturer to retailer.
IV. Simple placement and restocking
Retailers look for shelf packaging that makes it possible to stock and restock the entire shipment of goods onto the shelves in one step.
V. Simple purchasing / quick orientation
Shelf placement and packaging design help consumers find the goods they desire more quickly.
VI. Simple disposal / return
Lowest possible material consumption for the shelf packaging. Ideally with use of durable transport containers.
Studies by the ECR Europe have shown that many common causes for out-of-stock rates at the POS are related to the last 50 meters:
Inefficient shelf stocking
Poor identification of goods
Difficult-to-open external cartons
Shelf Ready Packaging (SRP) is a suitable solution for those problems.
SRP evolved from the basic requirements for disposable transit packaging as recommended by GS1 Germany:
Protecting goods against damages
Modularity in the logistics chain
Marketing and sales-oriented requirements
Consideration of product and manufacturer liability issues
Process considerations for transport, warehousing and picking
Adherence to packaging ordinances
Consideration of cost aspects
SRP packaging also fulfils other so-called functional requirements. SRP represents a more effective application of resources than the exclusive use of disposable transit packaging:
Lower out-of-stock rates at the POS
Attractive product presentation
Easier purchasing process for customers
Increased planned and spontaneous purchases
Increase in revenues
A video can better explain this new market request!!
http://www.youtube.com/watch?v=7UgqBcKaYyk
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