Agua de Benassal increases its sales by 10% thanks to its packaging, redesigned by Smurfit Kappa
Smurfit Kappa‘s innovative ShelfSmart service has been successfully applied to the redesign of Agua de Benassal products, which has resulted in an increase in sales of up to 10%. The Spanish company of high-end bottled water has managed to improve the presence of its products at the point of sale, applying this advanced tool that allows developing the most appropriate packaging solution for each of them.
The ShelfSmart service combines the opinion of more than 50,000 buyers, from 28 product categories, in 13 countries around the world, with the best tools and knowledge of the sector
These elements work together so that manufacturers and retailers can verify the impact that new packaging solutions have on buyers and thus gain visibility and increase their sales. The final result is a suitable packaging for each product that improves the commercial results of the supplier and its brand image.
ShelfSmart takes advantage of Smurfit Kappa’s exclusive analysis tools, such as ShelfViewer, an image bank with more than 100,000 photographs of real products displayed on the shelf, so that brands can have a clear idea of what they see today. the stores.
Smurfit Kappa shares with its clients this valuable information, its tools and long experience, to create in common packaging solutions, impressive and unique, that stand out at the point of sale and on their competition. Options, previously tested in hundreds of commercial scenarios, to define the most appropriate model in each case, and ready for immediate sale (Shelf Ready Packaging, in technical terms).
Studies indicate that up to 82% of purchase decisions are made when the customer is already in the store, which means that packaging is a very important means to differentiate from the competition
However, it is very common that brands do not take advantage of the excellent marketing opportunity that this entails.
In this regard, Arco Berkenbosch, Vice President of Innovation and Development of Smurfit Kappa, emphasizes that “since the launch of ShelfSmart in 2015, we have compiled an enormous amount of opinions from buyers, which have allowed us to design SRP packaging, very creative and of great visibility, for some of the most important brands in the world”. “Although buyers take most of the purchasing decisions in the linear, it is very common that brands do not take advantage of the excellent marketing opportunity that this entails. In addition, in the entire process that SelfSmart applies, from when opinions are collected until the end of the buyers report, only a few weeks are used “, concludes the manager.
Source: Smurfit Kappa
