Packaging in a Digital Age Professor Cathy Barnes Mark Eggleton

Your Presenters Cathy Barnes is the Faraday Director and Professor of Retail Innovation at Leeds Metropolitan University. Her expertise is in consumer interaction with packaging and in retail environments. She has led many innovation projects and published widely in this area. Mark Eggleton is the Head of Innovation at Sun Branding Solutions. His expertise is in delivering innovative solutions in packaging development for FMCG retailers and brands. He has brought many innovations to life for a number of clients.

Opportunity 1 Digital Stand out The message - Inspiring Industry

From This….. This is currently what we are designing for at the mo – v busy environemtn, have to be seen and jumpo out on shelf This scenario will always be there

To This….. But you also now have to consider this shopping environment ‘Image coming soon’ – what does this say abpout the opp You cant see anything – a lot of opportunity

New Supply Chain Requirements Opportunity 2 New Supply Chain Requirements Inspiring Industry

From This….. Piled high products, piled up waiting to be shipped to a large supermarket You will always have this in dist centres, but it’s not the lasrt shipping moment

To This….. This is how they could end up – further distribution ongoing for the product – Have we thought about the supply chain requirements in these last 2 / 3 miles of distribution Stacking of products – think of new requirements of design and structure

Opportunity 3 Channel Integration Inspiring Industry

From This….. Pewople’s interaction with packaging is changing, with the new channels that we ship through

To This….. So many diff ways to interact with product – fit for purpose for use and comms through the diff channels Is packaging the common thread through all these channels and the point of integration

PACKAGING IN THE DIGITAL AGE MARK EGGLETON HEAD OF INNOVATION

packaging SBS Digital is at the centre of Digital Marketing. SBS VISION SBS Digital packaging is at the centre of Digital Marketing. Bold statement Packaging for 2 years. Research on packaging Justify the statement

SBS VISION SBS Digital because packaging is at the very centre of the human survival story I discovered packaging has a long history. Way before Carton Board Way before Tin Before Printing was invented Before Brands existed

originally SBS Digital mankind packaged food, out of necessity” SBS VISION SBS Digital originally mankind packaged food, out of necessity” Packaging started with the human experience With the hunter gatherers

to gather SBS Digital SBS VISION Somewhere between 600 and 800 thousand years ago Hunter Gatherers were doing this Gathering meant – transporting/protecting/storing The first carrier bags were woven from locally sourced leaves Bio-degradable! as hunter gatherers we wrapping food in leaves to help prevent contamination

transport SBS Digital SBS VISION Ancient civilizations packaged food for transportation to facilitate trade – more than 3000 years old All because of the need for this…. Amphorae first appeared on the Lebanese-Syrian coast around the 15th century BC

to eat! SBS Digital SBS VISION To secure a food supply For ourselves For our children Who has eaten all the Kelloggs? Primal instinctive entity Written into our DNA We know good packaging – Form and function

SBS VISION SBS Digital modern channels do not have the same primal influences over consumer actions. That’s why packing is so important to us That’s why I believe it cannot be superseded Modern channels can add to the consumer experience

SBS VISION SBS Digital enhance the power of traditional packaging with digital technology - appealing to primal and modern influences. Digital and packaging together Powerful combination Can appeal to the inherent senses Introduce digital content to enhance the sensory experience Aligned to lifestyle or any modern themes Call to action - interact with the pack – 70% go in the trolley

packaging SBS Digital is the gateway to digital marketing. SBS VISION For these reasons Packaging fundamental to the digital experience

We still need Packaging Innovation SBS VISION SBS Digital We still need Packaging Innovation We will still need invention, We still need to stand out on shelf Packaging is not going to be replaced by digital

Problem or Opportunity? SBS VISION SBS Digital Omni-channel Marketing… Problem or Opportunity? What does this mean to a supplier More activity Is there more budget? Budgets shared?

Think SBS Digital differently… SBS VISION But joining traditional packaging and digital together requires us to think differently differently…

SBS VISION SBS Digital problem increased Entropy, more Complexity, more Unwanted Outcomes. What problems are introduced by omni-channel marketing Increased effort to maintain the channels Increased entropy means

risk! SBS Digital inconsistency across channels, SBS VISION SBS Digital risk! inconsistency across channels, off Brand, off message, off regs. Increased risk of things going wrong Inconsistency across channels Could result in loss of life - ingredients

opportunity SBS Digital SBS VISION SBS Digital opportunity reduce complexity, reduce risk, increase consistency, digital solutions Opportunity is the inverse of the problem We need solutions that …. Why digital solutions?

SBS VISION SBS Digital digital And I would highlight these areas in particular These are the opportunities By the way… Gartner Digital Industrial Economy 2018 No matter which vertical needs to be digitized automation, repurposing content, interoperability of systems, increase visibility, reduce costs

SBS VISION SBS Digital in summary packaging – appeals to primal, instinctive senses

SBS VISION SBS Digital in summary digital enhances the primal experience with modern lifestyle requirements

in summary SBS Digital the challenge is in omni-channel SBS VISION SBS Digital in summary the challenge is in omni-channel as is the opportunity

SBS VISION SBS Digital in summary and we do it all to ensure this guy…

primal modern man SBS Digital What Next? SBS VISION Can enjoy his lunch. The contemporary human condition. Thanks to you and thanks also to my co-presenter Cathy! Open to questions

Packaging in a Digital Age Professor Cathy Barnes Professor of Retail Innovation Faraday c.barnes@leedsmet.ac.uk  Mark Eggleton Head of Innovation Sun Branding Solutions meggleton@sunbrandingsolutions.com