2. Packaging in a Digital Age
Professor Cathy Barnes
Mark Eggleton

3. 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.

4. Opportunity 1
Digital Stand out
The message -
Inspiring Industry

5. 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

6. 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

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

8. 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

9. 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

10. Opportunity 3
Channel Integration
Inspiring Industry

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

12. 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

13. PACKAGING IN THE DIGITAL AGE
MARK EGGLETON
HEAD OF INNOVATION

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

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

23. 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

24. 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?

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

26. 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

27. 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

28. 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?

29. 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

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

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

32. 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

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

34. 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

35. Packaging in a Digital Age
Professor Cathy Barnes
Professor of Retail Innovation
Faraday
Mark Eggleton
Head of Innovation
Sun Branding Solutions