What Is Retail-Ready Packaging?

How Does Retail Work?

Before delving into the nature of retail-ready packaging, it is important to provide some background information.

Retail stores focus on displaying products on shelves to make them more accessible to customers.

Packaging is an essential factor in this regard, for both retailers and shoppers.

The key to successful retailing is to encourage customers to buy your products while ensuring that retailers can easily stock and restock shelves.

The right packaging can achieve both of these things and ensure that your products fly off the shelves, but what exactly is retail packaging all about?

So, What Is Retail Packaging?

In the broadest sense, retail-ready packaging (RRP) is designed to be displayed in-store.

It will probably be subject to certain retail requirements in terms of its shape and size; therefore, this type of packaging should be implemented very carefully and prudently.

The industry recognises certain basic features of RRP, which include:

• Ease of identification enables store employees to locate products even when they are out of sight and place them in the right location.

• It is easy to open and requires minimal equipment.

• Packages are easy to replenish and do not require a lot of handling or hype; they can be easily placed on shelves.

• They can be prepared in the store in such a way that customers can easily see and remove products from the shelf without disturbing others.

• RRP is disposable and recyclable, making the packaging as easy to dispose of as possible.

But what importance do these fundamentals have for RRP?

Retailers have specifications for your packaging, so if you are selling both in-store and online, you should distinguish between your retail and e-commerce packaging.

Retail packaging has various roles to play. The first impression your customers have of your brand is the packaging on the shelves.

It must be attractive and practical, and work in favour of both your customers and the retailers who sell your products.

Retail Packaging Is Important

To be as successful as possible in a retail situation, your packaging must meet certain standards.

Otherwise, you risk your products not selling well or customers choosing competitors' products instead. There are a number of reasons why retail packaging is necessary.

The way you package your products creates an initial impression for consumers.

It influences their decision to purchase your product and whether they will buy from you again. It has been found that 81 percent of consumers tried something new after being attracted by shelf-ready retail product packaging.

The right packaging will help you to attract and retain customers: 63 per cent of consumers have repurchased a product due to its appearance. This shows that packaging can definitely make a difference.

This is particularly significant given that statistics also indicate that 52 percent of consumers have switched brands due to new packaging.

Ready-to-sell and ready-to-retail packaging is also essential for building brand credibility and visibility.

Unique packaging will make your product stand out on the shelf and keep you in customers' minds.

It is likely that hundreds of other brands are trying to sell similar products to yours. Therefore, brand differentiation is crucial for success in retail outlets.

Additionally, by using retail-ready corrugated packaging and other environmentally friendly materials, you can engage in more meaningful sustainable practices.

This benefits the planet, of course, but it also adds an extra dimension to your branding, helping you to attract and retain more customers.

As the number of eco-conscious customers has undoubtedly increased, they seek to establish genuine relationships with brands that share their values. Having a clear understanding of your target market depending on the location where you will stock your products is fundamental to your packaging design.

With both primary retail-ready package design and secondary packaging, you can enhance your product presentation while ensuring that your product remains safe and sound.

You have a good opportunity to make a good impression from the moment the product leaves the warehouse to the moment it reaches the shelf.

Retail-ready packaging helps you achieve the right product exposure while ensuring your product is safe.

So, what are some of the considerations when packaging products for retail sale?

Product Packaging For Retail Products

Designing shelf-ready retail packaging involves combining various factors to make the appropriate choice for your product.

Packaging can take any form or shape, and it is important to maximise the design that provides protection and good looks at the lowest possible cost, while fitting in with your brand story.

The aim is to design shelf-ready packaging that requires less labour for storage and disposal, thereby ensuring that products are more likely to be exhibited.

The first thing to consider is structural engineering.

At this stage, you will consider the packaging style, how the product fits, whether a display box is required, and whether inserts are needed.

Identifying these elements first will help set a baseline cost and determine what must be included in the requirements.

Next, consider how the retail needs fit in with the structural engineering aspects you have just identified.

You will need to consider the size of the packaging and product, weight, display location, and whether you must follow a specific artwork design.

The aim here is to combine your desired appearance of the packaging with the retail requirements to create the appropriate structure.

Finally, you can consider what will make this packaging effective.

Based on what you have discovered, what can you do to create an effective brand story and exciting artwork designs?

This will help to make the packaging more memorable.

Sustainability is also a significant factor throughout the process.

How can you package it in an environmentally friendly way?

This is partly determined by the materials you select, such as Kraft and retail-ready corrugated packaging solutions.

Using water-based inks could also help to minimise the environmental impact of the packaging.

When it comes to coatings and laminations, try to use water-based coatings and laminations to make your retail packaging as sustainable as possible.

You can also develop sustainable packaging indirectly by ensuring it is as light as possible to minimise total shipping emissions and decrease shipping costs.

Consider Retail Packaging Design

Retail packaging design, particularly the design of ready-to-shelf packaging, is all about creating interest in a convenient way.

As mentioned above, how your consumers perceive the packaging, particularly in relation to competing products on the shelf, will have a significant impact on whether they buy it.

This is why testing and customisation are important. Who is your target market, and what would they like to see?

Do they prefer simple, straightforward, no-frills designs? Or are they more luxury- and experience-oriented, desiring a full unboxing experience?

Durability is another factor to consider. What path will it take before reaching the customer?

Consider the level of functionality the packaging must have, the structural engineering required to package your product safely, and the integrated artwork design.

Although it may seem like a lot to take in, this will help you develop a more impactful design, as you will know the required elements from the outset.

Pricing is another factor to consider in retail packaging design. How much will your packaging design cost compared to what your customers will spend?

Does your product have a competitive advantage in terms of affordability? Make sure this is clear in the design of the packaging!

You could collaborate with a packaging specialist to identify ways to streamline and reduce packaging costs without compromising the design quality.

What constitutes an effective and memorable packaging design? The following examples may inspire you:

Beauty Bakerie: A company that has used beauty trends to develop its brand identity. Its baking-themed packaging and aesthetic make it stand out in the competitive cosmetics industry.

Benefit Cosmetics: Another cosmetics company that has never fallen behind in terms of packaging design. Their vintage artwork and designs enable them to stand out in retail settings, including beauty-oriented brick-and-mortar stores.

Boxed Water: Redefining the concept of packaging, Boxed Water is breaking new ground with its innovative shapes and designs, indicating a shift in the future of beverage packaging.

Pringles: Pringles is a household name and has remained a significant player in the snack industry thanks to its unique packaging design and shape.

Although e-commerce is now taking the lead due to the increased reliance on online shopping during the pandemic, it cannot be denied that brick-and-mortar stores will soon play a significant role in the modern retail environment.

Assuming that things go back to normal, we will have more business since people will be unable to shop in-store for quite a long time.

Retail stores will feel a little nostalgic to consumers as we head towards a post-pandemic world.

Since the retail market is competitive, collaborating with packaging professionals can help you develop shelf-ready retail packaging that will appeal to retailers and consumers alike.

The package design and functionality you opt for will depend on what customers expect from your brand and the package trip.