Disruptive shelf-ready packaging spotted by 76% more shoppers

For the first time, brand owners can now immediately access shopper insights on how they view shelf-ready packaging in-store thanks to a brand new, exclusive partnership between Smurfit Kappa and online eye-tracking company, EyeSee. 

This new online tool enables brand owners to test and understand the impact of shelf-ready packaging on shoppers faster than ever by visualising it on a virtual supermarket shelf and collating eye-tracking results via a webcam.  Full analysis of results – including facts and figures on the extent to which the product stood out, was remembered, and raised shopper curiosity in the product on the shelf – are returned within a week. 

This unique tool enables brand owners to gather insights from large numbers of shoppers more quickly and cost-effectively than ever before.  It also gives the flexibility to gather insights from particular segments of shopper types.  All of this shopper research is carried out online in a totally risk-free environment during the early stages of packaging development and design.  This means brand owners can get their shelf-ready packaging design right before they make it real, saving customers’ time and money.

Initial findings from EyeSee’s partnership with Smurfit Kappa shows that disruptive shelf-ready packaging – which ensures products stand out, are remembered and raise shopper curiosity on the shelf are:

• Noticed by 76% more shoppers in the first five seconds of viewing a shelf full of competitor products. 
• Recalled by 79% more shoppers after their shopping trip.
• Raises overall levels of curiosity and interest among almost three times as many shoppers as standard packaging.

Arco Berkenbosch, Vice President of Marketing, Research and Development at Smurfit Kappa said,

“For the first time ever, our unique partnership with EyeSee gives brand owners unrivalled shopper insights which quantify the performance of shelf-ready packaging, at speed and in a risk-free, virtual environment.  This is another example of how we provide our customers with the deepest insights in the industry, to ensure they achieve the best possible packaging designs to help increase sales.  We are still in the initial phases of our partnership with EyeSee and are excited to be rolling this out with key customers in the coming months at our new customer experience centres.”

Olivier Tilleuil, Managing Director and Founder of EyeSee said,

“With between 40% and 70% of purchasing decisions made in-store and 86% of consumers admitting they are ‘switchers’, brands are constantly battling it out to be the product that is first noticed and selected by shoppers.  Pack stand-out has never been more important.  We’re excited about our new, exclusive partnership with Smurfit Kappa, bringing their customers detailed insights and a wealth of data on how shoppers make purchasing decisions based on what they see on the shelf.”

This partnership with EyeSee is another example of how Smurfit Kappa is set to ‘Open the future’ for its customers.  The new strategy focuses on delivering customer growth through insight and innovation, reflecting the continued battle for brand owners to win that all-important First Moment of Truth, where shoppers choose one brand over another.  It is brought to life through a dynamic microsite, where a series of films demonstrate how customers across the world have worked in partnership with Smurfit Kappa to create innovative solutions which have driven commercial success.  The new microsite can be visited at www.openthefuture.info and will be the home for new, shareable content updated regularly throughout the year.