Retail-Ready Personalized Packaging offers store brands a powerful new way to differentiate themselves from national brands, and to build shopper loyalty and repeat purchase. In fact, the upside is almost limitless.
Glen Carbon, IL (PRWEB) November 9, 2010
Private-label manufacturers will have the chance to boost their already fast-growing segment of products when they survey advances in personalized packaging technology presented by FASTechnology Group at the Private Label Manufacturers Association show in Chicago, IL, later this month.
Joe Hattrup, founder and president of FASTechnology Group, plans to transform the way that shoppers select their purchases, with an especially big impact on sales of store-brand food and beverage products. With his team of veteran engineers, the former Texas Instruments manager envisions a wide range of items custom-packaged to fit the interests of individual shoppers, thereby increasing sales volume and frequency at local retail stores. As Hattrup describes it, retail-ready personalized packaging (RRPP) replaces the expensive short runs that manufacturers have traditionally used with a more cost-efficient continuous process that eliminates changeovers and yields products designed to capture consumer attention—and dollars—in the retail aisle.
Hattrup speaks with confidence when asked about the viability and benefits of RRPP.
“Retail-Ready Personalized Packaging is adapted from the industrial control systems used for years in the commercial printing industry to produce and distribute personalized catalogues, magazines, and other publications to millions of individual consumers nationwide,” he explains.
“I founded FASTechnology Group 20 years ago to help that industry meet the needs of publishers and manufacturers who wanted to reach consumers directly through micro-targeted print content. We grew as a systems integrator expert in process controls that enable production-line integration with variable customer databases to print, collate, bind, and palletize individually-customized publications. Even better, we engineered our variable digital printing and process control technology to deploy as an overlay onto existing production lines. Millions of people have seen the value from that in their mailboxes every day.”
With the spread of digital media and technology, Hattrup now sees the opportunity for brand manufacturers—whether regional, national, or private-label—to connect with shoppers in a direct, personal way through RRPP technology. He points to the example of school sports in Texas, where he resides.
“What creates more passion in many parts of the country than high-school football?” he asks. “With variable digital printing and smart systems integration, companies can produce custom packaging that connects with high-school football fans all the way down to neighborhood store level. It could be a snack food company, a brewery, or a dairy foods producer; but it all comes down to catching the eye and the heart of the shopper to spur purchase.”
Pete Healy of Crowbar Marketing, a strategic marketing consultancy helping FASTechnology Group, adds to Hattrup’s point.
“The implications of RRPP are huge for store-brand marketers. Private label is a fast-growing segment, but competition will stay intense; that was clear in the strong interest we got from branded manufacturers at the recent PackExpo show,” Healy says.
“RRPP offers store brands a powerful new way to differentiate themselves from national brands and to build shopper loyalty and repeat purchase. Think about it: the passion that Joe describes for high-school football extends for many shoppers to the arts, charitable causes, school programs, and the like. On top of that, many retailers already have loyalty-program databases that provide a head start. Put that together with the potential to leverage RRPP even more through QR codes that deliver additional personalized content to the shopper at the point of sale, and the upside is almost limitless.”
FASTechnology Group will feature its continuous-process Retail-Ready Personalized Packaging systems at the Private Label Manufacturers Association show on November 14-16 (Rosemont Convention Center, Rosemont, IL).
More about FASTechnology Group:
FASTechnology Group engineers and manufactures turn-key industrial control systems to automate plant-floor manufacturing processes. With more than 20 years of success, FASTechnology Group specializes in digital imagine, high-integrity product tracking, and intelligent route-sequenced palletization. The FASTechnology line of controllers, together with its custom-engineered systems, supports applications ranging from the basic to the most complex. More information can be found at http://www.fastechgroup.com.