Retail and Shelf Ready Packaging

Retail and Shelf Ready Packaging

The trend towards Retail Ready Packaging (RRP) and Shelf Ready Packaging (SRP) has created a whole new science of packaging.


The key concept is to 'think backwards from the shelf'. It's now possible to calculate the optimal size of a pack for a particular type and quantity of product for the appropriate size of shelf and for a known rate of sale and replenishment.

Today's marketers see a big opportunity, to integrate Shelf Retail Packaging (SRP) and Retail Ready Packaging (RRP) design into the promotional mix, to generate sales, in store, at the point of purchase. Our Packaging Strategists collaborate with marketers more and more, to help achieve results with shoppers, whether in brand positioning, visual disruption in the category or in making promotions succeed.

5 easies of Shelf Ready packaging:

Easy to open

Easy to identify

Easy to shelf 

Easy to shop

Easy to recycle

Retail and Shelf Ready packaging drive sales and make consumer goods move faster

Results of a good Retail and Shelf Ready Packaging

In store, typical results from good Retail and Shelf Ready Packaging design include:

More stock and more range on shelf

Faster replenishment in store

Better availability

Brand and promotional communication

Successful launches

Good merchandising

Product visibility and easy navigation for shoppers


In the supply chain, good Retail and Shelf Ready Packaging can generate savings in cash and carbon

More product per pallet despatched and fewer pallet movements

Fewer delivery vehicles on the road

Less warehousing for empty packs and goods awaiting despatch

No extra collation packs inside trays

Efficient packing operations, whether automated or not


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