Libro azul: embalajes listos para vender

Shelf Ready Packaging
(Retail Ready Packaging) Addressing the challenge: a comprehensive guide for a collaborative approach

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Table of Contents

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Foreword ______________________________________________________________ 4 Contributors and Acknowledgments ________________________________________ 5 Executive Summary______________________________________________________ 6Glossary of Terms _______________________________________________________ 9 Guiding Principles ______________________________________________________ 10
5.1 5.2 5.3 5.4 5.5 5.6 5.7 Always of Value to the Shopper, Retailer and Manufacturer __________________________ 10 Compliance with Environmental Legislation and Public Policy Concerns_________________ 11 Avoid Fragmentation and Complexity____________________________________________ 11 Maintain Brand Identity _______________________________________________________ 12 Measure Implementation _____________________________________________________ 12 Requirement of Long-term Commitment from Retailers and Manufacturers ______________ 13 Compliance with total Supply Chain Efficiency Principles ____________________________ 13

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SRP Types____________________________________________________________ 14 Functional Requirements ________________________________________________ 15
7.1 7.2 7.3 7.4 7.5 7.6 Easy Identification___________________________________________________________ 16 Easy Open ________________________________________________________________ 17 Easy Shelf_________________________________________________________________ 18Easy Dispose ______________________________________________________________ 19 Easy Shop ________________________________________________________________ 20 SRP Solution Assessment Tool ________________________________________________ 21

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Business Case Methodology _____________________________________________ 22
8.1 8.2 8.3 8.4 8.5 8.6 8.7 8.8 STEP 1 – Validate with Guiding Principles________________________________________ 23 STEP 2 – Adopt Value Chain Impact Approach ____________________________________ 23 STEP 3 – Perform High Level Assessment _______________________________________ 24 STEP 4 – Define & Evaluate Alternative Solutions __________________________________ 27 STEP 5 – Agree Relevant Business Case Drivers __________________________________ 28 STEP 6 – Perform BusinessCase Assessment ____________________________________ 30 STEP 7 – Implement Solution or Selected Improvements ____________________________ 32 STEP 8 – Track / Measure Implementation Success ________________________________ 33

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In-Store Execution ______________________________________________________ 37
9.1 9.2 9.3 Preparation ________________________________________________________________37 Implementation _____________________________________________________________ 39 Sustaining _________________________________________________________________ 41

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Appendices __________________________________________________________ 44
Appendix I – Shopper Research ______________________________________________ 44 Appendix II – Packaging Standards___________________________________________ 46 Appendix III – ECR Europe Operating Principles _________________________________ 48

10.1 10.2 10.3

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10.4 10.5 10.6 10.7

Appendix IV – Packaging Waste Directive ______________________________________ 49 Appendix V – ECR UK SRP Tools ____________________________________________ 49 Appendix VI – Case Studies and Testimonials ___________________________________ 51 Appendix VII –Disclaimer ___________________________________________________ 51

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1 Foreword
How can we make shelf-filling operations and consumer shopping trips simpler? This is not really a new concern, but an overriding one when consumer focus on price requires always more innovative solutions to cut costs while improving the shopping experience. Previous surveys published by ECR Europe show that a...