Packaging Scotland


ShelfSmart service drives sales of premium bottled water

SMURFIT Kappa has announced its ShelfSmart service has allowed a Spanish premium bottled water firm to increase sales by 10%.

Agua de Benassal wanted more impact for its products in-store, which led to Smurfit Kappa recommending a change of design.

Smurfit Kappa said the ShelfSmart service “combines insights from over 50,000 shoppers across 28 product categories in 13 countries with industry-leading tools and knowledge”.

ShelfSmart uses tools, including the ShelfViewer tool, which is a collection of over 100,000 product images, giving brand owners a preview of today’s in-store landscape.

By testing the product with hundreds of real shoppers before it is placed in-store, Smurfit Kappa explained the risk of under-performing design is “eliminated”.

Arco Berkenbosch, vice president of innovation and development at Smurfit Kappa said, “Since launching ShelfSmart back in 2015, we have amassed a huge amount of shopper insights which have been used to produce highly visible, creative shelf-ready packaging for some of the world’s biggest brands.

“Although the majority of purchase decisions are made by shoppers in-store, all too often we see that brands fail to seize upon the powerful marketing opportunity this generates. The entire process from insight through to finalising the shopper research only takes a few weeks.”