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How to optimize your packaging automation strategy

At the sixth annual Packaging Automation Forum April 25 and 26 in Chicago, the speakers offered high-level views of consumer behavior as well as plant-floor insights into how manufacturing and packaging can be optimized.

Nestle's Bryan Griffen
Nestle's Bryan Griffen

Sponsored by Packaging World and Automation World magazines, this year’s Packaging Automation Forum drew a crowd of 119 that was pretty evenly split among packaging machinery buyers, packaging machinery builders, and technology providers. The presentation leading off the PAF was delivered by Bill Akins, president of Genofish, an agency that engineered and manages SupplierHub, Walmart’s Private Brand internet portal. Akins gave attendees an insightful look into how important it is that people in operations, manufacturing, and packaging stay in close communication with marketing. Marketing people at CPG companies have lots of data on retailer preferences and consumer behavior. But the organization can’t act on that data if it can’t be shared with operations people, including packaging. As Akins put it, “Insight without action is nothing but overhead.”

 Other key takeaways from Akins dynamic presentation:

• Consumers want information to help them make a smarter choice. Increasingly, they’re using mobile devices right in the store to get that information.

• CPG companies are now creating their own digital coupons, which consumers access through mobile devices. The CPGs own the data that’s needed to pull this off, so they no longer need to rely on third-party vendors.

• Walmart is through with one-size-fits-all packaging. Armed with consumer data, the retailing giant is using the principles of demographics and psychographics to shape not only its product offerings but also its packaging.

• CPG companies should embrace mobile delivery of content as an extension of the package. If operations people collaborate effectively with sales and marketing, the company can create a “digital ecosystem” in which consumers and retailers will find value.

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