During an on-site technical workshop, Butcher’s challenged DS Smith to cost-effectively incorporate a redeemable voucher into its existing high quality, corrugated 12-pack consumer box, to support its sales and promotional strategy. DS Smith presented a range of options, including special varnish effects, foil blocking and random coding. However, after joint consideration, the best solution was an HD pre-print liner to the existing litho printed pack, offering the shopper a redeemable £1 voucher.
The resulting pack encourages repeat purchase of the high quality product and supports brand loyalty and engagement – key strategies for family-owned Butcher’s. Head of Marketing Department at Butchers, Sarah Alexander, said: “DS Smith was central to the development of this promotional idea. We wanted to increase brand engagement but not sacrifice our family heritage. The solution has already delivered results higher than ever seen previously – redemption rates of less than 35% against market norms of up to 1.5% which we are now monitoring to understand the impact on long-term loyalty trends. The reverse-printed coupon also allowed us to create noise and vibrancy for the shopper and protect the brand from the risk of mal-redemptions often seen with inserted coupons.”
DS Smith’s packaging division has helped Dr Organic create a new suite of packaging to support its e-retail offer. Natural skincare brand Dr Organic uses only the finest natural and organic raw ingredients in its products and has developed a loyal customer base since launching in 2009. As a brand built on a firm commitment of premium ingredients and ethical practices, Dr Organic was keen to ensure its e-retail packaging reflected these values. Creative Director at Dr Organic, Anthony Davis, said: “We always put our customers first and this includes making sure they have an enjoyable experience when they receive their goods at home. We set DS Smith a tough task with a number of important practical requirements as well as the need to communicate our brand values effectively.”
Firm product hold
DS Smith’s expert designers worked closely with Dr Organic to build a range of packs that hold the product firmly in the centre, creating a small void around the pack for transit protection. Anthony added: “The cases are quick to erect and the securing adhesive tapes mean fast packing, and ensures security and tamper evidence. The easy opening rip strip also supports a positive customer experience on receipt of the product and enables an easy returns process if a customer needs to send any products back. We really feel we have got a solution that eliminates risk and maximises sales.”
DS Smith has won recognition for its design and innovation at the European Flexographic Industry Association Print Awards 2015. A total of six honours – four in the UK and two for Germany – were awarded to the corrugated packaging and supply cycle specialist, including Gold for its work with Typhoo, Silver for Diageo and Bronze for Mondelez. The EFIA Awards have been running since 1972 and offer participating companies the opportunity to gain recognition for excellence in flexographic print on packs produced during the previous year. UK Sales and Marketing Director at DS Smith, Tony Foster, said: “We enjoy this challenge every year as we continue to invest in flexographic print machines, systems, printing plates and technical expertise. Apart from producing great print, we also digitally manage colour across our production sites to ensure consistency in appearance. All aspects of ‘flexo’ continue to improve, print standards are unrecognisable compared with a few years ago. “These awards recognise all the hard work done by our talented teams and we are delighted to have been honoured by the Flexographic Industry Association.”
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