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Smurfit Kappa commended for interactive point-of-sale display

​2 September 2014

Smurfit Kappa, one of the world leaders in paper-based packaging, has been commended by a leading digital printing company, Inca Digital, for the creation of an innovative point-of-sale (POS) display.

Developed by Smurfit Kappa Display in Dublin, Ireland, this POS was created as a solution for Irish Distillers, who requested an eye-catching in-store display for its 1L Absolut Vodka. The design had to incorporate the company’s new phone and tablet app for customers to discover 500 drinks recipes featuring the product on offer, reflecting retail shoppers’ preference for a visual and interactive experience when visiting a store.

The challenge was to design and build a high-quality, illuminated construction with an integrated touch screen that was compact enough to fit into any retail store but still create an impact and attract attention. Using Smurfit Kappa’s 3D design solution, its designers created a full prototype before going into production.

The completed units featured built-in coloured LED strip lighting to illuminate the product, with all the wires hidden in the back panels, and a touch screen tablet incorporated into the head board, fully loaded with the new product app.

The unique units of the POS were constructed using printing technology from Inca Digital Printers, who awarded Smurfit Kappa’s design with an Inca IDEAS award earlier this summer in the Interactive Display category.

Simon Kelly, Design Supervisor, Smurfit Kappa said: “This brief really inspired us to think outside of the box and design a unique and innovative display unit that met all the client’s requirements. We were delighted with the results and the client was very happy – the displays drew attention to the new app, which helped increase product sales.”


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Smurfit Kappa commended for interactive point-of-sale display