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10 Jul 2013

Smurfit Kappa steps into the shoppers mind

Maximising the possibilities of virtual reality in retail ready packaging - Smurfit Kappa steps into the shopper’s mind and invests in a unique 3D virtual shopping environment to analyse and understand shopper behaviour.

Smurfit Kappa further strengthens its leadership in the world of retail ready packaging by investing in a virtual shopping environment which will meet customer needs by optimising retail ready packaging solutions. This technology will be installed in Smurfit Kappa’s Development Centre in the Netherlands. It is one of the largest screens in Europe and is unique in its offering of a 3D shopping experience.

Smurfit Kappa has made this investment to both increase its own expertise and to help its customers.  This technology will be used to execute shopper behaviour research, the outcome of which will be translated into guidelines and insights in the area of retail ready packaging.

“We are dedicated to meeting our customers’ needs and helping them perform in their markets. This unique technology will help us increase our understanding of shopping behaviour and to translate this knowledge into real-life, tangible solutions that our customers can implement to optimise their packaging and strengthen their brand.”

Tony Smurfit
Group Chief Operations Officer  

This virtual store will also allow Smurfit Kappa’s customers to experiment with packaging in a realistic retail environment, and the technology’s flexibility will allow fast design changes.

The official launch of this virtual store will take place in September, at Smurfit Kappa’s Innovation Event, where more than 150 of the top FMCG companies will experience the latest developments in packaging first hand.