Oh Boy, is this keeping you awake at night?

Well its no longer just about the shelf.

Lots of companies are now looking for their packaging to ideally be one box for two channels, RRP and e-commerce.

This of course presents a big challenge and probably the most stress to any packaging techies, marketing  or procurement teams. Not to mention the packing line management..

However, based on recent personal experience, it is possible to achieve but clearly there has to be compromises.

Its ok using BCT for the RRP but it doesn’t help when it gets a lawn mower dropped on it in the back of a truck or van when out for delivery to someone’s house.

Some of the solutions are groundbreaking.