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Confederation of Paper Industries sees digital revolution as opportunity for corrugated packaging

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Confederation of Paper Industries sees digital revolution as opportunity for corrugated packaging

April 10, 2013 - 10:27

SWINDON, UK, April 10, 2013 (Press Release) - The Confederation of Paper Industries (CPI) says that the digital revolution presents the Corrugated Sector with its biggest challenge for over 40 years and must be embraced if corrugated is to retain its place as the number one packaging format on the high street.

Corrugated is a multi-billion pound state-of-the-art industry that protects around 75% of goods in transit and is the world's favourite form of packaging. However, the industry will have to get to grips with interactive technology and multi-media packaging to maintain the strong position it has in the retail sector.

Demand from brand owners for print sophistication to boost marketing activity in-store has led to corrugated's evolution from a traditional brown box for transporting goods, into a high-tech, on-shelf advertising tool. It is this continuous requirement to connect with customers that is now driving the demand for digital formats.

New marketing techniques will engage customers, and corrugated's flat printable surface makes it ideal for printing Smartphone apps and QR codes. By working with digital print specialists, the Corrugated Industry can develop the most precise and effective technologies to handle the interactive tools that will meet the growing appetite of consumers for instant access to product information.

The UK Corrugated Industry has proved it can be forward looking by investing in printing techniques to produce high quality shelf-ready packaging (SRP) for promoting goods in-store. The development of interactive and multi-media packaging will also help brands achieve greater customer loyalty by allowing them to offer consumers a plethora of services through their mobile devices.

CPI Director of Packaging Affairs, Andy Barnetson, said: "The digital revolution could see the biggest change to the Corrugated Industry since the introduction of the casemakers back in the sixties and seventies.

"It will require investment but the Corrugated Packaging Industry is laying the foundations to take advantage of future innovation, especially when costs for intelligent packaging are likely to reduce as interactive technology becomes more readily available.

"At the turn of the 21st century, corrugated confirmed its position as the bulk carrier of choice after supermarkets began to populate shelves 24/7. Digital technology could now provide the industry with another opportunity for growth. We do need to focus on corrugated packaging providing digital services as I believe it is the future of the Corrugated Industry."

Corrugated has stood the test of time because it has proved to be a hugely flexible packaging medium. It is not only economical but also has a superb environmental record - nearly 80% of the material is recycled, saving an area the size of Greater London from landfill every four months - and can also promote exceptionally high quality products.

It has been transformed into a three-in-one packaging solution comprising product protection, advertising platform and merchandiser. The Corrugated Industry must continue to look to the future and be quick to connect with new digital technologies if it is to remain at the forefront of retail packaging.