Retail Packaging Made Simple: Collaborate, Approve, Deliver

Packaging is critical to shaping consumer perception. As is often said, you only get one chance to make a first impression.

However, despite its importance, many retailers still rely on outdated methods to manage their packaging workflows.

According to Gino Van Ossel, professor of Retail Management at Vlerick Business School, "Private labels have evolved into private brands. Artwork is [therefore] getting more attention because retailers … [are creating] their own private brand identity."

This change causes frequent packaging redesigns as umbrella private brands are substituted or complemented by specialty brands.

Demand for more sustainable packaging also drives redesigns.

Interviews with industry-leading retailers revealed the continued use of spreadsheets and other manual processes for artwork and packaging management—a surprising reality in an era demanding agility and visibility.

Fortunately, there is a better way.

Digitizing Packaging Workflows: The Key to Retailers' Success

Van Ossel reiterated the importance of packaging private brands, stating, "While CPG brands invest more in conventional advertising, retailers and their private brands need to rely almost entirely on their packaging to get the private brand message across."

Clearly, retailers must embrace digital transformation in their packaging workflows.

Data-Driven Collaboration Across the Value Chain

Packaging development involves coordination with various stakeholders, including internal teams, suppliers, and creative agencies. Digital platforms eliminate silos, creating a unified space where all parties can collaborate efficiently.

Enhanced Security and Data Protection

Private label projects often generate sensitive product data that needs to be shared across multiple stakeholders.

According to Business.com, retailers are now allocating around 10% of their IT budgets to security measures.

Speed to Market

Private label products have a need for speed. 

Agile retailers respond quickly to market trends and seasonal demands.

For example, Retail Dive reports, "approximately 89% of consumers have purchased a private-label product in the last 12 months, with packaged groceries (19%) and fresh groceries (15%) leading the categories."

Speed to market is thus mission critical.

McKinsey & Company recently explained that combining consumer-driven insights with industry expertise and efficient processes can accelerate innovation. 

McKinsey continued, "in grocery, for example, the product development cycle can take a mere six to 12 weeks, compared with 12 to 18 months at traditional CPG players."

Compliance First

Retail packaging faces increasing regulatory scrutiny. 

The EU's Packaging and Packaging Waste Regulation (PPWR) and sustainability directives require accurate reporting of materials used, adherence to recyclability standards, and clear labeling.

A recent survey by the European Commission found "73% say the impact of the product on the environment is 'very important' or 'rather important' when making a purchasing decision." 

Packaging reflecting these values is essential to remain competitive.

Real-Time Visibility and Control

Fast-paced private label development demands clear oversight. 

Digital tools provide dashboards and tracking features allowing retailers to monitor timelines, flag bottlenecks, and maintain momentum without sacrificing quality.