Supply chain issues at the BIG packaging debate

Last year the deabte proved to be a popular attraction at the show

The BIG packaging debate at this year’s at Packaging Innovations 2014, NEC, show will focus on how today’s supply chain is affecting how packaging is designed. 

It will take place on the 26 February 2014 at 15.30, in the International Brand Summit theatre, and the title of the debate will be, ‘Does the increasingly complex supply chain mean we are designing packaging more for the supply chain than for the consumer?’

This year’s expert panel will include: Nick Dormon, managing director and founder at Echo Brand Design; Paul Young, director and head of DHL Packaging Services Europe; Martina Mercer, editor, of The Consumer Voice; and Gary Woodhouse, business improvement manager from Alliance Boots.  

Chairing the debate will be Kevin Vyse, packaging technologist at M&S who said, ‘It should be an interesting debate, the packaging industry has always met the latest challenge head on and found workable solutions. However, the future retail landscape looks very different and getting products into consumer’s hands ever more sophisticated. I’m interested to hear if packaging professionals feel that the fast developing supply chain is becoming more of a driver to design than the consumer.’

The debate is set to raise many issues that concern the entire supply chain and many different opinions will be put forward.

Mr Dormon stated, ‘On one side we have marketers who want their pack to stand out on shelf and appeal to the consumer. Marketers therefore have a vested interest in looking after the consumer, but only up to the point that they have made a purchase. The supply chain focuses on efficient production and distribution. I challenge that few people in the supply chain think about the consumer other than ensuring packs are not faulty or dangerous for obvious legal and reputation reasons, but what about the in-use experience, who cares about that?’

Ms Mercer believes there is great opportunity for retailers to reduce costs, she explained, ‘Those that shop online don’t expect eye catching designs or elaborate packaging unless buying products as gifts. This allows the retailer to use the minimum, designing the packaging more with the security of the product in mind, as it must go through the delivery funnel, and less with an eye on enticing design. Cheaper materials can be used while money can be saved on advertising.’ 

The BIG Packaging Debate encourages visitors not only to listen to the lively debate but to take part by firing their thoughts and questions from the floor.  

A drinks reception for all those visiting the show will be held after the debate providing an opportunity to meet the panel and the rest of the speakers at the show, network with colleagues, new contacts, and exhibitors.