Make an Impact at the Point-of-Sale Using UV & EB Curing Technology
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This presentation discusses how UV and EB curing technology can help packaging make a high impact at the point of sale. It notes that most purchase decisions are made in-store, so packaging needs to grab attention within 10 seconds. UV and EB curing allow for increased shelf visibility through vibrant graphics and coatings. It also improves production speeds and quality while reducing costs. Current applications shown include flexible packaging, folding cartons, labels, displays, and digital printing. The presentation aims to demonstrate how UV and EB curing can help packaging close sales at the POS.
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Make an Impact at the Point-of-Sale Using UV & EB Curing Technology
- 1. Make an Impact! At the Point of Sale (POS) Using UV & EB Curing Technology Mickey M. Fortune RadTech – The Association for UV & EB Technology
- 2. Presentation OverviewPresentation Overview Mass Market Retail EnvironmentMass Market Retail Environment Critical Steps to Success at POSCritical Steps to Success at POS DevelopingDeveloping HIGH IMPACTHIGH IMPACT packaging with UV & EB Technologypackaging with UV & EB Technology
- 3. Mass Market RetailMass Market Retail EnvironmentEnvironment Mass Market Retailer CategoriesMass Market Retailer Categories GroceryGrocery DrugDrug ClubClub Mass MerchandiserMass Merchandiser DiscounterDiscounter Specialty RetailerSpecialty Retailer
- 4. Mass Market RetailMass Market Retail EnvironmentEnvironment Private Label & In-Store BrandsPrivate Label & In-Store Brands •Keep Production Costs LowKeep Production Costs Low •Deliver Brand Message – QualityDeliver Brand Message – Quality CPG BrandsCPG Brands •20% of retailers want20% of retailers want 50% PL penetration50% PL penetration •Price Pressure from In-Store BrandsPrice Pressure from In-Store Brands •Deliver Brand Message – QualityDeliver Brand Message – Quality
- 5. Critical Steps at POSCritical Steps at POS Pre-Emptive Shelf VisibilityPre-Emptive Shelf Visibility Product Differentiation fromProduct Differentiation from CompetitionCompetition Close the SaleClose the Sale
- 6. Pre-Emptive Shelf VisibilityPre-Emptive Shelf Visibility 70% of All Purchase Decisions Are70% of All Purchase Decisions Are Made In-StoreMade In-Store Half of All Packaged Goods Have NOHalf of All Packaged Goods Have NO Advertising Support & Packaging isAdvertising Support & Packaging is the Only Opportunity the Product’sthe Only Opportunity the Product’s Promotional MessagePromotional Message Most Products Only Have 10Most Products Only Have 10 Seconds to Sell Themselves toSeconds to Sell Themselves to ShoppersShoppers
- 7. Pre-Emptive Shelf VisibilityPre-Emptive Shelf Visibility
- 8. Pre-Emptive Shelf VisibilityPre-Emptive Shelf Visibility PRS Eye-Tracking Suggests That ThePRS Eye-Tracking Suggests That The Two Most Important Drivers for ShelfTwo Most Important Drivers for Shelf Visibility are Color & Shelf PlacementVisibility are Color & Shelf Placement PRS Eye-Tracking Surveys Have StatedPRS Eye-Tracking Surveys Have Stated That Shoppers Never See One-Third ofThat Shoppers Never See One-Third of Brands DisplayedBrands Displayed Research Has Shown That Being SeenResearch Has Shown That Being Seen Quickly Correlates Highly With PurchasingQuickly Correlates Highly With Purchasing
- 9. Front-End OpportunitiesFront-End Opportunities Top Front-End Items areTop Front-End Items are Candy, Gum/Mints,Candy, Gum/Mints, Magazines, CarbonatedMagazines, Carbonated Beverages, Batteries, &Beverages, Batteries, & Film/Cameras.Film/Cameras. The average checkstandThe average checkstand lane generates $24,500 inlane generates $24,500 in sales.sales. Self-checkout lanes couldSelf-checkout lanes could mean a loss of $98,000 amean a loss of $98,000 a year for the typicalyear for the typical supermarket.supermarket.
- 10. Product DifferentiationProduct Differentiation Driven by Package Shape & ColorDriven by Package Shape & Color 80% of Visual Information is80% of Visual Information is Related to ColorRelated to Color What are your competitor’sWhat are your competitor’s doing?doing?
- 11. Product Differentiation -Product Differentiation - ColorColor
- 13. Close the SaleClose the Sale Graphics Must CommunicateGraphics Must Communicate Product Message EffectivelyProduct Message Effectively Impulse PurchasesImpulse Purchases Packaging Must GrabPackaging Must Grab ConsumerConsumer Special EffectsSpecial Effects PackagingPackaging Motion & ColorMotion & Color Packaging Must EvokePackaging Must Evoke EmotionEmotion
- 14. HIGH IMPACTHIGH IMPACT PackagingPackaging withwith UV & EB TechnologyUV & EB Technology Benefits of UV & EB Curing TechnologyBenefits of UV & EB Curing Technology UV & EB Curable Inks & CoatingsUV & EB Curable Inks & Coatings Current Applications of UV & EB CuringCurrent Applications of UV & EB Curing RadTech Consumer Focus Group ResultsRadTech Consumer Focus Group Results
- 15. Benefits of UV & EB CuringBenefits of UV & EB Curing Increased Sales Through Greater BrandIncreased Sales Through Greater Brand VisibilityVisibility Increased Production SpeedsIncreased Production Speeds Improved Package QualityImproved Package Quality Reduced Production CostsReduced Production Costs Increased Chemical & WeatherIncreased Chemical & Weather ResistanceResistance Reduced VOC, COReduced VOC, CO2, & HAPS Emissions, & HAPS Emissions
- 16. UV & EB Curable Inks &UV & EB Curable Inks & CoatingsCoatings CoatingsCoatings High GlossHigh Gloss Co-Efficient of FrictionCo-Efficient of Friction Resistance to ScuffingResistance to Scuffing & Wear During Shipping& Wear During Shipping & Displaying& Displaying
- 17. UV & EB Curable Inks &UV & EB Curable Inks & CoatingsCoatings InksInks Ink POP!Ink POP! Rich Graphics PresentationRich Graphics Presentation Excellent Color StrengthExcellent Color Strength
- 18. UV & EB Curable Adhesives &UV & EB Curable Adhesives & Special EffectsSpecial Effects Laminating AdhesivesLaminating Adhesives UV Laminating Adhesives for Clear FilmsUV Laminating Adhesives for Clear Films EB Laminating Adhesives for Printed &EB Laminating Adhesives for Printed & Opaque FilmsOpaque Films Cold Wrap FoilsCold Wrap Foils Holographic FoilsHolographic Foils Lenticular PrintingLenticular Printing
- 19. UV & EB Curable Special EffectsUV & EB Curable Special Effects
- 20. UV & EB Digital PrintingUV & EB Digital Printing Digital PrintingDigital Printing Niche MarketsNiche Markets Smaller VolumesSmaller Volumes Increased Flexibility forIncreased Flexibility for Product Differentiation &Product Differentiation & Targeted Brand MessagesTargeted Brand Messages On-Demand PrintingOn-Demand Printing
- 21. Current UV & EB ApplicationsCurrent UV & EB Applications Flexible PackagingFlexible Packaging Folding CartonFolding Carton Tag & LabelTag & Label Corrugated BoxesCorrugated Boxes Point of Purchase DisplaysPoint of Purchase Displays Cosmetic PackagingCosmetic Packaging Inkjet/Digital PrintingInkjet/Digital Printing
- 24. Tag & LabelTag & Label
- 25. Point of Purchase DisplaysPoint of Purchase Displays
- 27. UV Inkjet/Digital PrintingUV Inkjet/Digital Printing
- 28. Supply Chain ResponsibilitySupply Chain Responsibility We all serve the consumerWe all serve the consumer We all have responsibility to make sure weWe all have responsibility to make sure we are developing the most attractiveare developing the most attractive package we can to ensure sales to thepackage we can to ensure sales to the consumer!consumer!
- 29. Make anMake an IMPACT!IMPACT! with UV & EB Curingwith UV & EB Curing
- 30. Make an Impact! At the Point of Sale (POS) Using UV & EB Curing Technology Mickey M. Fortune RadTech – The Association for UV & EB Technology 7720 Wisconsin Avenue, Suite 208 Bethesda, MD 20814 USA 240-497-1243 phone mickey@radtech.org Online at www.radtech.org!
Editor's Notes
- Misunderstood and Most Underleveraged Tool in the Marketer’s Portfolio of Brand-Building Options
- Perception has always been that an in-store brands were of less quality than their CPG competition, but we know that this is not true and the best way to let the consumer know this is through attractive packaging that evokes feelings of quality and delivers your product’s brand message. Mention Old Roy Dog Food
- Your product must be seen first and must be perceived as better and more attractive than the competition Strike First ,Strike Hard, No Mercy Sir…Karate Kid
- Packaging is your final opportunity to sell the consumer. It’s your final line of defense. With aggressive brand competition and shrinking margins, it may be your only opportunity to close the sale and this is the end game.
- Packaging is your final opportunity to sell the consumer. It’s your final line of defense. With aggressive brand competition and shrinking margins, it may be your only opportunity to close the sale and this is the end game.
- With purchases made at the front-end or checkout being impulse purchases, this is a great opportunity to grab the consumer with attractive packaging and make that last minute sale. This is also the opportunity to sell products to the consumer that they normally would not put on their shopping lists or would overlook typically such as razors and batteries. With the introduction of more self check-out lanes, it is critical to grab the consumer with your package as their attention is diverted to the self-checkout process and the consumer will also spend less idle time in the checkout lane now.
- Product Differentiation is Your Product’s Unique Selling Point. Product Differentiation is paramount to your success in a competitive shelf environment. Assuming we have little control over product placement, call out signs, and other factors to lead the consumer to your packaged product, we must rely on packaging to deliver your brand message and differentiate itself from the competition. As package types change from paperboard to flexible, new package must maintain brand and catch consumer Graphics & Color Drive Visual Branding & Package Communication While Enhancing Consumer Experience 80% of Visual Information is Related to Color What are your competitor’s doing? Check the shelf and see how your competitors are trying to reach your customers. Continually differentiate without sacrificing your brand identity. Make your package colors brighter…increase the gloss of your package.
- Product Differentiation is Your Product’s Unique Selling Point. Product Differentiation is paramount to your success in a competitive shelf environment. Assuming we have little control over product placement, call out signs, and other factors to lead the consumer to your packaged product, we must rely on packaging to deliver your brand message and differentiate itself from the competition. As package types change from paperboard to flexible, new package must maintain brand and catch consumer Graphics & Color Drive Visual Branding & Package Communication While Enhancing Consumer Experience 80% of Visual Information is Related to Color What are your competitor’s doing? Check the shelf and see how your competitors are trying to reach your customers. Continually differentiate without sacrificing your brand identity. Make your package colors brighter…increase the gloss of your package.
- Ink & Coating Selection Must Enhance Package Graphics and Assist in Delivering Your Brand Message to the Consumer at the POP. This is essential ,especially if you are launching a new product that is battling for shelf space with established products that are consistent sellers. UV & EB Inks & Coatings Can Enhance Package Design & Graphics to Engage the Consumer and Close the Sale! UV/EB helps packaging reach out and engage shoppers in a mass market setting. UV coatings are 100% solids, and finish by light-curing rather than heat-drying. The solids cross link to form a durable plastic film that provides unparalleled gloss and hardness. UV offers a broader range of finishes than aqueous, including options such as metallized flakes or pearlized pigments. Although UV coating can be applied either in-line or off-line, in-line UV coating offers comparable finish quality plus the advantages of increased speed and reduced cost compared to the off-line UV coating process. A UV coating or varnish further increases shelf appeal by imparting additional tactile elements and adding snap to printed graphics. For Inks, Mention Statement Earlier that 80% of Visual Information is Related to Color
- UV & EB Inks & Coatings Can Enhance Package Design & Graphics to Engage the Consumer and Close the Sale! UV coatings are 100% solids, and finish by light-curing rather than heat-drying. The solids cross link to form a durable plastic film that provides unparalleled gloss and hardness. UV offers a broader range of finishes than aqueous, including options such as metallized flakes or pearlized pigments. Although UV coating can be applied either in-line or off-line, in-line UV coating offers comparable finish quality plus the advantages of increased speed and reduced cost compared to the off-line UV coating process. A UV coating or varnish further increases shelf appeal by imparting additional tactile elements and adding snap to printed graphics. For Inks, Mention Statement Earlier that 80% of Visual Information is Related to Color
- The specially formulated UV-curable adhesive is first printed with a standard photopolymer plate onto the web substrate. The specially formulated foil is then laminated onto the wet adhesive. This laminated construction is passed through the UV dryer. The UV dryer cures the adhesive through the foil and a foiled image is created. The remaining foil is then removed and wounded onto a waste wind up. Typically, any products requiring exceptional shelf appeal are good candidates for cold foil printing. Household consumables, scented candles, wine labels, and cosmetic packaging are the most popular. With the advent of holographic, diffractive and refractive foils, foil has broadened its use to include packaging and board applications.