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Shelf Ready Packaging appears to be one potential solution to address store operations efficiency, shelf replenishment and product availability, visibility and access. There is currently a multiplication of local and proprietary SRP initiatives in Europe. There is a risk of proliferation of contradictory guidelines, which would endanger the initial vision of bringing more value to the consumer.
This ECR Europe blue book provides guidance on how to look at the introduction of Shelf Ready Packaging (SRP) collaboratively. It is the culmination of 11 months of work by the ECR Europe Shelf Ready Packaging project team, where manufacturers, ECR national representatives and packaging suppliers worked jointly with retailers, ably supported by Accenture.
The project co-chairs, Xavier Hua of Carrefour and Bernard Fradin of Kraft Foods are convinced that this blue book represents a sound basis for further retailer-manufacturer collaboration on Shelf Ready Packaging and provides the right balance for delivering value to the consumer.
About ECR Europe
ECR Europe is the focal point for ECR. Headquartered in Brussels, the organisation works in close co-operation with all the national ECR initiatives in most European countries. Find out more about ECR Europe by visiting them here, or visit ECR UK here.
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