Retail Packaging Defined

Date : 29 May 2007

The ECR UK definition of Retail Ready Packaging (RRP) is to encourage the industry to:

  • Focus on achieving target performance rather than just complying with design specifications; and,
  • Utilise a broad range of packaging types rather than just jump to a conclusion like tray and shrink-wrap

Retail Ready Packaging is easy to:


clear recognition of brand, product type & variant on case for store staff


reduced time, clean / no tear for best finish & reduced need for cutter


single ‘one touch’ movement onto shelf faster than decanting each unit


at-a-glance recognition of category & unimpeded access to shop product


straightforward to dismantle, separate & recycle or return materials

Retail Ready Packaging includes:

'UNREADY' Packaging

Strap Line:
'brown box' outers & individual unit decanting

'UNREADY' Packaging

  • Difficult to ID
  • Difficult to open
  • Length & high cost replenishment by individual units direct to shelf
  • Difficult outer packaging disposal
  • May facilitate small display spaces or very low volume items
  • May utilise difficult space cube well

Examples of:

  • Personal Care
  • Imported GM
  • Frozen veg

Different ways to merchandising: Decanted single pack crisps


Strap Line: RRP Packaging but not placed on shelf

'REPLENISHMENT READY' Packaging Process:

  • Easy back room ID
  • Easy open outer
  • Easy replenishment
  • Product not packaging placed on shelf
  • Enhances product ID in back room
  • Improves ease of opening
  • Improves replenishment speed
  • Reduces need for further shop-keeping

Examples of:

  • Wine cases
  • Crisps
  • Frozen chips

Different ways to merchandising: Banded Crisps

'SHELF READY’ Packaging

Strap Line: Case to shelf ‘ one touch replenishment’

'SHELF READY’ PackagingProcess:

  • Easy back room ID
  • Easy open outer
  • Easy replen - Place directly onto shelf in one movement
  • Easy collapse & dispose of outer packaging
  • Improves ability to respond to & sustain availability
  • Medium cost replenishment
  • Efficient & effective replen process
  • Aids rotation & stock control
  • Production on-costs
  • Improves brand identity
  • Improves customer shop-ability

Examples of:

  • Canned goods
  • Cooked meats
  • ‘Display crates’ e.g. produce

Different ways to merchandising: Crisp Case Display Solution


Strap Line: Stand alone display unit

'DISPLAY READY’ PackagingProcess:

  • Locate MHE if required
  • Remove ‘almost exhausted’ MU
  • Replace with full MU
  • Add residual units to MU
  • Supports high volume replen
  • Improves ability to respond to & sustain availability
  • Low cost replenishment
  • Potential on-costs (production, transport & reverse logistics)
  • MU line must be ‘high velocity’ to demand the store space/cube
  • Enhances customer shop-ability

Examples of:

  • Shippers
  • Pallet pens
  • Card stands
  • Promotional MU’s

Different ways to merchandising: Delivered Crisp shipper


Strap Line: Specific change to kit to enable/facilitate RRP


  • Determine category characteristics
  • Effect kit change to best fit characteristics
  • Design RRP to maximise Kit changes
  • Enhances RRP benefit
  • Exploits cube space
  • Can add or reduce capital costs
  • Can resolves issues eg range, availability
  • Enhances customer shop-ability

Examples of:

  • Shelf sizes
  • Peg hooks
  • Inverted base shelf
  • Push system
  • Produce fridges

Different ways to merchandising: Hopper in fixture