What Is Retail-Ready Packaging?
Retail-Ready Packaging (RRP), or Shelf-Ready Packaging, refers to a supplier’s product arriving at a retail store ready for immediate display. No unpacking is required. The shipping container, box, or pallet is designed to be taken from the truck, opened, and sit directly on the shelf or salesfloor.
Why RRP Is Important for the Retailer
Major retailers are embracing the concept of RRP as a financial benefit. Being able to take the product directly from truck to shelf eliminates the need to unpack individual items. This, in turn, saves time, resulting in major savings to labor costs.
Why RRP Is Important for the Supplier
Suppliers changing their packaging to RRP may seem like a costly investment in the beginning, but it’s one that pays off at the store level.
The end goal of RRP is to get the supplier’s product in front of the customer faster. In RRP, the merchandise is much easier to locate, stock, and restock when needed. Being easier to handle, the store employee may place a priority on RRP merchandise.
At the end of the day, the ease of transition from truck to shelf means better in-stock for the supplier. Better in-stock increases the chance for sales.
Why RRP Is Important for the Customer
In addition to making the truck to shelf transition more efficient, RRP also serves to make the shelf to basket transition easier. Suppliers need to take into account the way the RRP sits on the shelf and exterior messaging.
The outside facing of RRP needs to include the supplier’s name, logo, and what items are inside. It makes it easier for the customer to find their desired product and helps it stand out from the competition on the shelf.
Important information on the individual item packaging (new, gluten-free, improved formula, etc.) should also be included on the RRP. In many cases, it serves as the last line of communication between the supplier and the customer.