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Creating value-added services in B2B packaging: beyond the box solutions

8 Apr, 2024

What do innovative design, an efficient supply chain, waste reduction, quality certification and the choice of materials and supplier have to do with supporting business-to-business (B2B) packaging success?

The answer is quite a lot!

Each is an essential value-add opportunity for your business, and in turn your customers, when it comes to planning a packaging job.

In this blog, we tackle the topic of value-adding to B2B packaging solutions by thinking outside the box (get it?!).

 

What you package your product in matters

B2B packaging Australia-wide—and indeed world-wide—is rapidly evolving, driven by changing consumer preferences for eco-conscious choices and customised packaging experiences, and market dynamics like the cost of production, logistics and energy.

In turn, packaging provides opportunities for businesses to deepen their connection to customers, embed brand identity and loyalty, and impact reputation and bottom line.

A 2022 survey by environmental services company Veolia showed 80% of Aussies “say the composition of packaging impacts their purchasing behaviours” and 89% “think manufacturers should be required to use product packaging that is recyclable”.

Packaging also presents crowd-sourced marketing opportunities. Millions of consumers share pictures of what they buy on social media, including its packaging and the opening of the box. A distinctive packaging design and experience is a great way to embed brand awareness.

Then there’s product safety and security—which consumers expect, and which can impact reputation and finances. Investing in robust packaging solutions safeguards products during transit and minimises the risk of damage, loss or tampering.

 

Supply chain optimisation and sustainability

A big value-add for businesses is effective supply chain management. Working with a packaging supplier that runs a streamlined manufacturing operation is good for a few reasons: it means improved efficiency and production timelines; it’s better for the environment (a good news story you can share with consumers); and it can help the supplier’s bottom line, which may be passed along to you and your customers.

How have we approached supply chain optimisation at Rawson?

 

Closed loop manufacturing

At Rawson, we run a closed loop manufacturing process where we conduct as much of our operation as possible under one roof in our Sydney factory. It saves production time and energy consumption, removes logistics challenges that might arise across multiple worksites, and reduces transport emissions. We also collect manufacturing byproducts, reuse them where possible and recycle what can’t be reused. This saves paper, energy, chemicals and water, and reduces what goes to landfill.

 

Sustainability measures

Consumer demand isn’t the only reason we’ve implemented human, social, economic and environmental sustainability measures into how we do business. These speak to our values, create a competitive edge over other suppliers, attract like-minded business partners, clients and consumers, enhance our brand reputation (and that of our clients) and ensure that our business has long-term viability.

 

Quality assurance certifications

A supplier should back the quality of their products with internationally recognised quality control, sustainability and safety certifications. It’s also a selling point you can take to your clients. Read about our certifications and independently audited quality assurance program here.

 

Packaging innovation and packaging customisation trends

We said “outside the box”—but there are value-add opportunities to be found inside it too.

We’ve talked previously about product packaging design, including personalised branding and bespoke design. But let’s dig deeper into some packaging customisation trends and innovative packaging services worth thinking about.

A one-size-fits-all approach to packaging won’t cut it on a crowded shop shelf or busy e-commerce website. Packaging innovation and customised packaging drive product differentiation and showcase a brand’s commitment to aspects such as quality, safety and sustainability.

 

Can it get smart with labels?

We’ve all seen, if not used, a QR code at least once.

Smart labels and packaging (or intelligent and active packaging) offer businesses a powerful and effective way to engage with customers after the point of purchase.

Beyond a flashy design and a QR code, a smart label can be an entry to a tailored web or mobile app experience for consumers, with features such as augmented reality (AR) stories about the product, games, educational activities, video content and more. Smart labels can also help authenticate a product and protect it from counterfeits.

 

Can it reinvent how we experience a familiar product?

Some packaging hasn’t changed for decades, but that doesn’t mean it can’t. Can a familiar product be repackaged in a new and memorable way that still serves a practical purpose? A great example is a British wine producer using flat bottles that fit through a mailbox slot for easy home delivery.

 

Can it have a second life?

Reusable packaging carries a great sustainability message, promotes brand quality with a sense of “built to last”, and offers longer term branding opportunities even if the product itself has been used.

 

Can it have built-in bonus features?

Packaging with practical built-in features can be a real plus for consumers. Think of detergent containers with a measuring scoop lid; food packaging with a spout; a juice carton with a straw; or a beer six-pack with handles.

Then there are fun features like cereal boxes with toys inside or games, competitions and loyalty coupons on the box, food packaging with recipes, or die-cut features that can be punched out and assembled.

 

Does it contribute to a bigger picture?

Some brands speak to a cause bigger than a single product purchase. Many products contribute a portion of sales to social justice, environmental or other causes, such as proceeds from the sale of toilet paper helping to build sewerage infrastructure in developing countries.

There’s also a lot of research into innovative packaging materials that minimise their environmental footprint, such as bioplastics and compostable alternatives, and 100% recycled options.

 

Add value to your next project

B2B packaging solutions are powerful assets for businesses that want to create a lasting impact with their products and brand. Have a chat with the Rawson Print & Packaging team about how our innovative packaging services can help you add value beyond the box when you’re planning your next packaging project.

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