First ‘Connected Professionals’ event at SCA Packaging Gent
On Thursday October 1st, SCA Packaging Belgium invited 60 customers to their first ‘Connected Professionals’ event at SCA Packaging Gent.
The event was opened by Hans van der Looij, Cluster Manager SCA Packaging Belgium who underlined the importance of the Design Centre. It was followed by a presentation of Marc Michils, CEO Saatchi & Saatchi Belgium, an international company specialised in shopper marketing, with a focus on shopper behaviour.
The participants of this event had various profiles among which , research specialists, product developers, marketing and communication experts. The attendees were impressed by Marc Michils’ presentation on ‘Seduce shoppers in-store’, which described how you can turn consumers into shoppers and subsequently into buyers. In this difficult economic crisis period, it is very important to let the consumer have their say or to let consumers express themselves. We as a company can play a role in embracing the consumer desires. The more consumer insights we have, the better we can anticipate their needs and the more we can appeal to their emotions. Once the consumer experiences this emotional connection, the supplier must maintain it. That way, the consumer will create their ‘lovebrands’ and create both rational and emotional connections.
SCA Packaging Belgium demonstrated to its customers that with our 4-step process (Research, Explore, Challenge and Validate) we offer a unique and structured way of working. By using this methodology our design centre, can succeed in stimulating the process of seducing the consumer by developing a packaging solution together with the customer. By becoming a team of connected professionals we can share experiences, and bring a packaging solution to the shelf together, all to increase the impact on the objective of seducing the customer.
After the presentations, the participants were split in groups and received more specific details on the shelf ready packaging solutions from SCA Packaging Belgium. Our professional and enthusiastic sales teams shared their expertise by showing prototypes of various solutions and explaining how shelf ready packaging can help to add value to position their brand . The present generation of shelf ready packaging solutions are no longer simply perforations made to increase the effectiveness of handling. Nowadays the packaging functionality and brand recognition are harmonised on the packaging as well as at the point of sales.
Based on the feedback received, it is fair to say that the attendees were quite impressed as they were confronted with a whole new innovative way of ‘packaging’.
Those who were interested could join a plant visit. And the event was concluded with a small reception during which reflections were shared and new ‘connections’ were made.
The guests left the event, satisfied and convinced that they should continue to be part of this ‘Connected Professionals’ network.
Congratulations to the design, marketing and sales teams of SCA Packaging Belgium for turning the Design Center into the place to be and for giving a compelling and informative session!
Early next year, a second event will be organised on ‘Direct Food Contact’. Details on that can be found online http://www.scapackaging.be/nl-be/connectedprofessionals/