Technical Articles
“ Frustration-Free Packaging ”: understand the concept that should serve as a reference for Brazilian e-commerce
By Manuel Alcalá , CEO of Smurfit Kappa in Brazil
Manuel Alcalá , CEO Brazil at Smurfit Kappa , is an experienced executive strategist , leader , father and husband . He is a professional focused on delivering results and high margins . The background is based on : B2B Marketing , Operations , Insights , Value Selling , Design Thinking and Innovation , Supply Chain Optimization , Retail Category Management and Consumer Goods . He is part of Smurfit Kappa , a leading packaging manufacturer with more than 350 global locations . Also , constantly working to improve customer experiences . And yet , provide the best working environment and growth opportunities for more than 2,000 employees in Brazil . Smurfit Kappa works innovating daily to open the future .
It is common knowledge that the preference for e-commerce and online retail has increased significantly in recent years . This movement gained strength in 2020 , during the pandemic , which demanded that people stay at home and , consequently , purchase most of the products on the internet . With this shock , companies that did not have a presence in the digital universe had to reinvent their work models in order to meet the new needs of consumers .
According to the report on the performance of e-commerce in Latin America for the last three years , recently released by PayU , Brazil currently has the largest and most developed e-commerce in the region , with almost US $ 40 billion processed annually and projections close to US $ 60 billion between 2021 and 2022 . And with this new reality of e-commerce , we have seen the parallel growth of another very important market for the production cycle : packaging .
Packaging is essential for the consumer experience , from protecting objects to the moment when people open their purchases , and this importance is reflected in the growth of the sector - greatly driven by the rise of e-commerce - , which registered a increase of 31 % in the first half of 2021 . And what aspects have to be taken into account to ensure a positive journey for customers with packaging and to continue the gradual trajectory of this market in Brazil ?
Thinking about e-commerce , there is a very important concept for the success of these solutions , which we call “ Frustration-Free Packaging - FFP ”. The term has premises such as the focus on the transport of goods and the unboxing of the consumer , with the aim of solving two
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Manuel Alcalá , CEO Brazil at Smurfit Kappa , is an experienced executive strategist , leader , father and husband . He is a professional focused on delivering results and high margins . The background is based on : B2B Marketing , Operations , Insights , Value Selling , Design Thinking and Innovation , Supply Chain Optimization , Retail Category Management and Consumer Goods . He is part of Smurfit Kappa , a leading packaging manufacturer with more than 350 global locations . Also , constantly working to improve customer experiences . And yet , provide the best working environment and growth opportunities for more than 2,000 employees in Brazil . Smurfit Kappa works innovating daily to open the future .
problems : the impact of packaging on the environment - reducing the amount of plastic or styrofoam inside a package - and customer dissatisfaction . in the unpacking process .
The solutions that receive the FFP certificate have as a great differential the volume of the package , which will be smaller and lighter precisely because it does not contain unnecessary components . The ease of unboxing and resistance during transport of the products - standard aspects evaluated in order to minimize damage during handling , transport and handling - also differ from conventional packaging .
Adopting this program can bring several advantages to companies , such as reducing packaging costs , saving time , improving the customer experience , differentiation and most importantly : increasing the recycling rate .
In April of this year , Smurfit Kappa , the company that led in Brazil , received the FFP certification from Amazon due to the innovative design of the company ' s three-liter Bag-in-Box packaging . Since then , companies selling on Amazon ' s marketplace can utilize this turnkey design from SK . The model is part of the company ' s eBottle portfolio , ideal for transporting substances such as wines and juices , and uses an average of 75 % less plastic than rigid plastic packaging , in addition to being made of materials that are easy to separate and recycle .
Thinking about the directions that the packaging sector has been taking and people ' s consumption preferences - which are constantly changing - , it is possible to conclude that , increasingly , companies present in e-commerce must adhere to the methodology of " Frustration-Free Packaging ”, since solutions with this certificate bring several benefits to companies , customers and , in the long term , to the environment .
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Mar / Abr de 2022 · Inforflexo - 177