This term is used to describe shelf units that demonstrate the following characteristics:
- Fulfilment of special handling and design properties in addition to logistical requirements
- Broadest possible advance preparation for sale at POS
Attractively designed, shelf ready packaging represents a strong dose of efficiency for retailers and manufacturers and a major aid to sell-through.
International retail chains are especially responsible for driving development on shelf-ready packaging. The biggest savings are realised in the branch stores, since only one action step is required to place both goods and tray on the shelf.
Retailers aren't the only ones benefitting from this kind of shelf-ready packaging, though: attractive designs also helps raise the profile of the brand and improve sell-through. At the same time the use of shelf-ready packaging also helps reduce gaps in the shelf (out-of-stock rates).