Canadian Packaging

Smurfit Kappa launches Shelf-Facer boosting brand visibility up to 50%

By Canadian Packaging staff   

Design & Innovation Marketing on the shelf Retail shopping Shelf-Facer Smurfit Kappa

Online eye-tracking Technology identifies where shoppers' attention is drawn to on the retail shelf.

Smurfit Kappa has announced its latest ground-breaking solution, the Shelf-Facer, proven to increase the visibility of goods on the shelf by up to 50 percent, leading to a significant increase in potential sales.

Rigorous testing and extensive shopper insight data have confirmed the benefits of the unique solution, which pulls products to the front of shelf-ready packaging, significantly improving shelf presentation and allowing brands to take full advantage of in-store marketing opportunities.

The announcement of the Shelf-Facer follows the recent release of Smurfit Kappa’s shopper marketing white paper—Marketing on the Shelf – exactly how in control are you?—which found that, despite 76 percent of purchase decisions being made by shoppers in-store, brands often fail to seize upon the powerful marketing opportunity it represents, particularly at point of purchase and on the shelf.

To meet this challenge, Smurfit Kappa drew on the brightest and most creative minds of its 700 plus designers worldwide. Tasked with creating a solution to maximize shelf visibility, the result was an innovative and commercial solution for brands to guarantee their products are as easy as possible to find and buy in store.


The Shelf-Facer consistently ensures the product is in view and available at the front of the shelf for consumers to find. Once an item has been purchased, it is immediately replaced by another from behind, significantly improving brand visibility and increasing sales.

Recent studies estimate a significant increase in sales can be achieved through improved shelf presentation.  To quantify and understand the impact of the Shelf-Facer, Smurfit Kappa used its unique eye-tracking technology, developed with partner Eyesee, to map where the shoppers’ eye is most drawn to on the shelf. The results prove that the Shelf-Facer increases the visibility of products on the shelf by up to 50 percent.

Smurfit Kappa senior vice-president of innovation Arco Berkenbosch says, “After a great deal of testing and research, we are confident the Shelf-Facer will prove an important new tool that will help brands sell more of their products in-store. We understand the importance of grabbing consumer attention at the point of purchase and, in line with our ongoing commitment to maximize value for our business partners, we are pleased to have created a product that is proven to drive commercial success.”

The Shelf-Facer is just one of a range of innovations that will be launched at the company’s Innovation Event on April 15, 2015 in the Netherlands.

The launch of the Shelf-Facer is the latest example of Smurfit Kappa’s wider commitment to maximize value for its customers, by developing proven packaging innovations to drive business success and win at that all important first moment of truth, where shoppers choose one brand over another. It builds on the company’s differentiation strategy to ‘Open the future’ for its customers, by delivering customer growth through insight and innovation.

For company information, visit


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