Retailers are increasingly demanding higher standards for packaging. They need to be shelf-ready, contribute to brand experience, and meet sustainability criteria. At the same time, producers are looking for ways to generate more output with fewer employees. In this context, the demand for smart, integrated packaging solutions is rising. BluePrint Automation (BPA) addresses this with consultative selling: it’s not the machine that is central but finding the right solution for the customer's problem.
Writer: Harry van Deursen, Verpakkingsmanagement (Packaging Management Magazine)
BPA offers automated packaging solutions for almost all box constructions," begins Ed Mets, Sales Director of Cartoning & WA Systems at BPA. "From RSC and wrap-around to trays, shoulder trays, and custom designs like our Easy-D packaging. It is not up to us to convince the customer of a specific box design. It is our responsibility to listen carefully and understand where the challenges lie, and then to determine the right direction together with the customer.
Starting Point: The Customer Challenge
A concrete example of this approach is the collaboration with Don Smallgoods, a producer of meat products in Australia. They wanted to present their products vertically on store shelves for better visibility and higher sales opportunities. However, vertical transport led to the products sagging, which affected the presentation. At the same time, the boxes had to meet retailer’s requirements, such as a clear view of the product and easy opening on the shelf. In the first phase, BPA mapped out all the wishes and bottlenecks together with Don Smallgoods. This inventory made it clear that there was a conflict between the desired shelf appearance and the method of transport. The solution came in the form of the Easy-D packaging: a patented box in which the product is packaged and transported horizontally but can be presented vertically. The advantage of Easy-D lies not only in its functionality but also in its simplicity for the retailer. Thanks to the smart design, the packaging can be easily opened, and the presentation on the display side is optimal because there are no perforations visible. “The packaging can go straight onto the shelf,” Mets says. “That saves time and looks fantastic.”
From Concept to Implementation
The box design was just the beginning. Together with Don Smallgoods, the concept was translated into a functioning line, with BPA also supporting contact with the cardboard supplier. Mets: “We aligned the construction with the retailer's requirements while also looking at efficient processing on the machine. Only by combining these elements can you achieve a solution that really works.”
Application Triangle
According to Mets, BPA consciously operates from a triangle: customer, machine builder, and cardboard supplier. “We call that the Application Triangle. Each party has specific knowledge. The customer knows what is needed on the shop floor and on the shelf, we know the possibilities and limitations of the machines, and the cardboard supplier knows what is technically feasible with materials and production.”
By actively engaging this triangle and communicating openly, better solutions arise, according to Mets. “As soon as we discuss the design of a box, we also involve the cardboard supplier. This way, we prevent something that works on paper from being impractical in reality. And we ensure that the design fits the capabilities of the machine.”
BPA as a Knowledge Partner
“We supply machines, but above all, we provide knowledge”, says Mets about BPA's role as a knowledge partner. 'Knowledge about boxes, about loading, about market requirements. And we remain involved even after installation. Our service focuses on the entire process: from installation and maintenance to training and upgrades.' So, the collaboration does not end with the delivery of the line. BPA continues to engage with the customer to monitor performance and adjust where necessary. 'It's about the entire lifecycle of the solution, not just a one-time delivery.' This approach proves to be successful. The Sales Director mentions an example of a customer who switched from American folding boxes to wrap-around packaging. This saved cardboard thanks to improved stacking strength, Mets explains. 'We saved that customer around 40 percent in cardboard. But that can only happen if you start not with the machine, but with the packaging.'"
Exploring Together
According to Mets, the strength of consultative selling lies in building an equal relationship. “We don’t walk in with a standard solution. We embark on an exploration together. And if that means we need to spend months thinking about the box design first, then we will. Because if that’s right, the choice of machine will follow automatically.” According to Mets, this is also where BPA’s distinctive ability lies. “Our engineers, salespeople, and technicians understand both the technology and the practice. This allows us to truly ease a customer, from the very first conversation to optimization in production.”
This article was created in collaboration with BluePrint Automation.
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