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'Packaging E-Content’ Helps Brands Control the Digital Shelf

An inconsistent digital presentation of packaging can erode trust and brand equity.

June 26, 2014
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Schawk!, a leading global brand deployment company that produces and protects brand assets to drive brand profitability, announces that its packaging e-content for the digital shelf solution can help brands ensure control of the digital shelf.

To gain brand share of a rapidly expanding e-commerce market, marketers need to provide customers with an experience online that’s as true as possible to the product they choose at the store shelf. A brand can and should look as flawless on the digital shelf as it does on the physical shelf.

“Schawk is uniquely positioned to provide packaging e-content imagery and digital brand content that meets the accuracy and timing needs of brand owners,” states Matt Bennett, senior vice president, growth strategies, product development & innovation, at SGK. “The digital package can be elevated to the same high standard by creating images directly from the final, approved master artwork file for the physical package — including complete views of all required informational elements.”

Bennett continues: “Only in this way can brands ensure the product as it appears on the digital shelf is never preliminary, incomplete, variable or untrustworthy. Without control of the process you do not deliver value or reap the benefits of speed, cost, efficiency, quality and regulatory compliance. Control the process and you will control the benefits.”

Schawk’s packaging e-content service is a global, scalable solution for brands seeking highly efficient and accurate production of digital brand assets for the digital shelf, according to the company. Asserting control of the brand requires that brand owners gain control of the process of e-content development and e-content management. An inconsistent digital presentation of packaging can erode trust and brand equity — exactly what brands spend millions seeking to build.

Schawk can help brands gain control of the digital shelf and create a consistent brand experience for consumers at both points of purchase — on the digital shelf and on the physical shelf. The ability of marketers to drive brand profitability requires delivering a consistent brand experience. Delivering a consistent brand experience, including accurate product information that complies with governmental regulations, across shelves online and in-store can be challenging.

Schawk’s packaging e-content is designed to streamline the packaging e-content supply chain — eliminating duplication of effort, reducing vendor-management burdens, centralizing asset control and saving money. And it reportedly takes brands to the digital market faster, with e-commerce images of packaging that look as great online as they do on the physical shelf.

“By bundling prepress artwork and e-content creation together, you’re always certain that both of them are getting done, and that both of them match each other,” says Bruce Miller, vice president, product development, at SGK. “‘Getting to market’ on time is critical of course, but the best deployment processes will deliver far beyond that. They will protect a brand’s equities and the way it’s presented in all marketing mediums around the world."

Miller concludes: “If brands are truly successful in creating a singular brand experience, the online experience must mirror the offline experience. The online shelf can no longer be relegated to second place status. The opportunities are substantial for brands that take control of their presence on the digital shelf — now, not later.”

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