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Smurfit Kappa invests in virtual shopping environment for retail ready packaging

Smurfit Kappa has invested in a new 3D virtual shopping environment to analyze and understand shopper behavior and increase the possibilities of virtual reality in retail ready packaging.

The virtual shopping environment is expected to meet customer needs by optimizing retail ready packaging solutions.

According to the Irish paper-based packaging producer, the technology will be installed in its development center in the Netherlands and will be used to execute shopper behavior research.

Smurfit Kappa will translate the outcome into guidelines and insights in the area of retail ready packaging.

The investment will enable the company to increase its own expertise as well as to help its customers. The technology will also allow Smurfit Kappa’s customers to experiment with packaging in a realistic retail environment.

Smurfit Kappa group chief operations officer Tony Smurfit said the technology will help the company increase its understanding of shopping behavior and translate the knowledge into tangible solutions that its customers can implement to optimize their packaging.

"We are dedicated to meeting our customers’ needs and helping them perform in their markets," Smurfit added.