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Smurfit Kappa thinks ‘outside the box’ with interactive POS




Smurfit Kappa, leading supplier of packaging solutions in Ireland, was commissioned by Irish Distillers to design and produce an eye-catching in-store display for its 1L Absolut Vodka.

The design had to incorporate the company’s new phone and tablet app for customers to discover 500 drinks recipes featuring the product on offer. Retail shoppers today favour a visual and interactive experience when they visit a store and innovative POS not only attracts customers and enables them to interact but also persuades them to buy.

The challenge was to design and build a high-quality, illuminated construction with an integrated touch screen that was compact enough to fit into any retail store but still create an impact and attract attention. Using Smurfit Kappa’s 3D design solution, its designers created a full prototype before going into production.

The unique units were constructed using 16mm re-board printed on an Inca Onset S40i flatbed UV inkjet printer. The six-colour printer produces superb quality display graphics economically at throughput speeds of up to 560 sqm/hr, equivalent to 112 full bed sheets/hr (3.14 x 1.6m) and onto substrates up to 50mm (2 in) thick.

The completed units featured built-in coloured LED strip lighting to illuminate the product, with all the wires hidden in the back panels, and a touch screen tablet incorporated into the head board, fully loaded with the new product app.

Simon Kelly, Design Supervisor, Smurfit Kappa says: “This brief really inspired us to think outside of the box and design a unique and innovative display unit that met all the client’s requirements. We were delighted with the results and the client was very happy – the displays drew attention to the new app, which helped increase product sales.”


Smurfit Kappa’s efforts on this project were also rewarded with an Inca IDEAs award for its entry in the Interactive Display category. Judge commented: “Good use of print, materials, lighting and a tablet.”



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