Esko launches essential toolkit for retailers

Initiative in response to latest consumer trends

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Esko
Esko launches essential toolkit for retailers

Esko has announced it is responding to the latest retailing trends by launching the ‘Essential toolkit for retailers: from consumer insights to product launches,’ a free online resource that outlines how retailers can improve packaging and marketing asset management to target consumers through an integrated omnichannel marketing strategy.

Over 60% of consumers are most likely to begin holiday shopping before Thanksgiving in the US, according to Statista and Marketing Week states that over a third of UK shoppers have already purchased Christmas-related items this year.

Esko, which provides a collaborative content creation platform for packaging, labels, and marketing collateral, has recognized the trend for buying early in-store to avoid disappointment and acknowledges that ‘eSales will explode’ this holiday season, putting retailers’ online strategies to the test, according to Forbes.

What we’re taking from these trends is that retailers, and the brands that supply them, need to act with supreme agility to cater to evolving consumerism. The need for reactivity is not going away any time soon. This will be a theme into spring 2021 and perhaps beyond. Adopting effective technology will not only plug the gaps now, but it will also future proof the packaging, label, and marketing collateral creation process against this level of disruption for future retail generations,” says Matthew Haws, global marketing director at Esko.

The Esko eBook explores retail challenges and trends and offers solutions on how to meet them head-on with the right digital tools. Time-consuming design approvals, laborious manual processes, and missing assets shouldn’t slow down speed to market, according to Esko.

A centralized location for team projects, approvals, artwork, and collateral, gives the whole team greater visibility, improving accuracy to keep costs down and reducing the risk of missed deadlines,” continues Haws. “We understand that costs are of the utmost importance to brands and retailers working to tight margins.”

Further to this, having the whole project to hand via solutions such as web-based collaborative workflow management system, WebCenter and accompanying digital asset management system, MediaBeacon, helps brand marketers to deliver joined-up omnichannel messaging with ease.

As the upsurge in eCommerce continues, digital collaboration through effective technology assists retail marketing teams to traverse the in-store and online marketing challenge to communicate clear messaging in a time when disinformation and conflicting messaging runs rife.

Retailers are navigating a hugely complex trading environment moving from Q4 and into Q1 2020,” continues Haws. “The right technology caters to the needs of today while putting brands in good stead to meet the trends of tomorrow. Joined up omnichannel retail strategies are imperative in today’s changing economy, and an effective digital toolkit is key to helping retailers adapt.”

Download the toolkit here

Esko, a Danaher company, provides a collaborative content creation platform for packaging, label, and marketing collateral. Each solution equips marketing, branding, regulatory, and packaging teams to increase productivity, reduce costs, and save time in their content processes. Brand owners can use any or all of the solutions and services in the platform to streamline the content process and consistently meet deadlines for marketing and packaging projects.

Esko connects people, processes, and technology to meet the needs of brand owners; 9 out of 10 major brands use Esko tools to produce their packaging. Headquartered in Gent, Belgium, Esko employs 1800 people worldwide.

 

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

It is the right time to support our high-impact reporting and authoritative and technical information with some of the best correspondents in the industry. Readers can power Packaging South Asia’s balanced industry journalism and help sustain us by subscribing.

– Naresh Khanna

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