Gaining Control

A few months ago, one of our colleagues posted an article emphasizing the significant benefits CPGs can gain by controlling their data, particularly in emerging technologies and packaging efficiency. Understanding the implications of having data under your control is a crucial aspect of your packaging strategy that can greatly impact your operations and profitability.

By taking full ownership of all the data points that contribute to a successful package launch, you are not just in control, but empowered. This empowerment ensures a streamlined process, and the benefits of increased profitability are within your grasp.

• Having a single source of truth for all content, a concept where all data is stored in one place and is universally accessible, is a game-changer. It can significantly reduce errors and rework, provide security, and increase profitability.

• From there, you can seamlessly integrate this content into the design and production processes to ensure your brand message remains on point. Remember, the farther from your source, the more expensive the change. Controlling your data will save costs and ensure accuracy as your packaging art moves to product launch, giving you peace of mind about your financial decisions.

• Because your starting point is accurate, revising and updating your packaging art files is more straightforward, less time-consuming, and cheaper.

The recent consolidation of graphics service providers has made owning your data even more critical. By owning your data, you can ensure that you have control over your packaging art, reducing the risk of losing access or control due to external factors such as provider consolidation.

Technology is going to change the way you produce packaging art. Tools that can fit an existing art file to a new die, automatically update a Nutrition Fact panel with new data, or analyze color variants for a line extension are already available. As massive chunks of billable hours go away, these graphics providers will inevitably do two things:

• Attempt to slow the adoption of automated graphics tools so they can keep cranking out billable hours to get art "production-ready."

• Build walls around their processes (and your data) to minimize the risk of reducing revenue or losing your account.

Neither of these serves the interests of a CPG.

You're farther along than you might think.

The good news is that you're already farther along in taking advantage of these emerging technologies than you might think. You probably have ERP/PIM/PLM systems that house all this critical information. You have people on staff who understand the process and can help optimize your workflows. And you have access to a development community that can build out your toolbox. This should reassure you that you're on the right track and should make you feel accomplished.

Picking the right partner is key.

Be cautious. Tech companies see this opportunity, and you probably already hear from them. They're pushing routing and collaboration, DAM "light" and reporting. While the barriers and costs to developing these tools are dropping, there's no guarantee that some companies will be around in another year. You risk going through the development process over and over as these small players lack an understanding of the packaging process or are simply ineffective communicators and project managers.

We're here to help.

At MWW Advisors, we have extensive experience in all phases of packaging graphics. Whether you're looking for ways to streamline your operation, need help selecting the right partner, or just want a fresh perspective on how technology will impact your processes, we're here to help.