📋 Tender Overview
Online wine retailer Laithwaites wanted to improve the protection performance of its packaging while also eradicating plastic from its portfolio. The company turned to packaging experts DS Smith to ensure these ambitious targets were realised.Product protectionTo enhance the protection that Laithwaites packaging provides to its fragile glass bottles DS Smith started by undertaking an audit of the companys supply chain and the journey the product takes to the consumer. Rob Carle UK Head of Sales e-commerce at DS Smith explains The e-commerce supply chain can have as many as 50 touchpoints so its important to understand the route that each brands parcels take. But during this journey it is the last mile when the package is in the courier network that is the most challenging. This final stage sees the package knocked bumped rolled about in the back of a van and on occasions dropped by the courier so for fragile products like bottles of wine this last mile can be a real challenge and for Laithwaites its where they saw the most breakages.Using this insight DS Smith designed enhanced packaging that would offer protection from the jolts and impacts of the courier delivery network. To trial the effectiveness of the solution before sending it into the supply chain Laithwaites put its packaging to the test using DS Smiths innovative DISCS technology. Replicating each part of the products journey to consumer the process includes Drop Impact Shock Crush and Shake DISCS tests. Crucial for effectively enhancing the protection of the wine packaging was the drop test. This allowed weak points to be identified and adapted to provide additional protection.Andrew Hawker Head of Logistics at Laithwaites said The drop test video footage is a great asset for us. Not only does it showcase the design expertise and performance of our packaging but it also supports our conversations with couriers should our products arrive damaged or in a poor condition. Since using DISCS we have seen a significant reduction in damaged customer orders which has had a direct and positive impact on our companys bottom line.Eradicating plasticIn addition to providing crucial protection for its products the heart of Laithwaites packaging philosophy is sustainability and recyclability. The company has always used recycled fibres for its corrugated board and boxes continually striving to get the best possible quality from these materials.Andrew Hawker explains Balancing the sustainability and protection needs of packaging can be a challenge especially in the e-commerce sector where the unboxing experience is vital to engaging and establishing a connection with the customer. After Blue Planet unveiled the true impact of plastics on the environment and in response to direct consumer feedback on our packaging we took a positive step to completely eradicate plastic from our supply chain with the expert support and insight of DS Smith.
