Abstract
Shelf Ready Packaging (SRP) refers to packaging that is designed to reduce the process of in-store operation; simultaneously it can help to enhance the customers shopping experience and provide benefits to the total supply chain. With these features, SRP has been adopted as an alternative principle for packaging design since it had been regarded as the best practice to improve working conditions in retail stores. However, relatively little researches were done about the SRP. In addition, under the terms and conditions of private use, most of foregoing studies are accomplished within the international trade companies. With this restricted knowledge, it is easy to find many design failures of SRP in the market. Hence, SRP design project was created to examine the problem of existing SRP in retail stores. The findings were used to define the SRP design solutions and propose practical ideas that could be taken forward to current merchandising conditions. Based on an exploration of SRP problems in retail outlets and the findings from SRP design project, the specific problems of existing SRP can classified into two categories: Impractical SRP and Improvised SRP. This study found that Improvised SRP provides practical ideas to develop SRP design, while Impractical SRP indicates the points to be concerned when designing SRP.
