Corrugated point-of-purchase (POP) displays and packaging producer Sutherland Packaging has launched a solution to enhance the branding of e-commerce shippers.

Known as E-COMplete, the company’s new e-commerce printing programme will enable customers to create corrugated shippers that are direct extensions of their brands at a reduced cost and transform containers into valuable customer engagement tools.

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Sutherland Packaging noted that until recently, e-commerce packaging of brands did not truly represent their brick-and-mortar brand expressions.

“By cost-effectively beautifying previously plain boxes, Sutherland Packaging’s E-COMplete is an effective customer retention tool in the fast-growing online retail sector.”

It underscored the importance of brands permeating all sale channels, including e-commerce.

Sutherland Packaging president Tom Sutherland said: “By cost-effectively beautifying previously plain boxes, Sutherland Packaging’s E-COMplete is an effective customer retention tool in the fast-growing online retail sector.

“For too long, e-commerce shippers have been overlooked as the valuable branding tools and customer touchpoints they offer to retailers. Our new programme provides sorely-needed improvements to corrugated shippers.”

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The company expects to leverage its innovative direct printing technique, which avoids the practice of mounting a lithographic label over corrugated substrates, and expertise in precision high-speed lithographic printing.

According to the company, the full-colour technology is ideal for the retail consumer products sector and club store displays.

The technology is also expected to offer savings to customers in terms of material expenditures and shipping times.

E-commerce customers are expected to benefit from the company’s ultra-customised hybrid solutions, including the combination of direct-to-corrugated with litho printing or conventional printing methods with digital, in their efforts to improve their corrugated shippers.

Sutherland Packaging also expects to use its large format graphic printer to have improved technological capabilities in the e-commerce sector.