March 11, 2015
1-800 Flowers basket 1
Packaged goods companies that sell through multiple channels, including major retailers as well as direct-to-consumer, are presented with the operations challenge of designing processes for packing products for maximum shelf appeal and processes for packing products for the rough-and-tumble world of shipping outside the security offered by a pallet.
Multi-channel challenges
At its Melrose Park, IL, location, 1-800-Flowers.com Inc. designs and assembles gourmet gift baskets, gourmet food gift towers and gift sets for its DesignPac and 1-800-Baskets brands. The packaged products then are sold both through retailers, including Costco, Macy’s and Target, as well as direct to consumers.
Gift boxes and baskets destined for sale at these retailers are packed for maximum shelf appeal, with thermoform risers often giving individual components a lift for enhanced visibility. These baskets can be designed this way because DesignPack uses one of its Lantech or Highlight stretchwrappers to secure the boxes together, thus providing an extra level of protection during transportation to retail distribution centers.
Baskets sold through the company’s direct-to-consumer storefront 1-800-Baskets, such as the Sonoma Wine Gift Basket, don’t have the benefit of being secured in a pallet. To ensure the Sonoma Wine Gift Basket is received in optimum condition by the consumer, DesignPac needed to develop a packing process that would keep all of the gift’s many components in place while being transported via ground and air freight carriers.
Developing the right look
The Sonoma Wine Gift Basket is a good example of a typical product made by the company gift basket design and manufacturing arm, DesignPac. because the packaged product comprises a combination of brand-name and private-label packaged components in a reusable secondary package. The 9.75x13x9-in. (HxWxL) package contains a 750mL glass bottle of Sauvignon Blanc, Merlot or Chardonnay wine, 1.9-oz pack of flatbread crackers; 3.75-oz package of brie-flavored cheese spread; 0.45-oz pack of cinnamon French twists; 3.50-oz package smoky mozzarella mini baguettes; 1.9-oz package of Perugina Capri Candies; and a 3.75-oz Sienna Stone cheese cup.
Several of the basket’s private–label and premium-brand components are housed in paperboard cartons, which were custom designed by DesignPac. This enables the company’s gift set designers to make packaged sets with more coherence throughout all of the package’s components without creating custom primary packaging for each individual box.
“Our package engineers work with the design group to make sure all of the boxes that go in that specific gift are the right style, the right color, the right types of folds and the right shape—whether it’s an octagon box or a square box,” David M. French, vp of operations for DesignPac remarks. “When consumers look at our boxes, they don’t just see a bunch of square boxes. We have variety.”
1-800 Flowers 2
When creating boxes for premium-brand products, DesignPac graphic artists work with the brand owners to deliver designs that ring true to the product’s branding, but still provide a coherent look to the packaged gift set. Brand owners often will give DesignPac ‘s designers a color palette to work within and general brand guidelines.After designs are finalized, files are prepared for printing by an outside converter. As part of a new initiative launched by 1-800-Flowers.com, all of DesignPac’s paperboard box printing and converting jobs are awarded by reverse auction.