paperbased packaging company smurfit kappa has announced its latest groundbreaking solution, the shelffacer, proven to increase the visibility of goods on the shelf by up to 50 percent, leading to a significant increase in potential sales.rigorous testing and extensive shopper insight data have confirmed the benefits of the unique solution, which pulls products to the front of shelfready packaging, significantly improving shelf presentation and allowing brands to take full advantage of instore marketing opportunities.the announcement of the shelffacer follows the recent release of smurfit kappa&rsquos shopper marketing white paper &ndash marketing on the shelf exactly how in control are you &ndash which showed that, despite 76 per cent of purchase decisions being made by shoppers instore, brands often fail to seize upon the powerful marketing opportunity it represents, particularly at point of purchase and on the shelf.to meet this challenge, smurfit kappa drew on the brightest and most creative minds of its 700 plus designers worldwide. tasked with creating a solution to maximize shelf visibility, the result was an innovative and commercial solution for brands to guarantee their products are as easy as possible to find and buy in store.the shelffacer consistently ensures the product is in view and available at the front of the shelf for consumers to find. once an item has been purchased, it is immediately replaced by another from behind, significantly improving brand visibility and increasing sales.recent studies estimate a significant increase in sales can be achieved through improved shelf presentation. to quantify and understand the impact of the shelffacer, smurfit kappa used its unique eyetracking technology, developed with partner eyesee, to map where the shoppers&rsquo eye is most drawn to on the shelf. the results prove that the shelffacer increases the visibility of products on the shelf by up to 50 per cent.arco berkenbosch, senior vice president innovation, smurfit kappa, said&ldquoafter a great deal of testing and research, we are confident the shelffacer will prove an important new tool that will help brands sell more of their products instore. we understand the importance of grabbing consumer attention at the point of purchase and, in line with our ongoing commitment to maximise value for our business partners, we are pleased to have created a product that is proven to drive commercial success.&rdquothe shelffacer is just one of a range of innovations that will be launched at the company&rsquos innovation event on april 15th in the netherlands. the launch of the shelffacer is the latest example of smurfit kappa&rsquos wider commitment to maximize value for its customers, by developing proven packaging innovations to drive business success and win at that all important first moment of truth, where shoppers choose one brand over another. it builds on the company&rsquos differentiation strategy to &lsquoopen the future&rsquo for its customers, by delivering customer growth through insight and innovation. 
