Ashworth To Explore “The Packaging Opportunity In The Digitally-Managed Home”

TORONTO - SGK, a division of Matthews International and a leading global brand development, activation and deployment company that drives brand performance, announced today that Eric Ashworth, president, will present “The Packaging Opportunity in the Digitally-Managed Home” at PAC’s ‘A Day In The Life’ (of a packaged product) Symposium, September 30, 2014, at 1:10 pm in Toronto.

Ashworth will address this elite group of packaging industry leaders, brand strategists, designers, and key decision makers on the impending deconstruction of the traditional retail environment and its implications for package structure, design, messaging and supply chain.

He will ask brand owners to display more urgency in responding to the special needs and expectations of the estimated US $440-billion global B2C (business-to-consumer) market with novel product packaging that understands and respects this new consumer paradigm.

“That’s the heart of the conversation,” said Ashworth. “How does the brand take advantage of its existing physical packaging to do a better job of selling a product online, while also fulfilling the promise that this product makes once it reaches the consumer’s home—all done outside of the traditional retail environment?”

Ashworth will also address how brand owners can gain greater brand share of a rapidly expanding e-commerce market. “Surely, there is a way to have a more robust brand experience online today. But this requires the removal of yesterday’s barriers. The result will be a new seamless retail shelf—online and offline—and a new definition of packaging itself. The brands that do these best will be the ones we’re talking abouttomorrow.” 

“Brands owe it to themselves to leverage product packaging in a way that will create unique and memorable new consumer experiences for online shoppers—consumer experiences that will nurture true brand loyalty and recognition” added Ashworth. “This is the next-generation retail transformation that will enable CPG manufacturers to gain a competitive advantage through packaging.”

A passionate believer in the power of thought leadership to drive business forward, Eric is a dynamic sought-after speaker whose insights on developing brands provoke conversation and debate. Eric holds a B.S. degree from San Francisco State University and an MBA from the University of San Francisco. Additionally he has served as David Aaker’s guest lecturer on brand strategy at the Haas School of Business at the University of California, Berkeley. Prior to coming to SGK Eric served as Chief Marketing Officer for Fitch Worldwide and served in senior brand management positions at The Clorox Company, Levi Strauss and Colgate-Palmolive.