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~ Ranpak ~

volumetric reduction in height. Which, in turn, results in Now that you mention it, is the maintenance of the
less CO2 emissions. Also, keep in mind that this height Cut’it! EVO too complex?
reduction is an estimated percentage that indeed increases “Not at all. But that’s another learning we had. We have
as the box gets bigger. This means that companies that, for noticed that many times, the customers are not fully aware
example, work with furniture, will benefit even more from of the maintenance required for automation equipment
this. Another unique part of the Cut’it! EVO is that within in general. So alongside the launch, and as part of our
a day, we can change the footprint at the request of the empowerment program, we have added tools to help
customer. So it is pretty future proof,” Paul continues. them learn when, how, and furthermore, why they should
do the things they need to do in order to maintain peak
A solution design to f it each market needs performance and make the most out of their Cut’it! EVO.”

Launching the Cut’it! EVO has been a complex yet Have you noticed any trends that might prove
enlightening labour for Ranpak. Not only is the technology interesting for the future of packing?
a state-of-the-art solution, but it also offers a level of “For example, a trend we noticed recently is that customers
efficiency never before seen in the packaging industry. So invest more and more effort in the design of the box and
with a product this good, is it only normal to wonder, has it corresponding lid. So our customers can print whatever they
been easy to launch it globally? want on the inside or outside of the box, adding a visual
element of their brand when the packages arrive at the
Paul shares with us the key lessons learned by Ranpak customer. Also, a glued lid on a height-reduced box means
during this international launch and offers us a deep insight stronger, tamper-proof and easy-to-return packages. Custom
into the ever-changing universe of e-commerce. lid design allows boxes to be easily opened and also reliably
closed for better protection during returned shipments.
In light of the global launch of Cut’it! EVO, have you
found that all markets are similar or not? Finally, another discovery was that our customers need to
“All markets are different and, furthermore, have different change their mindset about the way they package. Because
levels of maturity. The need for automation with height it is different from the way they plan the packaging process
reduction, for example, is different. Sustainability has been a when a height reduction is an option. It’s a far more
very important topic in Europe, at least for the last ten years, efficient way of packaging.”
while it is not necessarily the same situation in other regions.
If you had to choose one lesson from the Cut’it! EVO
In North America, for example, sustainability as a really launch, which would it be?
important topic is quite new in that market. So we need to “One of the biggest lessons we learned from the launch in
talk at a different level with them. All in all, we can say that Europe was that nowadays, the unboxing experience is fast
packaging automation is a pretty relevant issue all over the becoming one of the most important parts of e-commerce.
world, but then the specifics of it are different in each region, Companies and customers value a high-quality unboxing
and we need to adapt the product to the particular interest of experience because, in the e-commerce business, the box
each market,” Paul concludes. is many times the only physical contact point between the
brand and the end consumer.
We could then say that packing automation is the one
thing that all markets have in common? Thus, having a high degree of protection but also offering
“Yes, and for many of our customers, packaging automation an easy and elegant way of opening—all while saving costs
was a new thing. Due to the nature of modern e-commerce and creating more sustainable packaging—is really well
and its rapid growth, they were kind of forced into received by the end consumer, and it represents a more
automation. Therefore, with the Cut’it! EVO launch, cost-efficient solution for the brand. The Cut’it! EVO is a
we learned that it is not just a matter of selling them an win-win innovation for the brand, the end consumer, and
automated solution, a machine, but also helping them and the environment,” Paul concludes. ••
enabling these customers to get the most out of Ranpak
solutions. We need to empower them.”

How is this empowerment done?
“If you launch a product and you are truly committed to
providing a solution to your customers, you need to offer
training, guidelines, go-live support, and online resources for
your customer to understand the maintenance aspects of the
machine that you are selling them, and help them extract
the maximum productivity of the solution.”

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