Viewpoint

Technology in the corrugated space seems to be moving faster than ever. It used to be common to open doors to find new customers and accept orders by facsimile. Now, to even stay relevant in growth and customer retention it seems like you need a team of data analysts and developers that would make Facebook proud. “You mean we must understand social media to find our next group of client acquisitions?” you might ask. You bet!

The way you understand and utilize today’s technologies, coupled with your ability to share in tomorrow’s technologies, will be the new test of how many companies can survive or thrive in the changing marketplace. Why is that? The market is no longer driven by the skills of your sales team; it is driven by the demands of the customer. As we all get busier in our jobs and lives, customers want information faster, with less salesy interaction. They increasingly want to purchase online, they want product reviews and spec comparisons instead of line cards, and the advertising and shared information that reaches them more consistently is now social media.

At The BoxMaker, we have integrated online ordering and catalog features into our clients’ buying habits. We’ve created an online, e-commerce web2print platform for addressing the “need for speed” in custom printed boxes and labels at www.fantastapack.com. We have partnered with several hardware and software companies to lead the charge in digital print speed and technology; automated workflows; API orders; data analytics for real-time monitoring; email marketing; social media reach (including research, advertising, and retargeting); instant chat conversations; driving traffic to our website brands; and leveraging design and art services into our sales portfolio.

It takes intense focus, leadership, and drive to find success in any one of these areas, let alone all of them. Don’t kid yourself—keeping up with technology and the changing demands of your customers is difficult and costly. But what does the alternative look like?

— Justin Stacey, director of innovation, The BoxMaker

A New Community is Just a Click Away

AICC members always say that the connections they make with other members is one of the best member benefits. Kim Nelson, president, Royal Containers, says “AICC has introduced us to the players in the marketplace. Locally the knowledge that is shared among the members has been absolutely invaluable.”

Members can now create connections from their plant and learn from one another online using AICC Communities. AICC Communities is the latest resource for packaging professionals; it allows AICC members to easily interact and communicate online to exchange ideas, experience, and knowledge with their peers. AICC Communities is a private online network with members-only discussion groups on a variety of topics. Members can ask for help, ideas, benchmarks, or support from other members. Participants will find practical answers and solutions so they will not have to reinvent the wheel. Because Communities is an exclusive member benefit, participants must log in to the website to access this resource.

There are currently Communities for:

• Customer Service
• Design
• Human Resources
• IT
• Corrugated Production
• Folding Carton Production
• Rigid Box Production

To ask a question, click on the Community for that topic area, click “Add Discussion Forum,” ask a question, and click save. To receive an email when responses are added, members can “follow” a question. Members control their own subscriptions to questions, so they will receive only the notices they need.

Join discussion groups to spark or contribute to a conversation.