Executive Briefings

The Role of Contract Packaging in a Customized Supply Chain

Retailers increasingly are using customized packaging to meet the preferences of customers in specific stores, regions or channels, says Jason Tham, CEO of Nulogy. This work often is outsourced by brand manufacturers and Nulogy has developed software to link and streamline the process.

Nulogy is a software development company focused on enabling mass customization of packaging for brands sold in multiple channels. "We interact with brands and suppliers like 3PLs, contract packagers and contract manufacturers to enable personalized products," says Tham.

“Brands want to be able to reach consumers in all different channels in a very customized and personalized way,” says Tham. Packaging is really what the customer buys, he says. “It may be special packaging for a promotion or for a holiday, and it includes all types of products, from food and beverage to cosmetics.” If you think of these as new products, Nulogy’s tools enable companies “to launch faster and more efficiently and to track products in a high quality way,” he says.

Nulogy works with both outsourcing companies and with brand owners, which enables each to concentrate on their core competencies, says Tham. He says three market trends are impacting this sector of the industry. One is the demand for shorter manufacturing runs to reduce waste and move closer to a make-to-order model; second are increasing compliance requirements for quality and traceability; and third―the largest and most disruptive trend―is omnichannel growth. “My prediction for the future is that these trends will continue and brands will rely more and more on suppliers to launch customized products for retail.”

When Nulogy launched 10 years ago its first company was Mars. Since then, Nulogy’s customer base has grown significantly, especially during the last five years. “Profits from customized and personalized products can be tremendous,” says Tham. “The challenge is speed to market with guaranteed service and quality. Providing that combination will ensure a company’s growth.”

To view the video in its entirety, click here

Nulogy is a software development company focused on enabling mass customization of packaging for brands sold in multiple channels. "We interact with brands and suppliers like 3PLs, contract packagers and contract manufacturers to enable personalized products," says Tham.

“Brands want to be able to reach consumers in all different channels in a very customized and personalized way,” says Tham. Packaging is really what the customer buys, he says. “It may be special packaging for a promotion or for a holiday, and it includes all types of products, from food and beverage to cosmetics.” If you think of these as new products, Nulogy’s tools enable companies “to launch faster and more efficiently and to track products in a high quality way,” he says.

Nulogy works with both outsourcing companies and with brand owners, which enables each to concentrate on their core competencies, says Tham. He says three market trends are impacting this sector of the industry. One is the demand for shorter manufacturing runs to reduce waste and move closer to a make-to-order model; second are increasing compliance requirements for quality and traceability; and third―the largest and most disruptive trend―is omnichannel growth. “My prediction for the future is that these trends will continue and brands will rely more and more on suppliers to launch customized products for retail.”

When Nulogy launched 10 years ago its first company was Mars. Since then, Nulogy’s customer base has grown significantly, especially during the last five years. “Profits from customized and personalized products can be tremendous,” says Tham. “The challenge is speed to market with guaranteed service and quality. Providing that combination will ensure a company’s growth.”

To view the video in its entirety, click here