FEA
FEAT RE ATURE
D
DIISTRIIB
BUTIION O N
Helping the distribution channe l to support brand loyalty
Jean-Loui Ev Jean-Louis Eva Evans, the connectionbetw the connection betwetween environmental testing and brandloya
vans, Managing Director at TÜV SÜDProduct Servi e explores weenenvironmental testing andbrand loyalty
anagingDirector at TÜV SÜDProduct Serv rvice explores yalty
environmental conditionswould give an acceptable level of confidence. A useful reference is the guidance set out by the International Safe Transit Association (ISTA), which provides test standards for different classes of packages in the distributio n environment.
WHAT AT A E THE TESTS ? T ARE THE TESTS? ST Packages are subj bjected to controlled
conditions of temperature and humidity to establish a baseline condition for
subsequent tests to simulate conditions experienced in the distribution environment. A compression test simulates the load applied by a stack of packages in storage. Deformation of the package
ge ge to an extent
where the product inside starts to support the loadwould be considered a failure, as would asymmetric deformationwhich could cause a stack above to topple.
To ensure test repeatability, bounce tests are performed on a test apparatus. Both bounce and vibration tests can be
A t first the connection between
environmental testing and brand loyalty is not immediately obvious, but the two key drivers of brand loyalty, serv
rvice and product
quality can both be beneficially influenced by testing. For example, performing
environmental testing to ensure that a product delivers against expectations of quality andmaintains its desirable features when exposed to adverse conditionswill support brand loyalty. Likewise, safe delivery of a product is a significant element of the serv
rvice provided. Failure of product packaging during
distribution is the source ofmany complaints and poor customer experien cewill influenc e the purchaser’s future choice ofwhere they purchase from. Packaging is not that
uncommon, and it is vital to test packaging efficiency to ensure it can protect the product in the distribution supply chain .
A HIGHER TANDARD HIGHER STA ANDARD
Many designersmake themistake of thinking that ensuring products complywith
rvive the distribution chain,which is often themost severe environment that the productwill encounter during its life. So, howdo you approach environmental testing in the distribution environment? Firstly youmust consider the environments that the productwill experience - frombeing
mandatory tests set out in product standards is enough. However,mandatory tests rarely provide confidence that the productwill surv
8 SEP EMBER 201 SEPTEMBER 2016 | ELEC RO ELECTRONICS CS
UNDERSTASTANDING THE DISTRIBUTION ENVIRONMENT
UNDERSTANDING HE DIS RIBU ION ENVIRONMEN
If you knowthe limits of the environmental threat in the distribution environment and you knowhowrobust your product is, you can procure packaging thatwill protect your product. Robustness can be assessed by conducting a fragility assessment,which requires the application of increasing environmental stress until failure occurs. Once fragility has been determined it can be comparedwith the known threats in the distribution environment. The difference between the two being the protection th e packaging is required to provide. Fragility assessments and specific
transportation characterisation aremore commonly reserv
rved for products that
absolutelymustwork out of the box. For the maj
ajority of packaged products, testing to levels that represent the common expected
TÜV SÜD Product Service
www.tuv-sud.co.uk
www.tuv-sud.co.uk T: 01489 558100
/ ELECTRONICS ELECTRONICS
packaged to its final delivery destination. Vibration, bounce and shock are always experienced during transportation, their severity varyingwith the choice of transport vehicle Similarly the climatic environment may have extreme temperatures; often combinedwith humidity and pressure.While most transportation platformswill provide some thermal protection, the longer the journey the greater the likelihood that extremes of temperature, both hot and cold, will be experienced during the distributio n process.
.
Figure 1: Vibrat
Figure 1: shakers
performedwith top loads applied to the packages to simulate transportation of a stack of packages.
Vibration testing using onet of TUV SUD's large
of TUV S D's large shakers
ation esting using one rs
Side impact tests are performed to replicate lateral loads thatmight occur duringmachine handling. Impacts up to 5mph are produced by running the packag e down an inclined plane into awell supported target facedwithwooden planks.
Precision drop testmachines are often used to performthis test, although other test facilitiesmay be necessarywhere the package is particularly large. In essence the test is defined by the orientation of the package, its drop height and the surface that it hits.
Packaging effective enough to surv rigours of an often poorlymonitored and hazardous distribution environment has become an essential part of the serv provided by the retailer. Relatively simple testingwill provide the confidence that the packaging is effectiv e and that the produc t will arrive securely at its destination ready to exhibit those qualities that produce brand loyalty.
MEE ING CUSTOMER EXPECTATCTATIONS When cultivating brand loyalty it is easy to focus on product quality and concentrate efforts on producing an exceptional product, amaged in transit this realisedby thepurchaser. rvive the
MEETING CUSTO OMER EXPECTA IONS
qualitymaynever be re but if the product is d
rc rvice
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