In March, Shelf Impact! also asked readers the following question: Under what conditions would it be beneficial for vendors to sell packaging innovation to you, the brand steward, rather than to your product's consumers?

    Here is how some of you responded.

    "Most of the time. Suppliers are rather shy about trying new things in my segment of retailing. And my company likes to be innovative, when it's truly meaningful innovation. Both the retailer and supplier benefit when innovation brings higher sales through a better display, lower sell prices, or both."

    "Productivity and cost gains."

    "For promotions and cross-marketing to other products we sell."

    "We're in the packaging solutions business, so we'd be open to acquisitions or alliances with entrepreneurial companies to market new leading-edge concepts."

    "The brand steward is the ideal beneficial vendor."