Cool Dog Inc., Shirley , MA , has field-tested an economical and compact temperature-tracking device for sample boxes of its frozen, individually wrapped hot-dog-and-bun-shaped ice cream novelties.

A growing volume of research validates two points that many marketers still need to grasp—at least in practice. In consumers’ view, the product and the package are the same. “Behind the scenes,” the best packages weigh the needs of the entire value chain.

Marketing’s mantra is that “I don’t care what the packaging material is as long as it works.” This statement expresses an end result, and experts who study value chain dynamics recommend that marketers rethink how they’re getting to what “works.” Too often, the packaging that arrives at stores either fails to signal the price-value relationship with the product or it proves inadequate somewhere in operations or distribution.

Brian Wagner at Packaging & Technology Integrated Solutions says an underlying factor is that CPG companies apparently view product development as a linear process rather than an integrated process. Purchasing, operations, and vendors are consulted too late to provide solutions that can make a package work at every “touchpoint.”

The results of our first readership survey are in, and it’s encouraging to learn that 92% of you are finding the content in Shelf Impact! to be very to extremely useful. We want to continue to improve. Let us know how at george@packworld.com.

Shelf Impact! found two hidden nuggets amid the responses to our February readership poll. Demographics experts have been advising marketers about the trend toward smaller U.S. households and the related consumer need for portion control. However, just 21% of readers in our survey say that either package size or the impact of smaller households factor into their package development strategy.

Second, we all know about the “graying of America.” Yet, “senior-friendly” was mentioned as a package-development consideration by only 2.5% of survey respondents.

Oh, and by the way, don’t forget to take our monthly readership survey as you exit this month’s e-newsletter. It’s short—we promise!

The right package structure can help build incremental sales opportunities for a product when brand managers know how consumers use their product and they leverage that knowledge in creating new “touchpoints” with consumers.

The best packages consider needs throughout the value chain, and Pittsburgh Brewing Co.’s “Rack Pack” is a recent example of another package that succeeds. An innovative plastic-ring carrier allows a dozen 12-oz beverage cans to be joined together by one ring in a 2x6 configuration.

The ring, from ITW Hi-Cone, is made of a proprietary blend that includes low-density polyethylene. Previously, carrier rings held six cans in a 2x3 arrangement.

Bob Connolly, Executive Vice President of Marketing and Consumer Communications at Wal-Mart Stores Inc., dispels a belief among some marketers and packaging suppliers that there’s a “code to crack” in getting products on the retailer’s shelves. Connolly says success is possible by concentrating instead on four areas of prime importance to Wal-Mart and its shoppers.

• Ready, Set, Go!

Time is the new currency for consumers. Both Wal-Mart and its shoppers want packaging that saves them time. From Wal-Mart’s that means tactics such as time-saving secondary packaging. One example: PDQ product trays, which set up quickly and minimize waste that needs discarding. For consumers, it means packaging communication that lets them understand your brand message and select a product within six seconds.