It used to be that products were manufactured, shipped to a warehouse, then fed to retail stores. But distribution is not that simple anymore.

Consumers' favorite products today are only a phone call or mouse click away. As a result, the supply chain is making adjustments—widening to accommodate growing multiple access channels such as catalogs, Web, and telephone and television shopping programs.

"The rapid expansion in these areas has led to the creation of new challenges for distribution," says William Armstrong, technical development manager for Sealed Air Corp. Armstrong spoke to attendees at Pack Expo, last month in Chicago.

He says that this multi-channel explosion has changed the way products ship. More products are now shipped more often in smaller quantities, requiring greater amounts of picking and packing in distribution centers than ever before. The smaller orders also consume more packing materials, which means higher packing costs.

To absorb these added costs, Armstrong suggests that packing systems consider factors including the speed required to eliminate bottlenecks, accuracy of packing, and appearance of the carton when ready for shipping.

"It is not just a box with foam peanuts inside," notes Armstrong. "Employees must understand the carton is part of the product that represents your company. You need the package to look good because it may be the only way you have to interface with your customer."

Many damaged cartons may have been de-signed only to survive movement on pallets, not shipping as individual cartons. Armstrong suggests checking the survival history of previously delivered products and the strength ratings of corrugated boxes.

"The role of all packaging is to assure that a product is delivered correctly and arrives in good condition, on time, every time," Armstrong says.