Episode 578: Smart packaging strategies with Shelly Nirvelli of DHL
Welcome to another episode of The New Warehouse Podcast, recorded live at Manifest 2025. In this episode, Kevin speaks with Shelly Nirvelli, Vice President of Business Development for Packaging at DHL Supply Chain. DHL Supply Chain is a DHL Group division focusing on comprehensive solutions like warehousing, transportation, and packaging. The conversation zeroes in on the role of smart packaging as a competitive differentiator. Shelly breaks down how DHL helps brands rethink packaging—from design and sourcing to final delivery—while improving sustainability, efficiency, and responsiveness to demand. Whether it’s a clamshell for flea collars or a Halloween candy variety pack, DHL’s approach blends tech, supply chain strategy, and customer focus to transform packaging into a value driver.
Smart Packaging as a Competitive Edge
In today’s supply chain, packaging isn’t just about protection—it’s about positioning. Shelly emphasized how contract packaging allows brands to stay closer to demand and delay decisions until the last mile: “They’re using it to postpone their production till they’re closer to understanding the demand signal.”
By performing contract packaging within distribution centers, DHL avoids unnecessary transportation, cuts costs, and reduces emissions. This setup also enables rapid conversion of bulk inventory into customized, consumer-ready formats like variety packs or retail displays. The tech behind this integrates materials sourcing and packaging operations into a single, seamless system. It enables smarter decisions on everything from carton size to product assortment.
One example? A major client realized over 20% cost savings and cut obsolescence by 5x thanks to enhanced visibility: “We realized they were buying the same thing from three different partners at a total of 21 times a year.”
Smart Sustainability Without the Greenwashing
DHL’s smart packaging strategy is tightly aligned with its Mission 2050 goal of net-zero emissions. But Shelly made it clear—they’re not waiting for the market to demand it. “Our customers aren’t having to pull us into sustainability because it’s something that we believe so solidly as DHL.”
That belief translates into action. DHL focuses on full supply chain sustainability, starting with smart material sourcing. DHL uses machine learning and AI to ensure they buy just what’s needed, avoiding waste and overstock. Shelly shared a great example: “We eliminated all that plastic and made it curbside recyclable… it made it more affordable.”
It’s not just about materials. DHL looks at geography to reduce emissions by choosing suppliers closer to the point of use. This not only lowers carbon output but often saves clients money.
Enabling Automation Through Better Design
Packaging isn’t just a standalone function—it can unlock greater automation. As Shelly explained, 70% of DHL’s packaging operations already use some level of automation, from flexible lines to high-volume production setups.
“We’ll say, if we were able to tweak X, Y, and Z, here’s the types of automation that we would be able to introduce.”
The ability to suggest packaging changes that enable automation offers clients new possibilities without major overhauls. Shelly adds, “We’re taking this total supply chain perspective about what is it going to take to get this product to look how it needs to look and arrive, where it needs to arrive safely and securely, but with the least amount of packaging that’s necessary.” Even small design shifts can make products more compatible with existing automation tech, boosting speed and efficiency.
DHL’s approach is consultative: they look at the customer’s portfolio, identify areas where automation could thrive, and align packaging accordingly. And the strategy keeps evolving. Shelly predicts more sustainable designs, more cost-efficient technology, and continued growth in e-commerce packaging: “I think we’re going to keep seeing new solutions that are going to help make things more recyclable.”
Key Takeaways
- Postponement as Strategy – Contract packaging within DCs allows for late-stage customization and demand responsiveness.
- Tech-Driven Optimization – DHL’s proprietary tech merges materials management and packaging execution to find cost-saving and efficiency opportunities.
- Sustainability Without Compromise – DHL’s packaging solutions help clients reduce waste and emissions without sacrificing quality or cost.
- Automation Enablement – Thoughtful packaging design can enable and enhance automation across fulfillment operations.
- Client-Centered Innovation – Whether it’s e-commerce packaging or curbside recyclability, DHL adapts solutions to meet each customer’s unique goals.
Episode 578: Smart packaging strategies with Shelly Nirvelli of DHL
