Connected Packaging to increase consumer-brand engagement
Packaging can do more than help protect, transport and label a product. Through the use of modern technologies, it contributes to customer loyalty and increased sales. Find out what the connected packaging trend is all about in this blog post!
What is Connected Packaging?
Connected packaging is a form of smart packaging that connects physical objects with digital services. The link is made through QR codes or NFC tags that can be scanned or activated with conventional smartphones and other mobile devices. This way, the interaction with the packaging opens up a direct communication channel to the consumer.
2D codes on packagings
QR codes and Data Matrix codes are electronically readable, two-dimensional codes consisting of black and white squares. A smartphone or tablet camera can be used to decode it and access a website or app in a fast and easy way.
NFC tags on packagings
Near Field Communication (NFC) uses radio frequency technology (see RFID) to enable wireless communication at close range. If a mobile device is held close to an NFC chip, data can be transmitted automatically. It is used for contactless payments among other things.
Opportunities and applications
Packaging is an important touchpoint between brand and consumer. An appealing and practical design encourages people to buy. But space on the packaging is usually very limited. Connected Packaging starts where someone already holds the product in their hands. The goal is to extend and intensify the brand experience.
Connected Packaging adds value through engaging content and interactive features such as:
- Personalized information
- Storytelling and inspiration
- Loyalty programs
- Unlocking exclusive content or rewards
- Cross-selling campaigns
- Gamification
- Augmented Reality
A simple scan with a smartphone camera or a designated app takes the customer to a targeted digital platform. A particular advantage of this method is that the virtual content can be easily updated without having to change the physical packaging. In addition, brands gain closer insight into who uses your products, when and how.
How to make your packaging interactive
NFC technology requires special tags with a data chip. You can buy these from appropriate suppliers and have them encoded. The tags must be integrated into your product or packaging. This can be done via labels, which are then applied automatically using a labeling system.
2D codes are easier and cheaper to integrate into your packaging. In addition, they do not hinder recycling. With the help of freely accessible generators, the codes can be created in-house and simply be added to the packaging design as image files. There is more than one way to make the QR codes accessible on the packaging:
With self-adhesive labels
Automatic labelers apply pre-printed labels to the packaging. If you need to add variable data during the labeling process, go for a print-apply system. If you only plan to apply the labels manually, a label printer is sufficient. The advantage of professional labels is that they offer optimum readability, which is crucial for scannable codes.
Via inkjet printing
Industrial inkjet printers use ink to mark your packaging directly and contactless. They can be mounted on the packaging line, where they apply variable print data at the moving conveyor belt. They are highly efficient and very popular for printing production data as well as barcodes.
Your partner in labeling and coding
Weber Marking Systems is a market-leading provider of industrial labeling and coding solutions. Our portfolio includes cutting-edge marking systems as well as consumables and software. At our own label printing plant in Germany, we produce high-quality color labels entirely according to your wishes. Contact us for free consultation!