According to Pyrotec, one of the many benefits of smart packaging is that it allows brand owners and marketers to add a layer of communication and promotional messaging to their brand packaging.
Where to start?
• Embrace smart packaging technology.
• Educate yourself about the options.
• Understand the value smart packaging can deliver.
What is smart packaging?
Smart packaging enhances packaging functionality through two methods: active packaging and intelligent packaging. Active packaging senses or manipulates the packaging environment – in other words, it offers functionality such as moisture control. Intelligent packaging can sense changes in the packaging environment and communicate the packaged content’s status or features.
To do this, the packaging combines specialist materials, science and technology to offer anti-counterfeit measures, supply chain management control, and marketing and branding messaging, for example.
As the use of smartphones continues to increase so does the popularity of Quick Response (QR) codes. Now commonplace, QR codes can store many thousands of pieces of information for consumers to access using an app on their smartphones to upload information or link to the web and social media sites.
Adding a QR code to a product’s packaging is an ideal way for retailers to extend their reach and interaction with consumers and for brand owners to create emotional connections and grow positive relationships with their customers.
Once consumers engage with a brand, the conversation can then continue through value-added on-pack drivers such as discounts and coupons, or new campaigns based on information previously collected.
By using smart packaging, campaigns can seamlessly integrate with online media to strengthen relationships and consumer loyalty and create a multi-dimensional marketing strategy.