EnCore Modules:
Connected Packaging: Taking Brand Consumer Interaction To A New Level BY CRAIG STOBIE
With greater consumer choice than ever before, a product’s visual ap- peal is a crucial factor in capturing consumer attention beyond a loyal customer base. Attractive packaging and labels with unique, eye-catch- ing designs enhance shelf appeal, encouraging consumers to take a closer look. Stand-out homeware packaging designs might feature print matching the pattern of the tableware within, while limited-edition packaging and While the inclusion of mail-away coupons and competitions on product packaging is nothing new – US cereal giants Kellogg’s and Gener- al Mills ran their first promotions more than 100 years ago – historically, the communication be- tween brand and consumer has been one-sided. The objective remains the same: delighting con- sumers and fostering brand loyalty, but packaging-based promotions have evolved to be more interactive than ever before. labels – such as bottles with custom shrink wrap celebrating sports events or personalization – add a layer of exclusivity and collectability. Today, novel packaging is often developed to excite consumers, prompting them to share a photo or unboxing video via their social media accounts – offering free brand exposure or, in the case of the Heinz Tat- too Stencil label, a way to express their die-hard devotion to the brand. Equipping packaging with QR codes can help bridge the divide be- tween the physical and the digital world, taking consumer experience to a new level. QR codes enable an instant connection between consumer and brand, providing consumer access to product information and allow- ing brands to capture consumer responses and feedback. In retail, the transition of packaging barcodes to standardized QR codes powered by GS1 – previously known as the GS1 Digital Link – at QR codes powered by GS1 may be small, but they have the power to deliver information to multiple stake- holders via one convenient scan. They provide valuable data and en- hanced product traceability to brands and retailers while delivering helpful or engaging content to consumers. What’s more, the content can be changed over time or personalized, without changing the packaging. the point of sale has begun, increas- ing brand interest and leading brand owners to discover the technology's versatile applications. This is made possible by the standardized structure of the Uniform Resource Identifier (URI) represented by the QR code. In the simplest terms a URI is a website address that includes a sequence of identifi- ers and attributes that serve as gateways to information such as expiry dates, serial numbers, and batch/lot numbers, as well as landing pages for marketing content. Depending on what device or app is used to read the code, certain CONTINUED ON PAGE 16 Craig Stobie
Customer Care Portal
Quality Management
TopGun
ScrapTrakker
Sign & Drive Visual Analytics
Advanced Planning Board
ScoreKeeper
Corrugator Scheduling
Automated Performance Costing
Partner Integrations:
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June 24, 2024
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