Connected Packaging (CONT’D FROM PAGE 14)
flavor. In addition to providing entertainment, scannable QR codes can transform time-consuming, mundane tasks such as locating manuals and ordering spare parts, help- ing to deliver a more convenient consumer experience and enhancing brand loyalty. The addition of variable data elements, such as a batch or serial numbers, enables the content served to change over time: the first scan could open a landing page to provide model-specific assembly, installation, or user videos, while subsequent scans could provide content to assist with warranty registration, for ex- ample. Considering potential returns like this, it is not surpris- ing that connected packaging is high on brands’ priority lists, with 80 percent of respondents of Domino and Ap- petite Creative’s Connected Packaging Survey 2024 citing that connected packaging will be increasingly important to the packaging industry in the next 12 months and 88 per- cent planning a connected packaging campaign this year. Today, forward-thinking brands are using QR codes to create immersive, interactive experiences to enhance interactions with consumers, as well as adopting GS1 technologies to future-proof their business. Providing in- formation for multiple stakeholders via one compact code allows brands to focus label and packaging designs on maximizing consumer appeal and driving scans. For more information, visit domino-printing.com . Craig Stobie is the Global Sector Development Director at Domino Printing Sciences.
identifiers are processed to provide access to a specif- ic data source. This means that a mobile phone camera scan might open a landing page presenting information regarding recycling and sustainability to consumers, while brands and retailers using an EPOS scanner might gain access to supply chain tracking and expiry dates to inform dynamic pricing strategies. Packaging is the key touchpoint between consumer and brand – where consumers expect to find everything they need to know about a product, from allergens and nutrition to usage and recycling instructions – but also the best opportunity for brands to make a lasting connection with the consumer. With customer retention considered easier than gain- ing new customers, packaging QR codes allow brands to drive app downloads and sign-ups to loyalty programs and online communities. Members are rewarded with access to exclusive content, discounts, freebies, and events. In return, brands gain a loyal audience for cross-promotion and compliant personal data for use in targeted marketing campaigns. Competitions and games are popular, and joining games commonly promoted by QR codes on soft drink la- bels or snack packaging is easy. For example, Coca-Cola’s recurring What the Fanta? Campaign uses QR codes on bottles and cans to give consumers clues about a mystery
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June 24, 2024
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