The packaging sector is developing in the area of intelligent, smart and connected packaging. The benefit of this development is that it allows brand owners and marketers to add a layer of communication and promotional messaging to brand packaging.
Connected packaging is packaging that’s digitally connected. Not only does smart packaging offer highly desirable opportunities for companies to enhance brand image and recognition, it also increases the visibility and control of products in the supply chain.
Connected packaging and on-pack digital communication help brand owners engage with consumers and add value to the user experience because of a pack’s increased functionality. Triggering an emotional response from consumers is key to increasing sales and brand loyalty.
Once consumers have engaged with a brand, marketers provide a pathway to continuing that conversation by offering value-added on-pack drivers such as discounts and coupons, or new campaigns based on information previously collected.
Today, consumers are more discerning that ever. While barcodes have been widely used by manufacturers since Wrigley first used them 45 years ago on a 10-piece pack of Wrigley Juicy Fruit gum, traceability systems from a consumer perspective are also evolving as demands for better safeguards and increased brand confidence grow.
With consumers constantly plugged in to the power of technology at their fingertips, brands have a valuable opportunity at retail to digitally provide the information they demand. Assurance, engagement, interaction and authenticity are what they want. In return these consumers offer their loyalty and trust in a brand.
Connected packaging is an ideal way to seamlessly integrate with online media to strengthen relationships and consumer loyalty and create a multi-dimensional marketing strategy.