The power of connected packaging
In part one of our Connect to More series, we explore the real-world possibilities of connected packaging – now and in the future
We live in a world where technology is being integrated into virtually everything – even everyday packaging is becoming more digital and connected. With consumers able to access information about businesses and products quicker and more easily than ever before, it’s easy to see why.
Armed with more knowledge, consumers are becoming more confident in their demands. They want unique, individualised products that offer engaging content, interactive experiences, and complete authenticity.
That’s where connected packaging comes in. Here, producers can create products that make consumers feel connected to a brand. At the same time, producers can improve their supply chains, ensure greater quality control during the production process, and boost product visibility in the market.
Good things come in three
There are currently three types of connected packaging on the market: active, interactive and intelligent.
The active category is designed to help producers build a relationship with consumers by helping them interact with the products they buy. This could mean providing more information on the product itself, or giving people access to promotions and loyalty programmes.
The next category – interactive packaging – focuses on more technologically advanced offerings. For example, take counterfeit foods and beverages. By adding a tamper-proof QR code to packaging, producers can ensure only the right products enter the market – and build the type of consumer loyalty money can’t buy. The last category – intelligent packaging – is perhaps the most exclusive. Making use of NFC or RFID technology, this packaging acts as a two-way radio, sending information directly to consumers while collecting data for producers.
It’s clear that connected packaging is more than just a passing trend. Rather, it is the future of the food and beverage industry. With such potential, it should come as no surprise the market is expected to hit $46.25bn by 2025 – rising approximately 4% from 2019.
At SIG, we have pioneered the market with connected packaging solutions for carton packs. Take PAC.ENGAGE, which is helping producers better interact with consumers by giving them access to content such as games, competitions and raffles – simply by scanning a QR code. Or PAC.TRUST, which enables operational transparency and supply chain traceability, among other benefits. Allowing producers to reduce food safety problems and provide consumers a wealth of product information – and justify premium prices in the process.
What next?
With such technology at their fingertips, companies everywhere are integrating connected packaging into their products and processes. Today, we have hair styling products which allow consumers to access “how-to” videos, or DVD covers which let people “enter” an animated reality. What comes next?
In our next blog, and the series ahead, we will take a deeper look into the companies and brands using connected packaging today, as well as how the technology is expected to change further down the line. What does the increased usage of connected packaging mean for businesses? Could we see packaging that talks directly to consumers? Will consumers be able to receive personal messages on individual carton packs?
- giugno 17, 2020