Packaging is changing every day; as competition and demand increases manufactures need to reinvent their packaging to meet new challenges. Packaging has evolved in the last couple of decades, looking at brands including Coca-Cola, Parle and Maggi we are able to see how simple changes in packaging from the earliest designs to the present day can change the outlook of a company’s brand and make it more appealing for consumers.
In today’s digital era, changes in packaging are led by technology. One such concept that is revolutionizing the packaging industry is connected packaging, it combines with technology and product packaging design. But What is Connected Packaging? How will connected packaging change the way marketers interact with their customers? We’ll try to cover everything in this comprehensive guide to the world of Connected Packaging!
Connected Packaging : What Is It?
Connected Packaging uses a range of technology features on your product package design to improve user experience, promote product engagement,enable product authentication, analyze customer behavior and provide valuable insights. It acts as a gateway that connects Brands with their customers.
Connected packaging has a significant impact on all kinds of industries like cosmetics, health & beauty products, construction, automobile, food and beverages, cleaning supplies for the home, toiletries, and more.
Connected Packaging – Future Prospects
In our opinion, smart and connected packaging will continue to evolve and have a promising future ahead of them.
RFID/NFC sensors are expected to become more prevalent in the industry in the future. It will be particularly helpful in the food business since it will enable the packaging to be aware of the present status of the product. Furthermore, it is possible to send data over extremely long distances using these sensors. A farmer might be told, for example, that these items have been damaged by bad weather on their way to the place where they will be sold and can’t be used.
For the most accurate findings, the companies will utilize a combination of AI and augmented reality (AR). With the advent of augmented reality, packaging will take on a new level of interactivity. Brands may use these encounters to demonstrate their goods, beliefs, and commitments. Thanks to augmented reality, customers can get this information in a fun and educational way. An example of this is the ability to “meet” the CEO or an organization employee. Incorporating narrative with augmented reality increases the connection between the consumer and the brand. As a result, AR content for consumers in the future might be more accurate and have more details than ever before.
Useful And Value Providing
Connected Packaging can be used to solve multiple problems. It can be used for Product Verification, customers can scan it to verify originality of the product. Brands and disburse rewards through it. It can provide key product details like ingredients, how to use, features, expiry date, etc. Brands can use it to get feedback and reviews from the customers. It can also be used for mapping all the supply chain.
We expect packaging outcomes to become more individualized and customized in the future. Thanks to data collection, the content and experience in the bundle will be tailored to each consumer. As a result, every customer will benefit from a better connection to their purchases.
Direct Customer Communication
On-pack digital chips/NFC/QR Codes/Random patterns/Tag will link customers with the Brand and will enable packaging to communicate directly with customers. For example, the product will notify customers of its Authenticity, How to use it, expiry date.
Connected packaging will benefit customers by providing them with clear information, which is a critical component of the future of smart and connected packaging. In addition, using it to decrease food waste and promote recycling is a terrific way for companies to learn more about their consumers and the environment.
The Need For Connected Packaging
And thus, we see that smart and connected packages have a fascinating past and a promising future! There is still a lot to gain regarding economic, promotional, and environmental reasons for using packaging. Brand transparency is maintained by providing customers with a unified experience that is both educational and enjoyable at the same time. In the post-Covid age, we will continue to scan QR codes on restaurant tables and store doors out of habit rather than need. Your brand strategy should include intelligent and smart packaging at this time!
Conclusion
Consumer packaged goods companies have inconsistent experiences related to connected packaging. But, marketers can exploit its potential by engaging customers with clear calls to action, accessible technology, and immersive stories. Consumers may access digital material from their devices by adding “triggers” to physical packages, the broad definition of connected packaging. It lets companies improve the product experience and turn passive items into immersive and interactive touch-points.