Introduction to Connected Packaging
As we plunge deeper into the digital era, businesses are exploring innovative ways to connect with consumers. A major breakthrough is Connected Packaging, a concept that employs QR codes, NFC, and RFID technology, creating a symbiosis between a physical product and the digital sphere.
To learn more about this, please see the article “What is Connected Packaging? Exploring the Basics”.
Differentiating Connected, Active, Intelligent, and Smart Packaging
Understanding the terminology in this field can be complex. While Active Packaging is about enhancing product shelf life and Intelligent Packaging involves tracking product conditions, Connected Packaging primarily focuses on customer engagement. Smart Packaging, on the other hand, is an umbrella term encompassing all these functionalities.
To go more in depth of each, please see Connected Packaging vs Smart Packaging vs Intelligent Packaging.
The Connected Packaging Experience
Connected Packaging transcends the conventional purpose of packaging. When consumers scan a QR code or similar technology on a product, they are led to a digital realm that can offer a diverse range of experiences. This might include unique product offers, educational content about the product, interactive experiences, or even a step into augmented reality.
Connected Packaging and Sustainability
In an age where sustainability is of paramount importance, Connected Packaging enables businesses to convey their environmental commitments. When consumers scan the packaging, they can access information about the product’s eco-friendly attributes, the company’s sustainability efforts, or guidelines on recycling the packaging responsibly.
Deriving Customer Insights from Connected Packaging
Connected Packaging is not just a tool for consumer engagement; it’s a gold mine of data. It offers a real-time window into product usage and customer preferences, providing businesses with actionable insights to personalise marketing strategies and refine their product offerings.
Trends in Connected Packaging
With the ubiquity of smartphones, the adoption of Connected Packaging is on the rise. As consumers increasingly demand immersive product experiences, Connected Packaging offers a touchpoint for brands to extend customer interaction beyond the point of sale, promoting loyalty and repeat business.
AI’s Impact on Connected Packaging
Artificial Intelligence (AI) is also revolutionising Connected Packaging. It can offer personalised recommendations when a consumer scans a package, using data from previous purchases or interactions. This could include tailored product suggestions, exclusive discounts, or even product usage advice.
Ensuring Product Authenticity with Connected Packaging
Counterfeiting is a significant challenge for various industries. Connected Packaging can play a crucial role in combating this issue. With unique, scannable codes on each package, consumers can verify the authenticity of their purchases. This safeguards the customer and upholds the integrity of the brand.
Example of a Connected Packaging Campaign – Merck’s Innovative Approach to Connected Experiences
Merck MilliporeSigma, in collaboration with Appetite Creative, initiated a connected experience campaign to gather targeted emails from researchers. They developed an engaging game within their app. Scientists were asked to input their email and select an avatar representing their research field. The game involved shooting a pipette tip into a moving bin, with points tallied on a leaderboard for a chance to win prizes.
The campaign was a success, attracting 706 internal scientist users, and yielding an impressive 85% completion rate among the 468 participants who played the game. Most importantly, the initiative led to 364 email registrations, a testament to the power of Connected Packaging in establishing meaningful customer interactions.
Conclusion
Connected Packaging is transforming the way businesses connect with their consumers. In the Merck MilliporeSigma case study a connected experience campaign effectively gathered targeted emails from researchers. By transforming packaging into an engaging game, Merck was able to interact with over 700 internal scientist users and successfully register 364 emails.
It’s a potent tool for enhancing customer experiences, promoting sustainability, offering personalised marketing, keeping pace with market trends, and ensuring product authenticity. As we venture further into the digital age, the potential of Connected Packaging will only continue to expand.