Connected Packaging: What is it and what can it do?
Connected packaging is a new way to create a deeper, more meaningful relationship between your brand and the consumer. But what is it? And how does it work?
Connected Packaging is any packaging that allows a brand to connect product packaging to the internet and use it as a gateway to provide more information about products and services. It's a new way to engage with customers and get them excited about the brand in a way that hasn't been possible before.
What is connected packaging?
Connected Packaging is packaging that integrates data transmission, information, and communication technologies through smart labeling, QR codes and other emerging technologies. Connected packaging solutions make it easier for brands to understand customer habits, analyze customer behavior and improve customer experiences. They also allow brands to strengthen brand loyalty via enhanced product engagement.
Some brands use QR codes on their products' labels so that when customers scan them with their smartphones or tablets, they'll be taken directly to a webpage where they can learn more about the product or sign up for coupons or other offers related to it. Others have created apps that allow customers to get recipes for their products or tips for creating new dishes using those same ingredients.
Connected labels are printed in line with conventional labels on traditional equipment and can be applied to most products. Their small size, flexibility, and durability make them ideal for use on many types of packages.
Advantages of connected packaging
Connected packaging is a type of packaging that uses technology to connect with the consumer and it offers different opportunities to elevate marketing and sales:
Gather information: Connected packaging allows for brand’s to collect information about their customers. This information can be used to improve service and support, build brand loyalty, or conduct product research.
Create Engagement: Connected Packaging allows brand’s more opportunities to engage with consumers to keep the brand more top-of-mind.
Increase brand loyalty: Connected packaging can help build customer loyalty by giving them access to exclusive content, product discounts, and other special offers.
Develop personalized messaging: Using connected packaging allows brands the opportunity to create more personalized messaging for their customers. This can be done by using data from previous sales or surveys to determine the types of products that each individual customer wants to hear about.
When you shouldn't use connected packages
Connected packaging is a great way to connect with consumers. But without the right tools in place to support connected packaging, it could be a waste of time and money.
Also, connected packaging is not a replacement for traditional marketing programs, but rather a valuable addition that should be used in conjunction with other tactics.
Get help from CPG marketing experts
Connected packaging can be a valuable strategy for some CPG brands, but it requires tight coordination of multiple technical components, which must be managed.
Thomas|Ferrous has helped brands consider what type of packaging strategy would be best for their requirements, goals and level of investment.
Contact us if you'd like to know more. We’ll assess your situation and offer our thoughts.
