Transforming traditional packaging into a digital platform
Originally purely functional, packaging has evolved to serve a variety of additional functions, including branding.
Smart packaging pushes that evolution forward in a big way.
Smart packaging is packaging that incorporates technology to move far beyond the original functional uses of packaging, which were to contain, protect and preserve products.
“Smart packaging allows [us] to track and trace a product throughout its lifecycle and to analyze and control the environment inside or outside the package to inform its manufacturer, retailer or consumer on the product’s condition at any given time,” according to a recent report on Smart Packaging.
The packaging itself improves the product. For example, food packaging made of materials that reduce the amount of moisture that reaches the food.
Packaging capable of intelligent functions, sensing that the product or the packaging itself has changed in some way.
Connected packaging is a subset of intelligent packaging that integrates connecting technologies like NFC tags and QR codes directly into packaging. Users interact directly with these technologies, using phones to launch dynamic, digital experiences that serve as a digital extension of the physical packaging — no app required.
Convey product information for prospective buyers in the store
Verify a product is not counterfeit through authentication services
Confirm the product has not been opened or otherwise tampered with
Provide exclusive content with purchase
Offer incentives for product registration
Provide assembly and care instructions
Recommend new and related products
Brands that aren’t leveraging smart packaging are missing out on consumer relationships and leaving extra money on the table.
Provide an interactive experience on traditional packaging
Create a long-term relationship with consumers
Offer purchase and registration incentives
Contract Packers, or Copackers, can use smart packaging as one of the value-adds that turns them into innovative leaders.
Get ahead of the competition and drive innovation
Attract new clients with new use-cases
Upsell smart packaging to existing clients
