Connected Packaging 101: Improve Brand Experiences

What is connected packaging?

Connected packaging is packaged that has been activated by technologies such as QR Codes, NFC, and RFID. It aids companies in delivering information to customers and increasing interaction.

Connected packing enables consumers to have more interactions with the package. Connected packaging is used to connect brands and customers to build stronger relationships, whether it’s to promote product and supply chain transparency, tell a story about the brand, or boost consumer engagement.

Connected packaging vs Smart packaging vs Active packaging vs Intelligent packaging

Connected, smart, active, and intelligent packaging may seem similar, but this is far from the case. Each of these phrases has its own meaning and usage. Connected packaging refers to using technology such as QR Codes and NFC to distribute unique content through a scan or touch on a mobile device.

The use of fresh vegetables and livestock products in packaging is referred to as active packaging. Additives are used to maintain and extend the shelf life of fresh fruit and meat goods. Sensors are utilized to monitor the condition of packaged foods using the intelligent packaging. This type of packaging is typically employed during transportation and storage to maintain track of the items.

Packaging that is lightweight, durable, and recyclable is known as “lightweight.” It can refer to either packaged foods or their preparation. Lightweight packaging implies food items that are less expensive to transport over longer distances due to their reduced weight. The term originated in the wine industry when glass bottles were being replaced with lighter materials such as aluminium

Connected packaging use cases 

#1. Tell your brand’s story with the help of connected packaging

With so many businesses competing in today’s market, companies must find a way to set themselves apart from their competitors. Brand storytelling is one of the most important differentiators that will accomplish the task. According to Headstream’s statistics, 79 per cent of customers liked brands that told stories.

Use connected packaging to tell your brand’s story to customers. To connect with an interesting video or web page that tells your narrative effectively and captures attention, embed QR Codes and NFC on product packaging. You’re influencing consumers to engage in their lucrative activity by aligning your company’s narrative with their emotions.

#2. Leverage connected packaging to link to augmented reality experiences

Augmented reality is a fantastic approach to increase consumer engagement through a digital environment. Consumers can engage with digital elements while still being present in the physical world.

AR experiences are 200 per cent more engaging than non-AR ones since they offer double the engagement levels.

Better brand experiences lead to a rise in sales and ROI, which is why more engagement leads to better brand experiences.

32% of consumers like utilizing augmented reality while shopping, and 73% of mobile AR users were happy with the experience.

Brands like Puma and Ikea have utilized augmented reality QR Codes in their marketing efforts. Connected packaging should be used by companies to link customers to AR experiences via smart packs. All they must do is aim their smartphone camera at the QR Code or NFC tag to access the experience.

#3. Employ connected packaging to promote loyalty programs

According to Bond’s loyalty report, 77 per cent of customers feel that loyalty programs make them more likely to continue doing business with a company. With 5.22 billion smartphone users on the planet, companies should strive to convert their loyalty programs into mobile apps so that this significant sector of clients can benefit from them.

Digital loyalty programs also replace traditional plastic loyalty cards that are easy to lose and have a negative influence on the environment. QR Codes and NFC-enabled connected packaging transform the way we think about loyalty programs.

A consumer may sign up for a loyalty program with a single scan or touch. QR Codes are commonly used by well-known companies like Starbucks, Dunkin Donuts, and McDonald’s to activate loyalty programs for consumers. Furthermore, because these digital loyalty systems are simple to set up and use, customers will be more inclined to join them.

According to a survey by The Giving Pledge, 37% of customers are prepared to pay more to upgrade their membership to an improved level.

#4. Collect feedback using connected packaging

According to Barclay’s reports, 85 per cent of small and medium-sized businesses find online consumer feedback beneficial to their operations. Because of the growth of mobile devices, conventional paper surveys have become outdated. According to Clear Seas Research’s blog, approximately 30% of online surveys are done on a mobile device, and this number is continuously increasing.

The future for brands is to digitize their feedback collection procedure so that it may meet the needs of most mobile users. According to Statista’s data, 64 per cent of firms use mobile surveys as a research tool.

As a feedback collection channel, embrace connected packaging. To direct customers to online, mobile-first feedback forms, include QR Codes and NFC on your product packaging. Not to mention that this saves them the trouble of making any effort themselves, which translates to greater levels of contentment.

Furthermore, you may collect primary data by using dynamic QR Codes since it allows you to get first-party information such as how many people have scanned the code, where they are located, and what type of mobile device they used. You can use readily available consumer information to identify bottlenecks in the feedback collection process and improve response rates by identifying

#5. Harness connected packaging to drive social media engagement 

3.6 billion people use social media worldwide, and this number is expected to reach almost 4.41 billion by 2025. Social media is a viable platform for consumer engagement, in addition to being a bridge between the physical and digital realms.

Using connected packaging, you may encourage customers to interact with your brand on social media. QR Codes and NFC on product packaging are excellent tools for this. After a single scan or touch, users can access your social media accounts, read your page, like it, and leave a comment.

Customers claim that user-generated content on social media significantly influences their purchasing decisions. Furthermore, consumers obtain more information about your business through social media. This results in stronger consumer connections and brand loyalty.

If you’re looking for a connected packaging experience for your brand, we highly recommend Appetite Creative.

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