Pyrotec - Jun 4th, 08:51
We’re beginning to see a lot more development in the packaging sector when it comes to intelligent, smart or connected packaging.
Just one of the many benefits of connected packaging is that it allows brand owners and marketers to add a layer of communication and promotional messaging to their brand packaging.
So, what is connected packaging?
Essentially, it’s packaging that’s digitally connected. Not only does smart packaging offer highly desirable opportunities for companies to enhance brand image and recognition, but it also increases the visibility and control of products in the supply chain.
Interactive brand tools
Connected packaging and on-pack digital communication helps brand owners to engage with consumers and add value to the user experience because of a pack’s increased functionality. Triggering an emotional response from consumers is key to increasing sales and brand loyalty.
Once consumers have engaged with a brand, marketers have provided the pathway to continuing that conversation by offering value-added on-pack drivers such as discounts and coupons, or new campaigns based on information previously collected.
Today, consumers are more discerning than ever. They not only want to know the nutritional content of the food they buy, but also where it comes from, how it’s produced, how it got to them, and what the brand does to support sustainability.
While barcodes have been widely used by manufacturers since Wrigley first used them 45 years ago on a 10-piece pack of Wrigley Juicy Fruit gum, traceability systems from a consumer perspective are also evolving as demands for better safeguards and increased brand confidence grow.
The loyalty connection
With consumers constantly plugged into the power of technology at their fingertips, brands have a valuable opportunity at retail to digitally provide the information they demand. Assurance, engagement, interaction, and authenticity are what they want. In return, these consumers offer their loyalty and trust in a brand.
Connected packaging is an ideal way to seamlessly integrate with online media to strengthen relationships and consumer loyalty and create a multi-dimensional marketing strategy.
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In South Africa, there are many regulations relating to the production, marketing and labelling of food to protect consumers.
QR (quick response) codes have been around since 1994. However, it wasn’t until somewhere between 2010 and 2011 that they became commonplace, primarily because smartphone technology added a new layer to the codes, creating a gateway to many different forms of content.
Flexible film is a popular packaging format for food, cosmetics, pharmaceutical, and building products. The launch of Markem-Imaje’s three new thermal transfer overprinters (TTO), with new-to-market functionality, makes it quicker to code these surfaces while improving costs by providing deeper insights into production downtime and minimising mistakes. Markem-Imaje is locally represented in South Africa by Pyrotec PackMark.
Coding and marking includes barcodes, serialisation codes, and expiry or ‘best by’ dates. Their purpose is to keep manufacturers, retailers and consumers informed about a product, its origin, authenticity, and shelf-life.