Hello again! Here I am with another fascinating trend that would
definitely wow your mind. In the current landscape, effective packaging is
a crucial element for any brand seeking to capture the attention of
consumers. So today let’s delve into a packaging trend which has already
been adopted and will soon turn over a new leaf in the packaging industry. According to WGSN which is a trend
forecasting website, one of the biggest trends of the packaging industry
that have emerged in 2023 is the connected/smart packaging which involves
the technology of scanning. Let's take a closer look to uncover the
intricacies of the trend!
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| Connected Packaging - Image source: WGSN |
Reasons for existence of connected/smart packaging
Smart packaging represents the evolving technologies in the packaging
industry, enhancing both consumer and business experiences by simplifying
access to product and company information. This phenomenon stems from the
technology zeitgeist and from improved information tracking and sharing,
enabling consumers to gain insights into the companies and products they
engage in and vice versa it serves as a great tool to understand consumers
interests, behavior, consumer markets, fostering personalized interactions
and creating more accessible brand experience. Connected packaging is
providing brands with a unique opportunity to engage consumers
interactively, creating immersive experiences while gaining valuable
insights into consumer preferences.
This innovative approach transforms packaging into multimedia platforms,
utilizing digital triggers like printed QR codes or embedded NFC tags to
weave compelling brand stories, foster loyalty, and ensure product
authenticity. This evolution has revolutionized the consumer experience by
seamlessly bridging the physical and digital realms. Consumers can now
easily access product information, reviews, and multimedia content by
scanning QR codes or tapping NFC-enabled packaging with their smartphones.
This interactive element not only adds significant value to the overall
product experience but also deepens the connection between brands and
consumers. The trend extends to marketing and branding strategies, where
brands leverage QR codes and NFC for interactive campaigns, loyalty
programs, and direct communication channels with consumers. This
facilitates targeted marketing efforts based on consumer behavior and
preferences.
Connected Packaging - Image source: QRcode.com
Trend Direction
The zeitgeist of smart packaging, driven by QR codes and NFC technology,
signifies a transformative shift in consumer-brand interaction. Initially
emerging in the early 21st century, QR codes and NFC have evolved,
enhancing their functionalities in recent years. Although this phenomenon
is still in its early stages, the potential of smart packaging is vast and
extremely high, offering packages with extended functionalities beyond
traditional roles. This trend is definitely going to skyrocket the
packaging industry in the future years and impact the relationship between
the companies and consumers.
Brands that make use of the connected/smart packaging
Puma
M@rket worked with SharpEnd to create an NFC connected sneaker experience
for the latest summit meeting of PTTOW!, an invite-only community of
innovative CEOs and cultural icons. Attendees of the global summit were
gifted an exclusive Puma x M@rket collab pair of sneakers. An NFC tag
hidden inside a leather hang tag allowed owners to authenticate their
sneakers, as well as unlocking a customized digital experience on their
phone. This generated excitement and engagement on top of the
limited-edition product, and gathered high-value data for the brand. An
NFC tag in the tongue of the left shoe will allow purchasers to access a
mixtape of 14 previously unreleased tracks by Roc Nation artists,
behind-the-scenes studio footage and a documentary about the history of
hip-hop.
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| Puma Connected Packaging - Image source: NFCW |
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| Puma Connected Packaging - Image source: WGSN |
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Puma Connected Packaging - Image source: WGSN
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Boots
Boots introduced a range of digital pain relief devices that use TENS
technology rather than drugs to alleviate pain. Recognizing that this
category was difficult for consumers to navigate based solely on the
information printed on the packaging, the retailer incorporated a
connected QR code to provide support. By including a simple QR code on the
front of the packaging for its digital pain relief devices, consumers’
shopping devices in-store can easily access an online portal that explains
how the tech works, shows user reviews and helps them choose the most
suitable device through an interactive guide based on the pain they are
experiencing. Once consumers have purchased the device, the QR code takes
them to an illustrated, swipeable, step-by-step guide to setting it up,
which Boots had identified as a barrier for older consumers. An
interactive guide aids in selecting the right setting and a pain diary
helps users track their progress. Results have been impressive, with an
81% completion rate of the set-up module, a 3 minutes 26 seconds average
session time per user, and a 17% engagement rate based on units
sold.
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| Boots Connected Packaging - Image source: WGSN |
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| Boots Connected Packaging - Image source: WGSN |
Dr Jart+
Dr Jart+ has ingeniously utilized connected gift packaging to celebrate
its Korean heritage, making it a noteworthy initiative. Specifically
launched in honor of AAPI Heritage Month, the brand introduced connected
Ssam (meaning 'wrapped' in Korean) gift sets that offer users an immersive
and educational content experience. The activation is effortlessly
initiated by scanning a QR code on the gift set, guiding consumers through
a captivating storytelling journey that delves into the brand's origins
and rituals. This interactive experience unfolds the narrative behind
product ingredients with the charming mascots, Penguin and Tiger,
gracefully guiding users through their phone screens. The journey
seamlessly transitions into how-to videos, where users are taught creative
wrap styles using the patterned Ssam. Furthermore, the experience extends
to a click-through, directing users to explore Dr Jart+'s social channels.
This innovative approach not only pays homage to AAPI Heritage Month but
also exemplifies Dr Jart+'s commitment to engaging consumers in an
educational brand experience.
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| Dr Jart+ Connected Packaging - Image source: Dr Jart+ |
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| Dr Jart+ Connected Packaging - Image source: Dr Jart+ |
Rabble Wines
Rabble Wines, a California-based purpose-driven brand, utilizes
technology to create a unique connection with consumers. Scanning a QR
code on special neck hangers or shelf tags triggers an immersive augmented
reality (AR) experience in the wine aisle, bringing the 16 Rabble story to
life and influencing purchase decisions. Following the AR sequence, users
can scan the bottle's label for tailored content, including tasting notes,
pairings, and customer reviews. Rabble Wines invites consumers to join
their community, emphasizing how each purchase contributes to
environmental causes. Using geo-location, the brand donates to local
causes based on where the product is scanned, delivering a personalized
and impactful experience.
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| Rabble Wines Connected Packaging - Image source: WGSN |
.png "Rabble Wines - Artful Labels, Exceptional Wines") |
| Rabble Wines Connected Packaging - Image source: WGSN |
Clinique
Clinique expands its successful connected packaging initiative by
introducing NFC technology in a limited edition of its 'moisture surge'
hydrator. Users can now tap their phone on the pack to access personalized
skincare guides, including a daily dehydration index based on their
location and skin protection tips. This allows Clinique to offer tailored
skincare recommendations at scale. Additionally, the innovative loyalty
strategy rewards users with a discount coupon for their next jar when they
tap the pack weeks later, promoting repeat purchases. The campaign has
seen impressive engagement, with a 12% participation rate and multiple NFC
tag scans recorded within the first two weeks.
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| Clinique Connected Packaging - Image source: Clinique |
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| Clinique Connected Packaging - Image source: Clinique |
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| Clinique Connected Packaging - Image source: Clinique |
Redken - Salons
Redken, a hair product company, has introduced an NFC-powered
"Personalized Prescription" to enhance customer experience. By tapping
their phone against the product bottle, potential buyers can access
detailed information, including the product's suitability for different
hair types and addressing specific concerns. This not only boosts consumer
confidence in Redken products but also ensures that customers receive
personalized recommendations based on their unique needs, enhancing
overall satisfaction. In an era where online presence is crucial, brands
like Redken are adapting by offering valuable online services and payment
options, aiming to convert new buyers into loyal brand advocates. This
approach not only increases customer interaction but also provides
valuable insights and ideas for continual improvement.
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| Redken Connected Packaging - Image source: Redken |
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| Redken Connected Packaging - Image source: Redken |
Conclusion
In conclusion, the connected packaging trend is reshaping the way brands
and consumers interact. Beyond its technological allure, it serves as a
dynamic tool for creating immersive experiences, fostering brand loyalty,
and obtaining valuable consumer insights. The trend's proven success in
engagement metrics and its role in promoting sustainability underscore its
transformative impact on the packaging landscape. As more consumers
express a willingness to invest in connected products, it's evident that
this trend is not just a passing phase but a significant evolution in
packaging strategies, signaling a tech-savvy and consumer-conscious
future.
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