BXP - Vol 3 No 4 May/June 2019 - A27

A27

U.S. consumers are probably the savviest on

Consumers in certain age groups, such as

the planet. American consumers also want to

millennials and Generation Z, and certain

know much more about what they are buying

regions of the world, particularly Asia, but also

than a few years ago.

here in the U.S., do not need to be convinced of
the ubiquity of their smartphone devices. But

U.S. shoppers are much more aware about

other consumer segments, particularly those in

product issues such as safety, counterfeiting

the 50-plus set, find old habits die hard. Best-

and allergens, so the conversation between

before labels are a good example of a favored

the brand and customer can be quite complex.

mean of communication that continues to have

A&IP delivers that information easily and

favor with these shoppers. Time and education

quickly via shoppers' smartphones.
For brands, themselves, the supply chain
management, inventory control and condition
monitoring are probably more complex in the
U.S. than any other country, again because of
the volume or goods, network of outlets and

Blockchain is
perhaps one
of the most
exciting devel-

diversity of product offerings. It's remarkable

opments for

how smoothly operations work already in the

the immediate

U.S. But A&IP can add certainty and probably
help to streamline operations and improve
marketing impact. That all affects the bottom
line positively.

future. This is
partly because
it is so effective

WHERE ARE SOME OF THE ROADBLOCKS
TO DEVELOPING A&IP?
They are the same as they have always been-
scalability, cost effectiveness and consumer
awareness. The first two are really 90% solved
in many respects. There are enough application
successes out there to demonstrate the cost
effectiveness, and this will only get better as
production technologies, particularly for things
such as printed electronics and RFID inlays,
are improving almost weekly. Companies such
as Jones, PragmatIC and Thinfilm, have shown
scalability is possible. The Thinfilm facility in

on a number
of levels: It can
authenticate,
build consumer
trust, offer
security and
accountability,
etc.

are needed to show these resistant shopper
segments how A&IP can add real value to their
experiences. That, in turn, is the key to brands'
and retailers' success with A&IP. The next steps
on the A&IP journey could be critical to the
success of some technologies.
WHERE ARE THE BIG A&IP OPPORTUNITIES
AND DEVELOPMENTS IN THE NEAR
FUTURE?
Blockchain is perhaps one of the most exciting
developments for the immediate future. This is
partly because it is so effective on a number of
levels: It can authenticate, build consumer trust,
offer security and accountability, etc.
But the most interesting aspect as of now,
is how wedded retailers are already to the
blockchain concept. Walmart is already rolling
out blockchain on its fresh produce, and there
are several other examples, both in the U.S. and
beyond, where it is really catching hold.
Of course, we see more activity in areas such
as AR, NFC tagging and QR code applications,
too. Plus the fact that GSI [the global shopper
insights program] is involved with traceability

San Diego is state-of-the-art and producing

through A&IP is an important development. So

tags R2R [roll-to-roll] in millions for pennies.

there is more than one string to this A&IP bow.
It's an exciting time to watch this space! x

BXPMAGAZINE.COM


http://www.bxpmagazine.com/

BXP - Vol 3 No 4 May/June 2019

Table of Contents for the Digital Edition of BXP - Vol 3 No 4 May/June 2019

BXP - Vol 3 No 4 May/june 2019
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: Moira Cullen
Capturing Brand Value From the Smart Pack
The Toolbox
The Last Word
Augmented Reality Delivers Real Results
High-Tech Fashion
Ndex of Advertisers
The List
BXP - Vol 3 No 4 May/June 2019 - Intro
BXP - Vol 3 No 4 May/June 2019 - BB1
BXP - Vol 3 No 4 May/June 2019 - BB2
BXP - Vol 3 No 4 May/June 2019 - BXP - Vol 3 No 4 May/june 2019
BXP - Vol 3 No 4 May/June 2019 - Cover2
BXP - Vol 3 No 4 May/June 2019 - 1
BXP - Vol 3 No 4 May/June 2019 - Contents
BXP - Vol 3 No 4 May/June 2019 - 3
BXP - Vol 3 No 4 May/June 2019 - 4
BXP - Vol 3 No 4 May/June 2019 - 5
BXP - Vol 3 No 4 May/June 2019 - Editor’s Letter
BXP - Vol 3 No 4 May/June 2019 - 7
BXP - Vol 3 No 4 May/June 2019 - The Scene
BXP - Vol 3 No 4 May/June 2019 - 9
BXP - Vol 3 No 4 May/June 2019 - 10
BXP - Vol 3 No 4 May/June 2019 - 11
BXP - Vol 3 No 4 May/June 2019 - Chief Experience Officer Series: Moira Cullen
BXP - Vol 3 No 4 May/June 2019 - 13
BXP - Vol 3 No 4 May/June 2019 - 14
BXP - Vol 3 No 4 May/June 2019 - 15
BXP - Vol 3 No 4 May/June 2019 - 16
BXP - Vol 3 No 4 May/June 2019 - A1
BXP - Vol 3 No 4 May/June 2019 - A2
BXP - Vol 3 No 4 May/June 2019 - A3
BXP - Vol 3 No 4 May/June 2019 - Capturing Brand Value From the Smart Pack
BXP - Vol 3 No 4 May/June 2019 - A5
BXP - Vol 3 No 4 May/June 2019 - A6
BXP - Vol 3 No 4 May/June 2019 - A7
BXP - Vol 3 No 4 May/June 2019 - A8
BXP - Vol 3 No 4 May/June 2019 - A9
BXP - Vol 3 No 4 May/June 2019 - A10
BXP - Vol 3 No 4 May/June 2019 - A11
BXP - Vol 3 No 4 May/June 2019 - A12
BXP - Vol 3 No 4 May/June 2019 - A13
BXP - Vol 3 No 4 May/June 2019 - The Toolbox
BXP - Vol 3 No 4 May/June 2019 - A15
BXP - Vol 3 No 4 May/June 2019 - A16
BXP - Vol 3 No 4 May/June 2019 - A17
BXP - Vol 3 No 4 May/June 2019 - A18
BXP - Vol 3 No 4 May/June 2019 - A19
BXP - Vol 3 No 4 May/June 2019 - A20
BXP - Vol 3 No 4 May/June 2019 - A21
BXP - Vol 3 No 4 May/June 2019 - A22
BXP - Vol 3 No 4 May/June 2019 - A23
BXP - Vol 3 No 4 May/June 2019 - The Last Word
BXP - Vol 3 No 4 May/June 2019 - A25
BXP - Vol 3 No 4 May/June 2019 - A26
BXP - Vol 3 No 4 May/June 2019 - A27
BXP - Vol 3 No 4 May/June 2019 - A28
BXP - Vol 3 No 4 May/June 2019 - A29
BXP - Vol 3 No 4 May/June 2019 - Augmented Reality Delivers Real Results
BXP - Vol 3 No 4 May/June 2019 - 47
BXP - Vol 3 No 4 May/June 2019 - 48
BXP - Vol 3 No 4 May/June 2019 - 49
BXP - Vol 3 No 4 May/June 2019 - 50
BXP - Vol 3 No 4 May/June 2019 - 51
BXP - Vol 3 No 4 May/June 2019 - 52
BXP - Vol 3 No 4 May/June 2019 - 53
BXP - Vol 3 No 4 May/June 2019 - 54
BXP - Vol 3 No 4 May/June 2019 - 55
BXP - Vol 3 No 4 May/June 2019 - High-Tech Fashion
BXP - Vol 3 No 4 May/June 2019 - 57
BXP - Vol 3 No 4 May/June 2019 - 58
BXP - Vol 3 No 4 May/June 2019 - Ndex of Advertisers
BXP - Vol 3 No 4 May/June 2019 - The List
BXP - Vol 3 No 4 May/June 2019 - Cover3
BXP - Vol 3 No 4 May/June 2019 - Cover4
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