A8 bottleneck tag and view an AR visual around the bottle; view cations gain broader and earlier traction than others. Figure exclusive video content; and review gin-based drink recipes. 2 maps the perceived strategic importance of nine smart packaging applications against the intention to invest in each Until now, we've seen the vast majority of smart packaging in the coming years. This figure reveals several applications solutions being used on higher-value products; however, as (the "Vanguard") as the most important and receiving the the cost of technology drops, we are seeing an increasing highest investment, addressing track-and-trace and product number of packaging solutions deployed in lower-ticket items. integrity concerns. Smart packaging is arriving in waves -user experience is an untapped opportunity Our analysis of the smart packaging space suggests that Although user experience applications are not the highest ranked in terms of planned investment, well over half of industries surveyed indicated user experience applications to be very important (Figure 3). different applications are arriving in waves, as certain appli- }FIGURE 3 User experience applications are most important for retail and manufacturing industries Top three most important application areas for each industry by number of responses (% Very Important/Highly Important) Computers/ Consumer Electronics Consumer Goods/ Food and Beverage Manufacturing/ Industrial Products/ Healthcare/ Packaging or Pharmaceuticals Printing Technology/ Analytics/ Information Solutions Other: Transportation, Logistics, Financial Services Retail/ Distribution Overall Traceability 57% 66% 75% 68% 77% 69% 38% 66% Agility 48% 46% 53% 53% 51% 56% 26% 48% Sustainability 52% 44% 42% 42% 55% 56% 26% 45% Authenticity 76% 61% 48% 70% 51% 61% 29% 54% Security 81% 66% 63% 75% 58% 70% 42% 62% Quality & Safety 76% 73% 58% 73% 74% 73% 41% 66% Satisfaction & Interaction 67% 44% 57% 60% 62% 59% 32% 54% Usage 62% 46% 50% 63% 63% 60% 23% 52% Access 52% 46% 58% 62% 60% 54% 32% 53% Source: Deloitte analysis. MAY/JUNE 2019 | BRAND EXPERIENCE