BXP - Vol 3 No 7 October 2019 - 21

21

"All the consumer engagement

without a large investment in

campaigns [using the newer active

updated packaging or content

and intelligent technologies]-

creation."

augmented reality, for example-
show a hugely positive outcome

SUPPLy ChAIN DATA

for the brands, and with more and

Lee says with some CPG prod-

more smartphone users globally,

ucts, especially food products,

this can only be seen as a major

intelligent packaging that is

opportunity," he says. "We look to

utilizing supply chain data is

ensure A&IP developers and prac-

becoming more in vogue. "It's

titioners are able to work together
to build up a complete solution so
brands can see a strong ROI from
these solutions."
James Lee, director of innovation solutions group for Jones
Packaging, says while some brands
are aware of smart packaging
options, many are having difficulty
understanding what they can really
do with it. "It's been a challenge
in terms of adoption, but when
you look at intelligent packaging,
what it's really doing is allowing a

"All the consumer engagement
campaigns [using the newer active
and intelligent technologies]-
augmented reality for example-show
a hugely positive outcome for the
brands, and with more and more
smartphone users globally, this can
only be seen as a major opportunity."

-Eef de Ferrante, managing
director of AIPIA

package to be part of data collec-

starting to change from just
being a gimmicky thing, because
the Gen Z and millennial generations are concerned with traceability and the supply chain, and
intelligent packaging can ease
any concerns," he explains.
For instance, Dutch retailer
Albert heijn printed a QR code
on its private label orange
juice carton and the packaging
allowed consumers to scan and
see the entire traceability of the
orange juice, including when it
arrived at the store, where it was

tion and also expanding the information being provided to a

processed, and even where the orange grove was where the

consumer purchasing a product," he says. That's led to a rise

fruit was harvested.

in connected technologies so that a smartphone can be used
to interact with the package, as well as utilizing things like

Many major brands are using QR codes to offer recipes,

expanded content labels.

coupons or similar supply chain information. "These brands
are starting to realize the power for increasing their sales by

David Rogers, marketing manager for Blue Bite, a software

doing this," Lee says. "They can start seeing consumer trends

platform that leverages technology on packaging, says intelli-

and have the data work in their favor."

gent packaging today ranges from a food container detecting
spoilage to a cereal box activating a Nintendo Switch game

MOBILe ACTIvATeD PACkAGING

to an expensive wine bottle that can reassure consumers its

Most consumers are connected to their smartphones nearly

contents are not counterfeit.

24/7. Given that smartphones are close to becoming a shopper's "6th sense," marketers are moving to integrate intelligent

"Brands utilize intelligent packaging to provide informa-

packaging to deliver a differentiated consumer experience.

tion to consumers, and in the process, create lasting, direct
connections that improve user experience, brand perception

"From helping shoppers find products, to sharing more

and lifetime value," he says. "Using intelligent packaging as a

information in real time, to helping them make buying choices

sales and communication channel allows brands to leverage

to helping them recycle after use, intelligent packaging is

that increased consumer connection and lifetime value, often

opening up a completely new front in the value that can now

BXPMagAzine.com


http://www.bxpmagazine.com/

BXP - Vol 3 No 7 October 2019

Table of Contents for the Digital Edition of BXP - Vol 3 No 7 October 2019

BXP - Vol 3 No 7 October 2019
Contents
Editor's letter
Chief Experience Officer Series: Chris Cornyn
Debate: How Brand And Marketing Experts Can Better Reach Generation Z
Active & Intelligent Packaging Technology Trends
The toolbox
Index of advertisers
The list
BXP - Vol 3 No 7 October 2019 - Intro
BXP - Vol 3 No 7 October 2019 - BB1
BXP - Vol 3 No 7 October 2019 - BB2
BXP - Vol 3 No 7 October 2019 - BXP - Vol 3 No 7 October 2019
BXP - Vol 3 No 7 October 2019 - Cover2
BXP - Vol 3 No 7 October 2019 - 1
BXP - Vol 3 No 7 October 2019 - Contents
BXP - Vol 3 No 7 October 2019 - 3
BXP - Vol 3 No 7 October 2019 - 4
BXP - Vol 3 No 7 October 2019 - 5
BXP - Vol 3 No 7 October 2019 - Editor's letter
BXP - Vol 3 No 7 October 2019 - 7
BXP - Vol 3 No 7 October 2019 - 8
BXP - Vol 3 No 7 October 2019 - 9
BXP - Vol 3 No 7 October 2019 - 10
BXP - Vol 3 No 7 October 2019 - 11
BXP - Vol 3 No 7 October 2019 - Chief Experience Officer Series: Chris Cornyn
BXP - Vol 3 No 7 October 2019 - 13
BXP - Vol 3 No 7 October 2019 - 14
BXP - Vol 3 No 7 October 2019 - 15
BXP - Vol 3 No 7 October 2019 - 16
BXP - Vol 3 No 7 October 2019 - Debate: How Brand And Marketing Experts Can Better Reach Generation Z
BXP - Vol 3 No 7 October 2019 - 18
BXP - Vol 3 No 7 October 2019 - 19
BXP - Vol 3 No 7 October 2019 - Active & Intelligent Packaging Technology Trends
BXP - Vol 3 No 7 October 2019 - 21
BXP - Vol 3 No 7 October 2019 - 22
BXP - Vol 3 No 7 October 2019 - Index of advertisers
BXP - Vol 3 No 7 October 2019 - The list
BXP - Vol 3 No 7 October 2019 - Cover3
BXP - Vol 3 No 7 October 2019 - Cover4
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