BXP - Vol 3 No 7 October 2019 - 22

22

be delivered through this

complicated products,

marketing touchpoint,"

rebate coupons and ways

says Allen Adamson,

to reorder so one doesn't

co-founder of Metaforce

even have to go back to

and NYU Stern adjunct

the store.

professor. "The challenge
on the intelligent pack-

"Every time someone

aging front is to determine

taps, we have a means

when and how to use this

to identify the consumer,

new technology in a way

and with consent, we can

that will be impactful within a brands' overall marketing mix."

find out who they are, but even without consent, we can see
if they have been re-engaging with the brand on a regular

Recent research by the National Retail Federation revealed

basis," he says. "We also can see when and where the product

that Gen Zers would like more active engagement with

is being used through the IP address or GPS settings. All of

brands, and one way that can be accomplished on packaging

that data is extremely valuable to the brand."

is through the use of Near Field Communication (NFC).
HEAT SENSITIvE MoNIToRING
NFC readers work at a maximum range of about four inches,

Calloway Cook, founder of Illuminate Labs, a dietary supple-

and allow customers to use their smartphones to learn infor-

ments company, has been considering intelligent packaging

mation about a product, and it's becoming something more

solutions as the company grew its product line to include

brands are experimenting with.

more heat-sensitive SKUs.

For example, in September, a new promotion from Kraft

"As the owner of a small business, I looked into intelligent

Foods involved using NFC tags on its Kraft Singles Cheese,

packaging but the available solutions were too expensive for

which provided consumers with cheese-based recipes and the

it to be worthwhile," he says. "As internet-of-things (IoT) hard-

chance to win $50 instantly in-store through a special NFC

ware costs decrease, intelligent packaging will be a realistic

label on the packaging.

option for more retailers."

Unlike QR codes, where something needs to be scanned, a

Thanks to IoT, smart sensors can be used to monitor condi-

person just needs to hold their mobile devices near the product

tions and pass that data along in real time. When combined

to activate a mobile page that collects information such as

with Printed Electronics (PE), which involves printing conduc-

email, state of residence and date of birth to enter the contest.

tive circuits on packaging substrates, these sensors can detect
anything from heat to humidity to light.

"NFC tags are now more widely used than ever and the unit
cost is coming down, making them more accessible for a

Cook feels technology which monitors package temperature

bigger range of products," de Ferrante says.

can be extremely valuable for supplement manufacturers,
because certain products degrade in higher temperatures.

With approximately 1.4 billion smartphone owners having the
ability to utilize NFC, it's expected to be a major component

"For manufacturers of such products, investing in intelligent

of intelligent packaging in the future.

packaging may prevent them from a huge loss in the future by
allowing them to improve and optimize their shipping supply

At Jones Packaging, Lee notes NFC is on the rise, with
brands working with them on adding product tutorials for

OCTOber 2019

|

Brand Experience

chain with data from the packages," Cook says. 



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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