2 October 2023
Connected packaging might not have even been possible ten years ago, but now it’s becoming an increasingly popular option for companies in every sector. Understanding how it has come about and why it’s so important is integral to knowing how your brand can leverage it to bring your customers a premium experience.
Connected packaging has been proven to increase footfall, traffic and sales for a brand if they use it in a campaign. Just look at what happened when Fanta used it for their takeover campaign – increased sales, revenue and visibility for the brand. When Emmi used it for their Vitamin D drink campaign, they had a 94% quiz completion rate, with a 2 minute 13 second engagement rate. Pepsi’s campaign saw a 50% first party data growth rate.
Developing countries have stronger market interests in connected packaging because the regulations are less tight and customers rely on brands for their information. There are also more extreme jumps in uses of technology which mean that customers usually understand how to utilize and access the properties in connected packaging better than in fiscally developed companies.
There are so many different options when it comes to exploring connected packaging. Even in the code that you use to let the user connect to the experience you have created. For example, if you’re using a QR code you can use a unique code, a serialized code or a secure code. And you can use the code to deliver any experience that your brand wants. There literally are no limits except when it comes to what the technology can manage. Below are some examples of how you can use a connected packaging experience:
There is a lot more information that you can put in a connected packaging experience than on six sides of a box.
If you want your customers to engage with your brand as well as your product, there’s really no better way to do it than with a connected packaging experience. Some good examples of successful brand engagement are the 21 Stories talking bottles campaign and the Jack Daniels brand experience.
Lots of consumers want to be more sustainable but they often either don’t know how or they buy from brands who don’t take responsibility for the end of life cycle of their products. Connected packaging experiences are a great way to show your consumer how to responsibly recycle or get rid of a product.
If you would like to get more information on who is buying your products and what they do with your product after the point of sale then connected packaging experiences are a great way to do this in a way that doesn’t make the customer feel like their privacy is being invaded.
As helpful as product information on the packaging and leaflets inside packaging are – they are often in tiny writing that no one reads. And customers want to know more than you can or want to put on the packaging. So, instead of smacking all your information on the packaging, the best thing to do is to create a connected packaging experience where your customers can find out anything they want to know about the product. From sourcing, to how to use, to ingredients and manufacturing.
If you are interested in adding connected packaging experiences to your product, get in touch with the BPAK team today to find out about our packaging solutions.