Connected packaging: a new key to your customer experience? | RAJA

You’re probably always looking for ways to help your brand shine, and your communication plan includescustomised packaging and promotional offers in the hope of building customer loyalty and providing a differentiating experience every day.

But have you heard about the benefits of connected packaging for your customer experience?

In this article, find out what this promising technology, applicable to all types of packaging, can do for your brand and its communication.

What is connected packaging?

Connected packaging, also known as “smart packaging“, is packaging that is connected to the Internet via a medium (phone or tablet).

A technology that enables this packaging to be connected is either integrated directly into the packaging (by printing) or printed on a label affixed to the packaging.

This can be..

• A QR code(Quick Response Code), i.e. a printed code
• An NFC chip ( Near Field Communication chip), which is an ultra-thin chip embedded in the packaging or label
• Image recognition technology

Thus, when the user scans the packaging, he is directed directly to a dedicated digital content.

Note that this technology can be applied to both primary and secondary packaging, dedicated to transport.

What are the uses of connected packaging?

Packing goods with smart packaging means above all enhancing the experience of the final recipient with regard to this packaging.

Thus, connected packaging can deliver a message to the recipient, such as

• Communication about the product contained in the packaging: for example, you can indicate on a connected food package the composition of the product, or its use-by date.
• A brand or promotional message: it is possible to direct the customer to a dedicated landing page, a video, a personalised content according to an ongoing promotional campaign, or a promotional code.
• A request for feedback or customer reviews: some brands choose to direct the customer to their social networks to create engagement, others to an online review site or questionnaire to gather social proof.
• Information on the end of life of the packaging: is it recyclable? compostable? reusable? if so, under what conditions? These are all elements related to the eco-responsibility of the packaging that it may be interesting to inform the recipient of.

This being the case, connected packaging can also optimise the traceability of orders by tracking the state and location of the parcel at all times. This is
what the company LivingPackets offers with its connected and reusable packaging, for example. Thanks to the dedicated application and to sensors integrated into the packaging, brands and customers can track the location and state of the parcel at any time
.

How will smart packaging revolutionise the world of logistics?

The innovative packaging method of smart packaging has the potential to revolutionise the world of logistics, whether it is combined with simple corrugated packaging or food packaging, it has many benefits.

Enhanced customer experience

With connected packaging, you can create a uniqueunboxing experience for your customers and communicate via a digital experience, which increases the attractiveness of your brand.

For example, we can imagine e-retailers or shopkeepers offering connected gift packaging.

In this sense, smart packaging becomes a strong lever for customer loyalty.

A smoother shopping experience

In its application to primary packaging, connected packaging also makes the buying experience more fluid. From the shop itself, consumers can pay for the product directly via their smartphone after scanning it.

This will encourage consumers to buy, by improving their consumption experience through digital technology.

An environmentally friendly packaging solution

Smart packaging is also a truly eco-friendly packaging solution for two reasons:

• It reduces the use of paper, as messages are transmitted directly via the label, rather than via a printed sheet slipped inside the packaging.
• It reduces the amount of packaging space: thanks to digital, you need less space on the packaging to put your brand messages or regulatory information on your product, resulting in packaging that uses less raw material.

What’s more, less packaging material used means less budget allocated to this logistics expense.

Better targeting

With connected packaging, you can personalise the message you deliver to your customers according to their profile.

For example, you can create different landing pages for your different types of marketing targets and then, depending on the customer’s profile, apply the right QR code or NFC chip.

An ideal solution for food products

The food industry has shown little interest in connected packaging, and for good reason: it has specific applications for ensuring food safety.

Indeed, by scanning the packaging, retailers can check the quality of the product, and consumers can find out where it comes from. All this information can be verified in the Blockchain, which checks the authenticity of the information provided with each scan.

So, are you ready to bring your shipments into the 3.0 era?