Packaging as a trigger for augmented reality

Packaging has long since ceased to serve merely to protect products. In the meantime, packaging has developed into one of the most important instruments of customer loyalty. It was recognised decades ago that packaging design plays a role in the sales success of products. Ever new ideas and technologies give packaging an additional benefit and thus raise it to a new level.

Smart Packaging uses technology to monitor transport. Indicators are used to measure shocks, humidity, twists or temperature fluctuations. This sensitises people to the handling of the goods and indicates possible damage to the product.

Through augmented reality, the packaging grows beyond itself! On the one hand, the technology supports Order picking in the age of Industry 4.0 modern, ergonomic and productive work in the warehouse. In addition, it strengthens customer loyalty. Namely, precisely when the customer holds additional information about the product with the help of a trigger such as a code on the packaging.
Adidas recognised this early on and successfully launched an Energy Boost campaign not only through excellent product presentation, but also through augmented reality and an app:

Individual packaging through brand imprinting has long become indispensable.

Augmented reality connects the digital world with the real world and offers product providers limitless opportunities to interact with customers and create long-term customer loyalty.

Augmented Reality accessible to all

100 million consumers will be shopping Gartner by 2020 will shop online and in shops with the help of augmented reality. The potential of augmented reality and virtual reality is extremely high, especially in terms of individual customer experiences.
Nowadays, there is hardly anyone who does not use a smartphone and that is a great advantage! Because this means that every consumer is able to access content integrated through augmented reality. Through mobile availability, the customer can be accompanied throughout the entire customer journey with augmented reality.

Virtual content for real attention

Attention can be generated specifically through campaigns or through viral content created with the help of augmented reality – for example with selfies. Self-staging has been popular for years: special places, celebrities or unusual motifs, the more striking the better! A photo with your favourite athlete? No problem thanks to augmented reality. Manchester City uses augmented reality to enhance the fan experience, animates the player cards and enables selfies with the favourite player. The fans took up the offer enthusiastically: 1,800 fans scanned the player postcards over 5,000 times, which equates to one interaction every 90 seconds. A total of 2,500 virtual selfies were taken, which were happily shared on social networks.

The demand is already there – and now?

The attention has been aroused, the customer is interested. In the catalogue, products can already be brought digitally into your own four walls. The IKEA Place app can be used to test how the selected piece of furniture fits in with the overall furnishings.

But not only in the catalogue, also at the point of sale products can shine through clear advantage communication on the packaging and make a lasting impression on the user.

Product added value after purchase

The customer has bought! And satisfied customers are easier to activate than new customers. Therefore, it is advisable to provide assistance even after the purchase. Augmented Reality can also be used here: Content explaining the product and video tutorials are used. Schwarzkopf, for example, uses video tutorials in cooperation with the successful YouTuber Dagi Bee for new products from the got2b range. The content includes instructions and hairstyle ideas for the respective products.

Heinz Ketchup contains a cookbook with recipes and Bombay Sapphire also focuses on cocktail recipes, but with video instructions.

Ideally, the user should be able to contribute. By updating the content and building a community, the buyer is bound in the long term.

Augmented reality turns packaging into an experience

Augmented reality can be used throughout the entire customer journey with different focuses. Packaging is the ideal trigger for this. The technology triggers and awakens the play instinct. What is always important is the additional benefit for the consumer: be it a selfie, entertainment or actual assistance in using the product.

Since young and old alike now use smartphones every day, the technical foundations have been laid for the mainstream. Nevertheless, the contents of augmented reality should be as easy and self-explanatory to access as possible; the user should not be confronted with additional technical challenges.

The use of augmented reality is only about the additional benefit for the consumer. When using the digital offer, he should not have to overcome any technical challenges, but should be able to access the content in a simple and self-explanatory way.