There are many key challenges that brands face every day, from facilitating user engagement, to increasing brand loyalty and collecting customer insights. This is where connected packaging, defined as the integration of technology within product packaging design, can help.
The benefits of connected packaging can be significant, delivering a unique and challenging blend of engagement and data, allowing teams to make better product decisions and plan more effective marketing campaigns.
The collection of first-party data and analytics is of course a major advantage for any brand, with connected packaging delivering this valuable information directly from the customer’s fingertips. Simply by scanning QR codes or barcodes on the product packaging, customers are led to a customised digital campaign. This could be a quiz exploring customer product preferences, education campaigns about health or the environment, to a game that offers discounts, vouchers or sampling. Whatever the structure, it allows for GDPR compliant data collection, and…
