It is well to be noted that in the food business, where the only constant happens to be how fast trends go on to evolve, packaging has gone on to become more than a way to hold goods. It has evolved to offer brands with novel ways when it comes to delivering consumers an absolute brand experience.
What is connected food packaging?
When technology along with package design combine, the outcome is connected packaging. Such packaging enhances branded food packaging into a more interactive marketing tool, one that food brands will be wise to take benefits of, given how much attention people go on to pay to their smartphones these days.
Packaging arguably happens to be the hardest working element in a food brand’s toolbox, which already acts as a point-of-purchase ad that goes on to compete head-to-head on the retail shelf and at the same time conveys essential product as well as nutritional information. Technologies such as QR codes, near-field communication- NFC tags, as well as augmented reality- AR markers make this merger possible. When scanned or engaged by way of using a smartphone, these elements go ahead and open up a wide range of digital experiences, right from product information as well as interactive stories to brand experiences.
Altering the way brands connect with consumers
Connected packaging happens to be changing the way brands connect along with consumers. It goes on to give brands a direct path so as to engage with consumers, which makes them feel more connected to the brand. By way of adding digital elements when it comes to packaging, brands can tell their stories, go on to portray their values, and at the same time, build a community, meaning every packaged product happens to have the potential to be a point of interaction as well as storytelling.
Post being largely dismissed almost more than a decade ago, the QR code has gone on to reemerge as one of the major ways brands are making use of packaging so as to connect consumers with digital experiences. The QR code happened to be recently elevated to an art form by Coca-Cola. Consumers who go ahead and scan the brand’s illustrative QR codes at theme parks, stadiums, or even movie theaters can go on to witness the brand’s latest Coke Studio campaign video.
Otaca Tequila, reportedly, happened to be the first liquor brand that digitized its packaging with NFC tags and thereby connected it to the Internet of Things. When consumers make use of their smartphones to tap the NFC tag available on a bottle they have bought, the blockchain technology integration with the NFC tag goes on to map a journey and also authenticate the origin of the tequila.
Coming up with immersive brand experiences with AR
AR, especially, has gone on to become a handy tool for brands. It goes ahead and gives consumers another way so as to connect with packaging, thereby making it come to life. AR can, for instance, turn a simple sticker that is pasted on a product into a game that consumers can play, a recipe book, or even a virtual tour of the product’s origins.
These experiences not just get consumers more involved but, at the same time, also give brands a way to make a mark in the crowded, competitive marketplace.
Creating connected packaging campaigns
Connected packaging campaigns happen to be the logical next step for a brand that has already integrated a shopper marketing program. The first step is determining the right technology for your audience and the brand message. The content as well as the design of your packaging have to attract interest and also engage the consumer.
A good instance is the Hidden Valley Ranch X-shaped bottle campaign. A double ranch bottle will go on to appear when consumers point an AR Snapchat lens at any X they run through in the real world, thereby giving them the opportunity to create a limited-edition bottle.
While considering rolling out connected packaging, ensure that you ask a few more questions other than, will this make the brand cool?
- Are consumers going to dig this tech? Comprehending the core demographic and their level of technological comfort is critical. Ensure your consumer happens to be into techy stuff; if they are not, it is viable to keep it simple.
- Can adding technology such as QR codes or AR make the product fun or exciting for the consumer? How can such features elevate the brand experience and also enrich the consumer’s interaction with the brand, thereby offering more than just a physical product?
- What can one learn about consumers? Connected packaging can go on to offer valuable insights about them. Connected packaging can give out new data points on consumer behaviors as well as preferences, which, in turn, can help in formulating future marketing as well as product development strategies.
- What is the cost involved? Confirm that the investment is worthy of the marketing ROI. Adding technology to packaging can alter how much one can spend and how one can make the products.
Once the campaign is kicked off, it is essential to monitor how well the connected packaging efforts happen to be doing. Engagement rates, interaction duration, as well as conversion rates happen to be some metrics that go on to demonstrate how well the strategy happens to be working. One may be able to make use of artificial intelligence so as to help with this. Apparently, a growing number of companies are making use of AI so as to enhance their key performance indicators and, at the same time, create new ones.
The brand interaction future
Going forward, internet marketing as well as branded food packaging will most likely work together more. Connected packaging happens to be a strategic tool that, when used right, can go on to enhance how people perceive as well as interact with their favorite brands. If one is ready to try new things and also make use of this tool, brands will march ahead of the curve. As the food industry goes on to alter, digital advances such as this will enable the brand to stay relevant and successful in a market that happens to be getting more competitive.
