Everything You Need To Know About Connected Packaging
Many marketers and business owners assume that food packaging is just a shell – a one-time-use item that customers would dispose of after they are done with it.
However, what if we were to tell you that there is a way to make that item benefit your brand in a significant manner? What if it can help your brand boost customer engagement? What if your product and food packaging can fulfil your customers’ needs and wants?
In an increasingly connected world, you can most definitely do so.
The perfect packaging should be an extension of your brand image, reinforcing your brand’s products, name, and visual identity. All this can be achieved through connected packaging.
What is connected packaging?
Connected packaging is the transformation of packaging using digital tools, such as NFC, RFID, and QR codes. When scanned with a mobile device, these digital tools allow the brand to gather feedback, update customers on special promotions and news, share nutritional information, or tell a story.
Whether you are a major international corporate giant or a local small business, you need to turn to connected packaging as an advantageous communication channel with your customers.
According to branding studies, it takes an average of seven seconds to develop a brand impression. That is not a lot of time to grab your customers’ attention. Hence, apart from the packaging design, using connected packaging opens up an additional opportunity for interaction.
Product and food packaging design is vital when it comes to generating brand loyalty and sales impact. There is not much time or space to play around. Hence, elements such as colours, materials, and logos are imperative.
Connected packaging is the in-thing to incorporate to optimise the usability of your packaging. The beauty of connected packaging is that all you need is a code, and your customers’ mobile device does the rest. It is straightforward and efficient.
Difference between intelligent, active, smart, and connected
You might have heard some of these keywords when researching next-generation packaging designs. While they all sound similar, they are distinctly different.
● Intelligent packaging: Such packaging utilises sensors to track the condition of the products in the packaging.
● Active packaging: Such packaging involves adding additives or functional materials that interact with the product actively, extending shelf life while enhancing food quality and safety.
● Smart packaging: It is an umbrella term for any type of packaging that works other than containing or wrapping a product, including any element that engages, maintains, or monitors via the packaging.
● Connected packaging: As we mentioned above, such packaging utilises coded technology to engage their customers when they scan the code with their mobile devices.
How does connected packaging work?
Normally, in the form of a QR code incorporated in the packaging design, it takes the customer to the relevant URL or content when tapped or scanned. Depending on what your brand wants to display, the information or content could relate to information regarding an experience, event, or similar products or could be a link to promotions and special offers.
You would ideally want to take your customers to content that brings value to your brand. So, for example, if you are a F&B business, an ideal match might be a link to a free side menu item on their next purchase. Here are two ways using connected packaging might help your brand now.
1. Attract and engage
Without a doubt, connected packaging attracts and engages customers. However, this type of packaging design would be successful only if brands ensure they offer what their customers want and are looking for. Once you get this portion right, the connected experience will boost brand awareness and customer loyalty.
With connected experiences, brands also have the opportunity to share video content that is generally more appealing to people instead of reading texts. Another way is to gamify their connected experience using elements such as giveaways, recipes, competitions, puzzles, and quizzes.
Social media is also vital if you are looking to market your brand, and generating content that encourages your customers to share means free advertising. You can create a unique unboxing experience. Sharing can also be rewarded with discount codes or coupons.
2. Feedback and revenue
Customer engagement is key in any business. It opens opportunities for your brand to gather feedback for improvements. Connected packaging enables that. Using technology, brands can track their customers’ purchasing habits, observe patterns, and mark out various hits and misses in their sales.
Feedback enables brands to understand if their sales strategy works and what their customers think about the purchases. By getting feedback from their customers, brands can get a clearer picture of what they think as well as emerging tendencies and trends. Such data can be used to improve their brand image to make customers feel more valued and connected.
Of course, a better experience with your packaging means a better experience with your brand, leading to returning purchases and increased profit.
Tips for how to make connected packaging work
Knowing your customers is fundamental to a successful connected packaging design. However, it is more than knowing who they are. Connected packaging comes with its own set of considerations.
Do not, for one, think that connected means general. Research your competitors. Find out what they are offering through their packaging designs, but always remember to bring your customers to experiences, offers, and content that stays true to your company.
If you are using connected packaging to derive feedback and any relevant information, be precise. Know what your brand’s most pressing issues are moving forward. Ensure that the questions you ask help you gather and derive the answers you need to improve. The feedback should be ‘need to know’ and not ‘nice to know.’
Make sure that you combine the use of social media and connected packaging. Linking to your brand’s social platforms will encourage the sharing of your brand, increasing your brand visibility.
Conclusion
The worst result would be your customers going away thinking that your packaging design was not even worth engaging with. So, why not give connected packaging the organisation and creativity it deserves? Why not take it a step further with SKP’s customised packaging services?
Here at SKP, we offer customised printing services, adding your logos and designs to our sustainable food packaging, such as eco-friendly disposable cups. In fact, with our low MOQ printing of 10 cartons, you can expect a quick turnaround time, ensuring that you get your packaging in time.
It is time to bridge the gap between you and your customers. Consider connected packaging. Contact us to find out how we can help you with your customised packaging needs.