Companies must rethink their packaging design to remain relevant and differentiate themselves from other companies through e-commerce. E-commerce has affected the importance of packaging as a customer attraction and sales tool Serialisation. Online stores are more likely to show their products on websites without packaging.
Thanks to online influencers who unbox videos, YouTube and other platforms have made packaging more prominent. Millions watch these videos, and they can be won over with sensational customer experiences that include product unboxing. It is time for companies to rethink packaging design and look at how digital engagement moments can be used to educate, entertain and inform.
For centuries, packaging has been an integral part of the product experience. Its purpose is to protect and promote the content. Digital innovations allow companies to transform the packaging they use. Intelligent and connected packaging is the most promising concept. Innovative related products can be electro-mechanical with embedded systems, processors, screens, companion apps, and cloud platforms.
Customers get unique digital services that deliver unified experiences and products that exceed their expectations. Companies also have access to crucial data about consumer behavior and product usage, which can be used to generate actionable insights and increase value. While intelligent connected products are rapidly expanding, innovative related packaging has yet to make the same impact.
Innovative connected packaging can make bulk and passive products interactive, sustainable, and experiential. Innovative-related packaging can be used by companies specializing in or producing analog products. This allows passive products, such as jars of coffee or paint cans, to come alive. Because products and packaging are mutually exclusive, neither can exist without the other; digitalizing packaging allows products to be digitized via proxy.
Innovative connected packaging offers digital touchpoints at all product lifecycle stages. This helps brands create exceptional customer experiences and increase their operational value. It also involves a range of powerful technologies that enable new forms of product interaction. The last mile comprises physical sensors, flexible electronics, and cameras. NFC tags, RFID tags, QR codes, and other tags are also included. Software and systems control intelligent packaging systems, analyze data, and manage business operations.
Innovative connected packaging can be seen in warehouses and distribution centers using specialized scanners. QR codes are also examples. These codes are entirely free from electronics and physical apparatus. Companies can change the product design to reap the benefits of intelligent connected packages.
There are many use cases in different industries. Innovative connected packaging can enable consumers to activate digital content and experiences, such as authenticating or registering a product. It can also support operations-focused cases, such as tracking products throughout the supply chain.
Companies increasingly seek intelligent connected packaging to meet customer needs and improve supply chain resilience. They can rethink their entire business using experience, ensure supply chains are repurposed, and create sustainable values through responsible companies.
To stay relevant to consumers, companies are open to making changes. According to our Business of Experience research, 77% of CXOs surveyed in 2021 stated that their company would fundamentally change how it interacts with customers. These companies can certainly benefit from packaging to create a unique consumer experience.