Translating connected packaging

Connected Packaging: The Next Big Thing?

The increasingly complex challenges faced by today’s retail industry have been well documented of late – challenges which are often compounded when exporting.

Brands and retailers need to address rapidly changing consumer behaviours and expectations, as well as respond to the pressures of speedy delivery, regulatory demands and fluctuating exchange rates – just to survive in these unpredictable times.

So the search is on to identify and implement the very best of the latest innovative technology solutions – those which can be scaled up to suit international trading conditions and engage directly with consumers wherever they may be.

One of the routes currently being explored is connected packaging. Here at K International’s Retail Division, we can see some exciting potential uses for our clients, should this become accepted practice…

What is Connected Packaging and how does it work?

Part of the inexorable move towards the ‘Internet of Things’, connected packaging is an emerging method of information-sharing, where an interactive element is added to the buying process at point of sale via smart devices in order to enhance the customer experience.

The appeal of this technology for retailers and brands is that it can be applied to virtually every consumer product at all price points and across all categories.

Early adopters in the FMCG sector seem to be relishing the opportunity to be creative and are coming up with entertaining ways to develop that crucial relationship with their target customers and to reinforce key brand messages.

Reimagining the scope of packaging

Packaging is under more environmental and regulatory scrutiny than ever before. Concepts like connected packaging will appeal if they can be seen to add significant value, well beyond the traditional protection and point of sale functions.

The latest research confirms that consumers are more open to an extended role for packaging so forward-thinking brands are trialling different ways to assess and realise its potential.

One prestigious champagne brand has, for example, recently developed an intelligent uncorking system which “heroes” its customer offering whilst amplifying the social experience. A radio frequency identification chip, triggered as the cork is popped, connects to a lighting and sound system and throws the spotlight and diners’ attention onto the table which has opened the bottle in celebration – a great way for targeted consumers to associate the brand with positive experiences and to increase social media activity.

At different price points, other interesting applications are being implemented. Heinz was an early adopter amongst food brands, using smartphone cameras pointed at their bottles of sauce to allow shoppers to access a selection of recipe ideas using the product – a proven way to increase demand.

Space on label? Not an issue!

We’re not quite there yet but it is becoming increasingly possible to imagine this kind of alternative route being commonplace in the future as a way of accessing all the layers of information demanded both by savvier shoppers and stricter regulating bodies across the globe.

Brands and retailers must constantly make compromises on pack with the amount of compliant copy which has to be crammed onto limited pack space – and written in a font size so small that the vast majority of consumers can’t even read it!
How much better to imagine a clean and clear product label where the brand logo can take centre stage without all those required elements vying for space and attention? How much more user-friendly if full product related information could be called up instantly at point of sale, at the click of a ‘smart’ button on shelf maybe or via the customer’s own phone?

Export packaging and the endless possibilities…

Another key area which could be enhanced by this technology is the development of multilingual packaging localised to suit the intended markets.

As part of our solution to support brands and retailers exporting products across the globe, we adapt monolingual labels into multilingual versions whilst balancing the demands of language, compliance and space against those of clarity, readability and impact…so our Desktop Publishing (DTP) Studio team here are using all their experience and skills on a daily basis to create these minor miracles!

We’re now wondering whether the potential of connected packaging and other such innovations to advance export packaging in particular could lead to the following opportunities:

  • More comprehensive and readable
    Relevant and comprehensive data about the product, tailored to suit the local market, using different ways to access the information digitally at point of sale – easy to read and understand.
  • New brand-loyal customers
    For brands with an authentic tone of voice, both their essential and more subtle messages could be fully expressed in multiple languages without the need for the usual compromises.
  • Commitment to local markets
    By engaging in this more direct way, brands could demonstrate that they are committed to meeting specific cultural needs, are moving with latest market trends and responding rapidly to changing consumer habits.
  • Greater confidence at launch
    When approaching new export markets where the brand is not yet established, low cost trials could be more easily run to test out local market reactions to different products, ranges and brand messages before launching on a larger scale.
  • Keeping compliant
    With the moveable feast that national and international regulatory rulings have become (and as they are likely to remain for the foreseeable…), connected packaging could be instrumental in keeping products fully compliant.
  • Avoiding costly recalls and redesigns
    As well as modifications for regulatory purposes, this method could also accommodate recipe changes and other modifications to the copy – without needing a complete artwork redesign and reprint each time anything changes.

Advancing the sector

In summary, innovative technologies like connected packaging can move the sector forwards and help to establish new export markets, build up existing ones and allow retailers and brands to steal a march on the competition.

First, the inevitable technology issues and complex compliance questions will need to be ironed out for these kind of applications. Then, used well, connected packaging could help shatter the notion of distance and build a relationship with customers at home and abroad that is personalised, relevant and on trend.

Clare Daley, Head of Retail

K International

What other applications, benefits or issues can you foresee? Any comments welcomed as I’d love to learn more about your views on the subject…

Image via Campaign : Everyday Connects

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