Beep to bytes: the rise of connected packaging

Connected experiences accessed by mobile devices can deliver a raft of brilliant direct to customer experiences. From a simple questionnaire or a game, to a fully connected experience, brands can now transform packaging into a media channel or online publisher.

Used to communicate brand messages and educate customers, connected packaging can connect with and build deeper customer relationships, harnessing the rich data behind those messages. We typically see engagement times of around three minutes, not only improving brand loyalty but opening a two-way dialogue with consumers. This enables the brand to establish a stronger brand presence, gather valuable insights, as well as create enhanced user experiences that increase product engagement.

By scanning a product trust is developed. Secure QR codes have been created to track products, their use and offer solutions for anti-counterfeiting. The most common use is what's called a serialised QR code. This is when each and every product or item has a unique QR code, also known as a digital identity, to curb counterfeit products. Patented technology has also been developed in the US that helps identify whether packaging is original or counterfeit.