On the second day of the Connected Packaging Summit 2023, the revolutionary potential of Connected Packaging took center stage. A captivating panel discussion with notable industry experts unravelled its capacity not only as a tool for enhanced consumer engagement but also for offering personalised experiences and addressing sustainability concerns.
Güneri Tugcu – Senior Partner Manager, Transparency at Amazon:
In the digital era, and especially with the boom of e-commerce, packaging is the pivotal bridge between brands and their consumers. Connected Packaging magnifies its role by guaranteeing genuine products and enabling tailor-made interactions. Emphasising the need for serialisation and authenticity, especially in key categories like infant formula, he suggested that when brands employ Connected Packaging, they offer unparalleled transparency, traceability, and sustainability. Drawing from success stories like Flipp, Zappar, 19 Crimes wine bottles, and Jack Daniels, Tugcu explained that the trade of data results in richer consumer experiences. However, challenges such as operational intricacies and understanding specific brand needs emerge. Yet, on the brighter side, combating counterfeit products and addressing grey market concerns can lead to substantial cost savings.
Lucas Silva – Digital Transformation Sales Solutions Specialist at SIG Combibloc:
Brands have a golden chance with Connected Packaging to stand distinct and actively engage with consumers. It provides a seamless shift between purchase channels while dishing out added information and premium experiences. Silva emphasised the crux lies in adding real value and matching consumer anticipations. This also means infusing sustainability strides, such as using watermarks for optimal recycling. Yet, measuring the return-on-investment remains a challenge. To harness the full potential, it’s essential to delve into emerging technologies patiently and strategically.
Paul Jenkins – Founder and Managing Director at ThePackHub Innovation Zone:
The digital zeitgeist demands Connected Packaging. With strides in the Internet of Things and AI, consumers now yearn for immersive experiences from product packaging. Jenkins asserted the need to fulfil consumer desires and furnish distinct experiences. The horizon of Connected Packaging is studded with innovations: think reuse options, anti-counterfeit steps, and initiatives to curb food wastage. Furthermore, it serves as an educational tool, especially in communicating recycling norms.
Pippa Guerra – Global Marketing Senior Manager – Evian at Danone:Connected Packaging is indispensable in satiating consumer cravings for seamless communication. It opens up avenues for local relevance, gamification, and expansive storytelling. Guerra believes consumers anticipate a trade-off when they share data, and brands should cater to this. With its vast canvas for communication, Connected Packaging augments transparency and traceability. But, brands need to be cautious of trust-building and steer clear of greenwashing.
To encapsulate, Connected Packaging emerges as the cornerstone in bridging brands and their consumers. Challenges notwithstanding, brands that adopt patient implementation and center on problem-solving are poised to thrive. By harnessing Connected Packaging, brands can not only enhance consumer engagement but also fortify trust, solidifying the relationship and elevating the brand’s journey.
Visit Appetite Creative’s Blog for other panellists’ session summaries.
In case you missed the live session, you can always catch up later! Just watch the recording on our YouTube channel or tune in to the podcast on Spotify.