FMCG marketing moves in an extremely fast paced environment, which is why the integration of connected packaging has become both a challenge and an opportunity. Many marketing professionals in the sector find themselves grappling with the complex implementation processes associated with this innovative technology. However, amid these frustrations lie the potential for an enhanced customer experience that can drive brand loyalty. Let’s explore how FMCG marketers can overcome the hurdles, satisfy their desires for consumer engagement, and address fears of potential resistance to new technology.
Unraveling Complex Implementation Processes:
The frustration of dealing with intricate implementation processes for connected packaging is not uncommon. Marketers often face the challenge of integrating these technologies seamlessly into existing systems. However, understanding that this complexity is a temporary hurdle and viewing it as an investment in future success is crucial. Especially when we pay attention and can observe that many companies are reaping the benefits of this strategy, for example, the company behind names like Pepsi, Gatorade or Frito-Lay has increased its global first-party data records by 50%, by implementing connected packaging tactics.
Solution: Collaborate with experienced technology partners who specialize in connected packaging solutions. Seek providers that offer comprehensive support in the integration process, from initial setup to ongoing maintenance. By leveraging their expertise, FMCG marketers can streamline implementation and ensure a smoother transition.
Enhanced Customer Experience:
The heart of FMCG marketing lies in delivering exceptional experiences to consumers. Smart packaging opens the door to personalized, interactive, and engaging brand interactions. Marketers desire to transform these frustrations into an opportunity to deepen connections with their audience.
Solution: Focus on creating a customer-centric approach to connected packaging. Leverage the technology not just as a tool for information delivery but as a means to enhance the overall customer journey. Develop packaging that tells a story, provides valuable insights, and adds a layer of enjoyment to the product experience. Embrace the power of storytelling through connected packaging to forge lasting emotional connections.
“As soon as a QR code is released, feedback from customers will be instantaneous and continuous. While collecting this data in real time, brands can see exactly what content customers are interacting with, and adapt or update it as required.” – Jenny Stanley, Founder and MD of Appetite Creative, for Mediacat Magazine.
Fears of Consumer Resistance:
The fear of consumer resistance to new technology is understandable but can be overcome with strategic planning and effective communication. Many consumers might be hesitant to embrace change, especially when it comes to the products they are accustomed to. FMCG marketers must find ways to make connected packaging feel like a natural evolution rather than a disruption. However, it is important to note that QR codes have become common in the consumers lives, and are understood as a way to access branded content, games and experiences.
Solution: Prioritize consumer education in marketing strategies. Develop campaigns that highlight the benefits of connected packaging, emphasizing how it enhances the overall product experience. Showcase the user-friendly aspects and practical advantages to alleviate any concerns. Use social media, influencers, and other channels to create a buzz around the innovation, making consumers excited to explore the new possibilities.
Turning Challenges into Triumphs
While these frustrations, desires, and fears are inevitable in the realm of connected packaging, FMCG marketers can turn these challenges into triumphs. Embrace the complexity as an investment in future success, prioritize customer experience in design, and address consumer fears through strategic education and communication. By doing so, marketers can not only overcome the hurdles but also elevate their brands to new heights in the connected packaging landscape. The key lies in seeing each frustration as an opportunity for growth and innovation.
If you want to learn more about connected packaging, check out our blog and case studies!