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INTERVIEW | SMART PACKAGING


Above: Smart packaging


technology will help brands stand out in competitive retail environ- ments


have lost trust in all the brain-wash of the brands and demand information transparency; they want to examine and compare before they purchase.


How does consumer engagement drive packaging innovation? Packaging can be a great platform to engage the consumer. We witness a lot of innovation with interactive packaging that enables direct communi- cation. There are a lot of technologies enabling the


connection between the physical – the packaging – and the digital world. This opens opportunities for new attributes such as: Information: Packaging has limited space to deliver information but by adding QR codes or NFC, they can provide endless information. For example, consumers can receive through the packaging detailed information about the quality and source of the ingredients and how it influences their health. Another issue that concerns them is how to be more environmentally friendly. They can read directly about the influence of the package and make an on the spot decision. This information can be live and change, creating ongoing interest and engagement. And the interaction is both ways, enabling the consumer to comment and ask questions and receive immediate response. Playfulness: The connection with the digital world and technologies such as AR has brought a lot of gaming opportunities to packaging. Packaging can turn into a playing tool enhancing the experience and strengthening the engagement. Convenience: New consumers are looking to ease their hectic life and packaging can be a very helpful tool for them. Smart packaging can remind them to


Grow your network and do business with key plastics industry leaders at an AMI conference


Conference highlights


Click here to find the right Packaging & Industrial Films event for you


Bringing the plastics industry together


PHOTO: SHUTTERSTOCK


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