SMART PACKAGING
issues, and recalls more effectively and ensure that consumers are given the correct information for the product they have purchased. Including batch information within a 2D
code allows brands to update and adjust web content for each batch. This can help identify where issues have arisen that might cause problems further downstream, for example, suppliers linked to certain batches of products associated with an increase in returns and/or complaints that could indicate a problem with quality. Batch information contained within 2D codes can also be used to more effectively manage recalls by more easily tracing the information back to specific suppliers where an issue may have occurred and stopping sales of affected batches. The target webpage can also be updated to include a recall announcement – accessible not just to consumers but also to everyone involved within the product’s supply chain. Nigel argued that GS1’s new standard
offers almost limitless flexibility, allowing brands to create and use 2D codes according to their individual needs. In conclusion, he said: “As brands seek to enhance their supply chain visibility – both upstream
and in the last mile – now is the time to start thinking about migrating from linear barcodes to QR codes powered by GS1.”
Connecting with consumers Dave Protheroe, Group Designer at Invopak, works directly with customers to meet their labelling requirements, giving him some useful insights into changing priorities and the rise of smart packaging technologies. He says: “Traditionally, packaging has been about shelf appeal and regulatory compliance. Today that is still important, but now there is a third need – connection. Brands are using connected packaging technologies as a way to build a direct relationship with consumers, and QR codes are a simple, effective way to do that.” Dave has seen a big increase in
businesses using connected packaging in recent years. “Often, it is as simple as including a QR code on the packaging that consumers can scan with their smartphone to connect to the business online. QR codes act as a digital portal, so there is a huge opportunity for businesses to be creative,” he says. Anyone remaining unconvinced should take another look at QR codes, which have
quickly evolved from being a relatively unfamiliar technology with consumers, be becoming a widely understood and accepted one. Consumers are now very used to scanning codes for more information, and brands can use this technology to link packaging to digital campaigns, loyalty programs, real-time content, and even virtual realities. However, Dave cautioned that execution
is key, saying: “A QR code is only as good as the digital asset it connects to. There has to be a compelling reason to scan, and what the customer sees must reflect the quality and personality of the brand. If there is a disconnect, or the content doesn’t deliver value, then the opportunity is lost.” The scope for connected packaging is
broad, but one of the most significant is in allergen safety. According to a recent report from GlobalData (Food Packaging Industry Trends, Opportunities, Growth Analysis and Forecast to 2028), more than half of people with food allergies have had an allergic reaction from mislabelled or unclear food packaging in the UK, with 23% of those experiencing multiple reactions. Connective packaging allows customers to access detailed allergen information
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