New technologies offer brands the opportunity to turn their product packaging into smart packaging that encourages interaction, connecting brands and consumers like never before.
October 27, 2020
Embedding packaging with QR codes or NFC tags that activate tutorials on users' phones gives brands the opportunity to add more value to products by providing additional information to consumers. What’s more, by including videos within an experience, marketers can teach consumers how to master complementary skills, further cementing the consumer relationship. For example, an enabled makeup compact might teach a user not only how to best apply the product, but also how to use the product for event-specific looks, such as everyday wear or a night out on the town.
One of the best things about embedded experiences is that they can be used as a new sales channel, empowering products to sell themselves. In this way, NFC or QR helps drive additional revenue. For products that can be replenished, customers need only to tap the item to reorder a new shipment, much like an Amazon dash button.
For luxury items and other high value goods, counterfeits pose a real threat to a brand’s reputation and revenue. What is more, unsuspecting consumers who end up buying counterfeits have a poor customer experience. Using NFC as an anti-counterfeiting measure on packaging helps mitigate these problems. With authentication, consumers can tap an item to verify a product is genuine. It also acts as an insurance measure for brand reputation.
Product registration is extremely valuable because it allows brands to easily acquire customers. By adding NFC or QR to make the registration process interactive, customers are more likely to register their items, allowing brands to more easily acquire customers regardless of where the item was purchased. In return, marketers can provide consumers with rewarding and valuable content.
Linked with product registration is feedback. Including a feedback form or short survey in a digital experience allows marketers to glean what consumers think of products. These insights empower brands to improve product development and design in the future.
Utilizing QR codes or NFC to embed exclusive content in product packaging is a great way to entice customers to purchase. By creating content that is only accessible to consumers who’ve completed a purchase, the product inherently become more valuable. It enhances the experience of owning the item as it creates an exclusive community of loyal consumers who get special access to not only the content embedded within. This helps marketers cultivate a community of highly loyal consumers.