Product packaging has long been seen as something that simply needs to look good enough to draw customers in, but is then instantly disposable once you’ve got their attention (and the sale). But connected packaging has changed the game.
What is connected packaging?
Connected packaging combines smartphone technology and QR codes, barcodes or image recognition to connect customers additional content to enhance their experience, usually through a browser-based app.
As with a growing number of products and services in the internet age, packaging is now connected and can offer so much more than simply a protective or aesthetic covering for your wares.
How can connected packaging be used for marketing?
The way your business uses connected packaging will depend upon what you most want to get from the technology, but it can help your marketing efforts in a number of ways.
Connected packaging can give valuable customer insights
Connected packaging offers a way for your business to engage directly with its customers via a range of digital experiences, from product tutorials (who need to print off a manual these days?) to the backstory of your business, which could offer an invaluable insight if your business trades on an ethical nature and social responsibility.
And once your customers have interacted with your business via its product packaging, this can serve up a great opportunity for data collection that can give your business a better understanding of exactly who’s buying your products or services. You can then use this information to optimise your online content, tailor your marketing materials and target the right audience.
The insights gained from your connected packaging can also help you identify key demographics, which can also help with your social media content and strengthen your brand proposition.
Enhance your marketing campaigns
Marketing campaigns are often a paradox – they need to be short and snappy, but have enough depth and substance to make people think and remember your product or service.
Although the wealth of social media platforms mean there are more opportunities than ever to get eyeballs on your brand, the way people consume these channels – scroll, scroll, scroll – mean it’s easier than ever to get your message lost in the noise. But using connected packaging offers a way to enhance your campaigns by offering customers more enriched content.
A good example of this was a campaign for Tetra Pak, which for years had made the most ubiquitous non-recyclable packaging, but now embraces recycling and sustainability. The company used connected packaging to increase awareness of the company’s environmental obligations via a fun mobile quiz which tests the user‘s knowledge about recycling and Tetra Pak‘s environmental impact.
The opportunities presented by connected packaging are endless, and your business could utilise the technology in the following ways:
Drive awareness and educate through digital packaging
Boost sales through discounts and smart packaging
Collect first party analytics and engagement through interactive packaging
It’s all about finding the right fit for your business and, unlike the packaging itself, there’s nothing throwaway about this marketing opportunity.
