CoCo – Click.Consume.Connect – A Podcast
Bye bye barcode? –
ready for connected packaging?
In today's digital world, the connection between physical products and digital information is playing an increasingly important role. Connected packaging is an innovative approach that combines products with digital technologies to create a variety of benefits for businesses and consumers. But what exactly is behind this concept and what impact does it have on the packaging value chain?
Connected Packaging –
What is it?
Connected packaging enables consumers to interact with packaging via various technologies such as QR codes, NFC tags or augmented reality. These interactions create a digital bridge between brands and consumers, offering far more than traditional packaging ever could.
Key advantages for brands and consumers:
- Enhanced Product Information: Consumers gain instant access to detailed ingredients, sourcing information, allergen alerts, and sustainability credentials – simply by scanning a code.
- Authentic Brand Storytelling: Share your brand's origin story, manufacturing processes, or introduce the people behind your products to build consumer trust.
- Extended User Experiences: Provide instructional videos, maintenance guides, or assembly tutorials that enhance product usability.
- Supply Chain Transparency: Offer complete traceability from manufacturing to retail, building consumer confidence in your brand's authenticity.
FROM BARCODE TO 2D CODE
New horizon ahead
An important aspect of connected packaging is the transition from traditional barcodes to more advanced 2D Data Matrix codes. GS1, an international organization that develops standards for global trade, is driving this change.
The 2D Data Matrix code offers a higher data density compared to the traditional barcode and allows more information to be stored in a smaller space. This enables companies to provide not only product-related data, but also more extensive information such as:
- Origin and complete supply chain journey
- Production date and batch specifics
- Sustainability certificates and environmental impact data
Personalized product recommendations based on previous interactions
The introduction of connected packaging and 2D Data Matrix codes has far-reaching implications for the entire packaging value chain, e.g.:
- For manufacturers: Improved traceability and transparency along the supply chain, optimizing quality assurance and production processes.
- For retailers: More efficient inventory and logistics management through accurate, real-time information about products and stock levels.
- For consumers: Higher level of confidence and transparency in the products they purchase, leading to increased brand loyalty.
GAMIFICATION
Limitless access to consumers
What should not be overlooked is that in the field of 2D codes on packaging, gamification immerses consumers in interactive experiences and rewards them with exclusive content that increases engagement with the product beyond the usual. As a brand, you gradually receive more and more individual and highly personalized information about each of your customers.
Practical applications of connected packaging gamification:
- Loyalty Programs: Scan-to-earn points systems that reward repeat purchases
- Exclusive Content Access: Unlock recipe collections, styling guides, or limited-edition digital content
- Interactive Challenges: Season-specific games or challenges that encourage regular engagement
- Augmented Reality Experiences: Virtual product try-ons or immersive brand worlds accessed through packaging
- Social Media Integration: Share-worthy experiences that extend your brand reach organically
WHY LINKED?
We act as bridge point...
At Linked, we are building the bridge from the physical packaging world to the parallel universe of the digital world.
Through our expertise as a premedia packaging agency, we provide support in the area of connected packaging:
- Strategic implementation of 2D codes that maintain brand integrity while maximizing functionality
- Seamless integration of digital elements into existing packaging designs
For any inquiries regarding connected packaging, Stefan Hills is your ideal point of contact, possessing all relevant connections and relationships with key partners in this field. Whether you have questions or specific requirements, Stefan can guide you to the right experts and solutions – simply reach out to us, and we'll connect you with the perfect resources to elevate your packaging into a powerful digital touchpoint!
Ready for it?
Bring Connected Packaging to your ears!
Tune in to the podcast series "Click. Consume. Connect." hosted by Güneri Tugcu (Global Director Partnerships & Business Development at r-pac) together with Stefan Hilss (CEO of Linked) and discover exciting conversations with industry experts about the digital future of packaging.
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Your direct contact person
Stefan Hilss
CEO Linked2Brands
Linked2Brands Holding GmbH
Mattweg 1
77971 Kippenheim
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