‘One Cap, One Code’ - The value of connected packaging
Today’s consumers are more connected and informed than ever. They know what they want, when they want it and who they want it from. As digital consumers adopt new behaviours and communication channels, brands are having to work even harder to reach, understand and engage with them.
Businesses need packaging solutions that can easily provide valuable product data in real-time to assist in supply chain quality and control.
In their highly competitive industries, connected packaging has emerged as an effective way for food and beverage brand owners to connect with consumers. Solutions such as scannable QR codes are being utilised more and more - turning physical packs into interactive tools. These not only help consumers to access the information they want, they’re also assisting brands to build trust and increase recognition.
Connected packaging is an incredible opportunity for companies to play a bigger role in consumers’ lives. Through interactive functionality and enhanced user experiences, brands can offer real value.
Tracking and interacting
With higher competitive pressure and consumer demands, businesses need to find new ways to reliably manage their entire supply chain, from source to shelf. To help brands unlock the potential of connected packaging, SIG offers a range of market-ready solutions as part of its ‘Connected Pack’ platform.
These solutions combine unique digital coding technologies and ‘track & trace’ capabilities to ensure connectivity and transparency while also driving engagement.
Track & trace solutions are helping brands not only bridge the communication gap with consumers but also integrate complete transparency into the whole value chain. ‘Internet of Things’ and smart packaging innovations are opening new possibilities for both tracking and interaction.
Consumers today are empowered: They are more connected, mobile and demanding, with greater access to new and evolving communication channels. But, in this fast-paced digital environment, it’s getting harder for brands to adapt and engage.
Through the use of market insight, brands can better understand consumer needs, preferences and spending habits, thereby realising new and exciting opportunities, such as personalised communication channels and promotions, helping them make connections beyond the pack.
‘One Cap, One Code’
SIG has extended its range of QR code-based concepts from the pack onto the closure with the launch of ‘One Cap, One Code’ for unique one-to-one online marketing opportunities. The digital closure solution, launched in the combiGo closure for on-the-go packs, enables food and beverage companies to apply QR codes to the inside of closures, which are only visible to the individual consumer.
Recognised by smartphones in less than three seconds for quick and easy use, SIG’s ‘One Cap, One Code’ keeps consumers entertained, informed and rewarded, while building consumer trust and loyalty.
In Vietnam, Nestlé is the first company to adopt ‘One Cap, One Code’ for effective and unique one-to-one online marketing opportunities. Since May, the closures for Nestlé’s Milo Teen Protein drinks, in SIG's combismile carton packs, have included unique QR codes that can be easily scanned and offer reward points. Those points can then be redeemed online via the Vietnamese messaging application Zalo.
‘One Cap, One Code’ is just one example of how connected packaging can help consumers. Our industry is full of success stories and the list is ever-growing.
Bojan Buric Heler, head of sustainability & digital marketing at Swiss packaging group SIG, tells Inside Packaging about the value of connected packaging and how SIG hopes to get ahead with its new digital closure product, 'One Cap, One Code'.