Page 31 - FoodFocusThailand No.159 June 2019

SPECIAL FOCUS

What's in it for the brand?
Connected packaging can enable differentiation of a product from its
competitors on store shelves. Not only does this extend the potential
for communicating product attributes, but linking consumers to an online
space can create a direct connection to shoppers handling the product.
Connected packaging also offers significant data collection benefits.
Many consumers are willing to share their information when accessing
online content, enabling brands, and the agencies they work with, to
track consumer-pack interaction in real time. This can be used in a
number of ways; for example, to build consumer profiles, measure
campaign performance or to provide real-time feedback on marketing
activities.
Closing the loop Consumers have been recycling some
packaging for years. But they are now demanding the ability to
connections can increase brand engagement, increase product use 2recycle more and to understand how recycling really works.
and add an experiential element to product interactions. During the past year, proclamations by brands and converters touting
commitment to 100% recyclable materials or packaging that is 100%
What's in it for the consumer? recycled have dominated industry headlines. The reality that few have
Connected packaging can add value for the consumer by offering yet to fully consider is how, where and who will be supplying and
unique shopping experiences, meeting consumers’ needs for recycling these materials. These are simple questions that don’t have
interaction and personalizing the shopper moment.Such connections definitive answers.
Though recyclable packaging claims have become common, claims
can deliver unique experiences and enable omnichannel shopping. to include recycled content are still rare. Low availability of high-quality
This aligns with Mintel Trend ‘Experience Is All’, which suggests that recycled plastic and concerns over food safety are hampering the use
retailers' over emphasis on speed, convenience and price has led of recycled material in food and drink. Brands have opportunities to
consumers to crave experiences in bricks and-mortar spaces and meet consumer demands for more recyclable packaging. While eco-
physical places. Connected packaging can be used to build the responsible packaging can be complex to engineer, the way in which
brand story provides specific product information and deliver that responsibility is communicated to consumers on-pack must be
promotional offers and discounts. simple, straightforward, and actionable.

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