What is connected packaging?

We often ask ourselves what constitutes marketing’s panacea; its solution to all, something that makes your customers feel unique. Something that offers personalised experiences while delivering more bang for your buck in advertising campaigns; something that leads to new and unique products based on the data collected and then gives those products brand-strengthening authenticity. Well, there is no magic panacea of course – but there is connected packaging. Modern connected packaging will give consumers a look through the door into your shop; a look inside the delivery vans and the factory floor. Information such as where the product was made; where the components or ingredients that made it came from; and where the package may be taken to be recycled. On top of that, it is itself a doorway into the world that is a brand, a game, an app, and a quiz, while the feedback potential will link customers under the same branded parasol.

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Written by The Drum

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