Digital packaging is the smart choice

Digitization is entering every sphere of our daily lives. Most of us have at least one digital device with us every moment. We can use these devices in many ways: to entertain ourselves, to document, to connect with others, or to search for information.

One of the most accessible ways to access information on your smartphone is by scanning a QR code. Wi-Fi passwords and other information are also often shared via QR codes. It is an innovative and sustainable means of providing transparency about products. We are not surprised that the packaging industry has taken advantage of this technology.

Use QR code to meet your customers’ needs

A high level of product confidence is a major factor in purchasing decisions. Providing detailed information about how, where and by whom your products were made can increase sales. QR codes are inexpensive and share information with consumers without compromising the visual integrity of the product. They are easy to integrate into designs, as long as they are a minimum size of 10 mm x 10 mm, so they do not take up space on packaging and allow smartphones to read them easily.

QR codes allow manufacturers to raise their standards and meet every consumer need by providing more transparency about products (Grabner).

How to develop relevant content for your digital packaging

Having endless possibilities makes it even more important to think about creating digital content that suits your specific target audience. Ask yourself these three questions before you begin:

1. What do I want to achieve with the content I offer?
2. Who are the people I am addressing?
3. What are their expectations and needs?

Having done this frees up your creativity, an important factor for consumers who do not like generic content. Personalized sales approaches have proven to be the most effective (Stollerman). By providing your customers with valuable content they can interact with, you will set yourself apart from the competition.

Types of content for your customers

Digital packaging allows you to create more meaningful relationships with your customers. QR codes, NFC tags, digital watermarks (and so on) create an almost tangible connection between the digital world and physical objects, as well as with the people who interact with them (Gwenner). A network is thus established between all those involved in the development and purchase of such objects.

Some customers appreciate detailed information about your products, such as where they come from or recycling instructions. Others will like entertainment content, such as games or videos. For long-time customers, a loyalty program where they can accumulate points or coupons (Gwenner) might be more appealing. Always keeping your target audience and their interests in mind will ensure that your efforts pay off.

Brand protection and prevention of counterfeiting

QR codes also play a key role in brand protection. By integrating them into packaging, brands can assign a unique identifier to each product. Not only does this simplify inventory management and logistics, but it also ensures that items intended for customers are authentic and of quality. Programs such as Amazon’s Transparency enables brands to combat counterfeiting and provide consumers with greater peace of mind.

As an authorized Transparency Service Provider (TSP), we at etichetta.it can support you in your needs. Our Transparency Label Generator allows you to order labels quickly and easily. Alternatively, for brands wishing to integrate QR codes into existing packaging, our design service will give a look consistent with your brand image. This approach combines practicality and aesthetics, benefiting your brand and the consumer experience.

Graphic design service

Your advantages

Digital packaging offers many advantages for producers; one of them is information gathering. Consumers can be actively engaged by including surveys and questionnaires or writing a review (Gwenner; Grabner). You can also monitor consumer interaction metrics. With QR codes, you can better analyze your results and develop strategies to optimize marketing (Funke). By sharing engaging content, you can even increase sales. Collectibles, coupons, games or videos are great tools to motivate customers to repeatedly buy your products.

To conclude

Valuable content can come in many forms and ways. One of the most important principles is to keep your goals clear and always have customers as your reference. These are our key points:

1. QR codes with digital content that help you distinguish your products from the competition, both in terms of design and how they are used.
2. Make your digital content really effective.
3. Amazon Transparency serialized codes protect your brand from counterfeiting.

References

Funke, Tobias. “Product Packaging QR Codes: 24 Use Cases & Expert Tips.” Bitly, 17 Jan. 2024, www.bitly.com/blog/qr-code-product-packaging/. Accessed 31 Dec 2024.

Grabner, Fabian. “Connected Packaging.” Greiner Packaging, www.greiner-gpi.com/de/Newsroom/Trending%20Topics/Connected-Packaging_s_346358. Accessed 2 Jan. 2025.

Gwenner, Natalie. “Connected Packaging to Increase Consumer-Brand Engagement.” Weber Marking Blog – Labeling and Coding Solutions, July 31, 2023, www.weber-marking.com/blog/connected-packaging-to-increase-consumer-brand-engage. Accessed 31 Dec 2024.

Stollerman, Jan. “How Connected Packaging Amplifies the Consumer Experience.” Packaging Digest, Nov. 27, 2023, www.packagingdigest.com/smart-packaging/how-connected-packaging-amplifies-the-consumer-experience. Accessed 05 Jan 2025.