Is Your Omni-Channel Packaging “Smart” Enough for Omni-Channel Shoppers?
The omni-channel consumer doesn’t care where the product is coming from—they want to know how quickly it will arrive: 73% of consumers want the ability to track orders across all points of interaction. This means going beyond simply offering an estimated delivery date, and that requires smarter packaging.
Imagine RFID sensors and advanced barcodes that can be used to track-and-trace products throughout the supply chain, allowing consumers (and supply chain managers) to see the exact location of a parcel in real-time. “Smart” barcodes can also serve as a gateway to experiential content such as recycling information, assembly instructions, recipes, tutorials and usage guidance. In an increasingly competitive market, unboxing experiences like these can set you apart from the crowd and drive customer loyalty.
Smart packaging can also mean packaging designed with “second life” in mind. According to the BillerudKorsnäs Consumer Panel, 35% of consumers said “give me a beneficial second use of packaging” when asked what they would like to see from packaging development. If the packaging of a product is highly functional, beautifully constructed or just extremely practical, it can easily have a second life that supersedes the life of a product. An attractive packaging design with a high-quality material can ensure your brand stands out in thousands of stores and millions of homes, without spending a single marketing dollar