We can place and encode NFC tags into your boxes, create and manage all aspects of your campaign, from strategy, creativity, technology, media and execution to data analytics.

1. INTERACTIVE PACKAGING:
CONNECTING CONSUMER
WITH PACKAGING
Islem Yezza
Director of Sales and Marketing
Tuesday, October 20, 2015

3. THE DOMINANT CONSUMER?
 Gen-Z and Gen-X (Millennials), together by far the largest
demographic, like to keep it simple.
 Millennials are defined to be tech-savvy, well-informed, mobile and
anxious to discover and experience something before anyone else.
 Changing consumer behaviour will revolutionise packaging
completely.
Consumers had
become hunters
rather than surfers

4. AGENDA
1. Interactive Packaging
2. NFC marketing
3. NFC in folding carton:
challenges and opportunities
4. Recent exemples
5. Netpak 360
6. Take-home

5. TECHNICAL & MARKETING
Packaging is a major component of brand advertising
Preserve Protect
Inform Transport
Extend Interact

6. INTERACTIVE PACKAGING
Engage and Create experience
 Packaging represents a huge opportunity for brands to tap into. With the right application
and insights it can be turned into a powerful media channel that communicates and appeals
to a diverse audience, enhances your brand message and leverages whatever is relevant in
that moment.
 According to a recent statement from Nestlé: technology is fundamentally changing the way
consumers buy its products and engage with its brands and that is, of course, valid for all
and every consumer packaged goods company (CPGC) in the world.
 And Nestlé continues with: “As technology is fundamentally changing the way consumers
buy products and engage with brands, there is a need to create highly engaging and
meaningful experiences online”.

7.  As the world is becoming connected,
consumers are expecting their favourite
brands to do more than deliver the best
product
 Consumers want to have a direct connection
with their brands, and a direct engagement
 For brand owners: Able to communicate and
engage with their audience based on the
physical product they are selling. This has not
really been possible before. Being able to
create a dialogue between the consumer and
the product is just amazing.
NFC MARKETING
Here it Comes!

8. INTERACTIVE PRINT TECHNOLOGIES
NFC, Just one tap
Source: NFC Forum
NFC QR Code Image
Recognition
Time required to read 1 second 15+ seconds 15+ seconds
Outside app required No Yes Yes
Graphic design
Invisible or
sticker
Visible, should
be as large as
possible
Invisible
 NFC “tap” engagement level was 12 times
higher than for QR codes
 NFC is a frictionless technology – you don’t
have to download an app.
 The passive tags and require no battery

9. NFC-ENABLED PACKAGING
The “game-changing technology”
 Brand owners will be able to use NFC to create a bridge and an
infrastructure between the traditional physical world and what can
be added as a new experience in the digital world.
 NFC remains the strongest player in the marketing and retail area
because it’s cheap, flexible, doesn’t need an app and is all
about PULL, so empowers the consumer.
 One of the other benefits of NFC technology is it lacks the
intrusiveness present with other forms of communication like
Bluetooth and i-beacons.

10. NFC MARKET
Almost 12 billion units in 2015
 Semico Research is revealing that NFC growth in mobile devices,
wearables and cars will fuel a 15 percent CAGR from 2014 to 2020.
 The smart phone, enabled with NFC, is growing at a rapid rate and by
2016 is estimated to capture over 50% of the market
 Smart cards make up over 90 percent of the NFC market at almost 12
billion units in 2015, but the technology’s use continues to evolve.
 NFC chips and tags can also be used as a means of advertising or
exchanging information on notice boards, packaging, and the like. With
this in mind, it is not surprising to see that, according to the same report,
the NFC market is to ship 23 billion units in 2020.

11. INTERACTIVE PACKAGING
“Internet of Thing” (IoT)
 The ‘Internet of Things’ involves the integration
of electronic intelligence into everyday items,
enabling them to become interactive in a way
that improves the consumer experience, as well
as the ability of brands and retailers to interact
directly with consumers.
 NFC is perfectly placed to become the technology that creates the
IoT but will not be alone in doing this for the foreseeable future.
 NFC technology can significantly enhance the value of packaging
by connecting the brand owner and the consumer to the “Internet
of Everything”.

12. NFC OPPORTUNITIES
Connect to your customer
1. Product information for health conditions such as diabetes, heart disease, peanut and gluten allergies or weight loss.
2. Better Product Labeling for older eyes is an opportunity through NFC ; it may also offer a new level of
communication to satisfy FDA label requirements
3. New ideas for recipes or how to tips, matching wine and food, or asking an expert opinion in many categories either
before or after product purchase
4. Entertainment is a wide open opportunity with NFC, ranging from a brand engaging customers
with a great joke (my favorite idea!), to offering suggestions on how to have fun with the product
5. Gaming could involve participation in a challenge or adventure (whether in the store or out in
the world) where tapping with your phone is part of the activity
6. New Voices of real people or communities with something to say can be connected to
customers –Mom bloggers speak out on baby food perhaps?
7. Track & Trace counterfeit products or diverted product outside of the intended market

13. CHALLENGES
Cost of integration
 Until the cost of each NFC tag falls to just a few cents barcodes will
still hold an important role in tagging low value items.
 As more phones are equipped with NFC the value added by the one
tap, effortless nature of each interaction will ultimately make NFC
the technology of choice and its use will become widespread.
 Introducing NFC tags into Folding carton adds a little extra. As for
everything else, costs (agency fees, production, print, media) for
producing a campaign are the same as you’d expect to spend.
Additional costs include handling and analysing data, but that would
normally come out of a different budget.
 Marketing cost NOT a Packaging cost

14.  As more things get connected, concerns over data privacy and security
will escalate.
 The close-range connectivity will not replace Wi-Fi or Bluetooth and is
not a universal technology, as companies create personalized software
systems that limit product pairing.
 Currently, there are not a lot of smartphones that have the NFC
technology embedded, limiting its use as a marketing technology.
CHALLENGES
Security and data privacy

15.  Machine speed: able to place and encode NFC
tags at production speed (Folding gluer)
 By the time enough consumers have access to
NFC-enable devices (and understand how to use
them) and at the same time brands understand
how to effectively exploit mobile technologies
and content either at the point of sale or for the
delivery of relevant, functional content in
secondary or alternative engagement
opportunities will another, easier to access and
use technology have already supplanted it?
CHALLENGES
Technical

16. THE SHELFTALKERS
Higher engagement levels
 Kraft recently piloted an NFC program with results
showing significantly higher engagement levels
compared to QR codes.
 NFC chips were placed in signage on the shelves right
in front of Kraft cheese and Nabisco cookie brands.
 The shelftalkers: access dynamic recipe content,
download the i-Food Assistant app or share on FB.

17. SMART BOTTLE
with ‘game-changing’ NFC tags
 They cite a variety of reasons, either singly or in
combination, such as consumer engagement, brand
protection and supply chain insights.
 Diageo, Rémy Martin and Ferngrove Wine have all introduced liquor
bottles tagged with NFC technology.

18. REMINDER
Expiration date
 An embedded antenna fits into a makeup container's packaging to
transmit information to customers.
 With NFC, reminders can also be sent out that the product is no longer
optimal or has reached its expiration date.
 If a mascara tube is used over the course of 3 months, customers can
be reached via notification at around 2.5 months that the product is
nearing expiration.
.

19. INCREASE YOUR SALES WITH
INTERACTIVE PACKAGING!
1. The timing is ideal to merge new technologies with conventional Print,
and to maximize your print investment.
2. NFC will create a big opportunity to connect to your customer in the
store and in the home.
3. NFC technology will make interactions simpler and faster than QR
Codes.
4. Interactivity between the package and the consumer is the next avenue
to build the romance between your brands and your customers. But
you will have to have strong story content and a unified strategy to
leverage it rather than chase it.

20. NETPAK 360
IT'S TIME TO RAISE THE BAR OF BRAND
ENGAGEMENT

21. YPRINT Technology™
 We can place and encode NFC tags into
your boxes, create and manage all aspects
of your campaign, from strategy, creativity,
technology, media and execution to data
analytics.
 YPRINT Technology™ enables each and
every brand to build durable customer
loyalty while gaining highly valuable
consumer insight.
 YPRINT Technology™ provides Brand
marketers with customized fit-for-print
programs designed to turn customers into
“brand enthusiasts’’.

22. OUR PURPOSE IS TO TAKE
YOUR BRAND TO THE HEART
OF YOUR CUSTOMERS

23. Islem Yezza
Director of Sales and Marketing
Email: iyezza@netpak.com
T 1.866.399.8544
9055, Des Inventions, Montreal
Québec H1J 3A7
YOUR PARTNER FOR SUCCESS
Commitment | Transparency | Flexibility