Download as PDF, PPTX
Uploaded byBrandSquare
From SmartLabel to SmartERLabel
The document discusses the SmartLabel initiative, emphasizing its goal of providing transparency in product information through connected packaging technology. It highlights the benefits of QR code integration and the need for brands to actively promote their participation to enhance consumer engagement. Additionally, it underscores the importance of connected packaging in various phases from design and manufacturing to consumer usage and recycling.
More Related Content
From SmartLabel to SmartERLabel
- 1. Michael Fox, SGK FROMSMARTLABEL TO SMARTERLABEL
- 2. http://www.smartlabel.org Nutrition Ingredients AllergiesCompany/Brand DAL GIARDINO BASIL PESTO PASTA DINNER KIT NET WT 14.5 OZ Other Information DAL GIARDINO BASIL PESTO PASTA DINNER KIT NET WT 14.5 OZ DAL GIARDINO BASIL PESTO PASTA DINNER KIT NET WT 14.5 OZ DAL GIARDINO BASIL PESTO PASTA DINNER KIT NET WT 14.5 OZ DAL GIARDINO BASIL PESTO PASTA DINNER KIT NET WT 14.5 OZ Provisioned for: food & bev, non-food, pet food, OTC/medical devices, vitamins & supplements
- 3. DAL GIARDINO BASIL PESTOPASTA DINNER KIT NET WT 14.5 OZ • Product transparency initiative • Trustworthy mobile source of product information • Driven from the web and a link on the pack
- 4.
- 5. SHOULD YOU JOIN SMARTLABEL? Companiesare participating. •35K pages and 30-35% ACV •63K pages by Jan 2020 •44 companies •818 brands
- 6. SHOULD YOU JOIN SMARTLABEL? Lotsof global buzz. •35K pages and 30-35% ACV •63K pages by Jan 2020 •44 companies •818 brands •Active discussions globally
- 7. SHOULD YOU JOIN SMARTLABEL?•35K pages and 30-35% ACV •63K pages by Jan 2020 •44 companies •818 brands •Active discussions globally •500K visits/mo •Spending time on the page Consumers are finding the program.
- 8. SHOULD YOU JOIN SMARTLABEL? •That’sonly 15 hits/page/mo •Brands aren’t actively promoting •Most members are stalled •Hundreds of companies are sidelinedBUT…
- 9. SHOULD YOU JOIN SMARTLABEL? BUT,BUT… Brands can boost engagement. Active Promotion •Brand site promo -> 4X visits •GMA campaign -> 2X visits Connected Pack •QR codes -> 4X the visits
- 10. SHOULD YOU JOIN SMARTLABEL? Companiesare MONITORING two use cases Transparency Engagement Compliance Disclosure
- 11. SHOULD YOU JOIN SMARTLABEL? ConnectedPack Technology Connected Pack Experience Transparency Engagement Compliance Disclosure Companies should be DEVELOPING two other use cases
- 12. EVEN IF SMARTLABELDOESN’T PERSIST A CONNECTED PACKAGING INVESTMENT IS TRANSFERRABLE SHOULD YOU JOIN SMARTLABEL?
- 13.
- 14. Value Throughout thePackage Journey Design • Incorporate barcode data into artwork • Integrate codes and link to content Manufacturing • Improve in-line inspection Distribution Center • More reliable labels • Print on corrugated packaging • Scan readily from a distance • Verify logistics and returns In-Aisle • Price checks • Manage planogram & availability (OSA) • Data Analytics Check Out • Easily scan products & labels • Improve first-pass read rate • Reduce misreads and manual keying • Improve customer experience Home-Use • Instructions for use • Brand and social content • Point and scan to buy now & reorder Recycling • Identify materials and substrates • Improve sorting mechanisms Design Manufacturing Distribution Center In-AisleCheck OutHome-Use Recycling The Digimarc Barcode ‘Connected Package’provides benefits throughoutthe enterprise.Here are a few examples: CONNECTED PACK HAS MANY USE CASES Image created by Digimarc
- 15. GS1’S DIGITAL LINK INITIATIVEFINALLY RELEASED “ONE CODE. ONE DIGITAL IDENTITY. LIMITLESS APPLICATIONS.” - EVRYTHNG “Ambrosus Leverages Gs1 Digital Link Standard To Democratize Product Verification” - paymentweek.com “Clear the way for mass-scale product digitization.” - printedelectronicsnow “MASS SCALE PRODUCT DIGITIZATION WITH NEXT GENERATION WEB- ENABLED GS1 CODES” - prweb.com “Upgrading the Barcode to the Web: GS1 Digital Link” - EVRYTHNG “New GS1 Digital Link Standard to Help Brands Connect Consumers with Useful Product Information Online” - GS1
- 16.
- 17.
- 18.
- 19.
- 20. SMARTLABEL IS ONEUSE CASE— EXPLORE MULTI-EXPERIENCE CONCEPTS WHY DEVELOP CONNECTED PACK TECHNOLOGY?
- 21.
- 22. AGILE MARKETING IS: •Responding to change over following a plan • Rapid iterations over Big-Bang campaigns • Testing and data over opinions and conventions • Many small experiments over a few large bets • Individuals and interactions over one size fits all - www.agilemarketing.net AGILE MARKETING DEMANDS CONNECTED PACK
- 23. EVERY TOUCHPOINT ISPART OF THE CONSUMER JOURNEY AWARENESS CONSIDERATION PURCHASE RETENTION ADVOCACY WEB BANNERS PR PRESENTATIONS VOICEMAILS ADVERTISING EMAILS TV / RADIO SPEECHES SOCIAL MEDIA WEBSITES BLOGS DIRECT MAIL NEWSLETTERS PUBLICATIONS SIGNAGE TRADE SHOW PACKAGING PROMOTIONS
- 24. ASSUME CONNECTED PACKWILL BECOME AN INTEGRAL PART OF THE SALES AND MARKETING STRATEGY WHY DEVELOP CONNECTED PACK EXPERIENCE?
- 25. WARNING: AS CONNECTEDPACK BECOMES EXPECTED, UNCONNECTED PACKS WILL ALSO BE A NOTABLE PART OF THE CONSUMER JOURNEY WHY DEVELOP CONNECTED PACK EXPERIENCE?
- 26. IS… …an investment inConnected Pack.
- 27.