DIGITALPACKAGINGTOOLBOX-IoP – howitworksVersion 2
Matthias Giebel05-09-2018 │ London
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"Real"smartpackagingmeansInternetofPackaging(IoP)
IoP enables interaction with and between customers
Internet of Things (IoT) Landscape 2018
OBSERVATION 4
3Source: Kezzler
"Real"smartpackagingmeansInternetofPackaging(IoP)
• The Internet of Things is projected to reach 50 billion connected devices in 2021, but with the Internet of Packaging we are talking about the potential for 3,500 billion CPG packages annually
• By giving products their own unique identity, brands can leverage technology to go directly to consumers in real-time and link activity to sales –all while also gathering valuable data on their customers
UnitsHardware
DevelopmentConnectivity
LifetimeInteraction
50 billion (50.000.000.000)Active hardware per unitConstantly growingContinously connectedHigh cost, long lifetimeMachines interact
IoT3.5 trillion (3.500.000.000.000)Passive hardware per unitConstantly renewedEvent based connectivityLow cost, short lifetimeHumans and machines interact
IoP
OBSERVATION 4
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IoP platformsidentifiedandevaluated;contactpersonsinterviewed
Mateja BenjakPartnerships Managerhttps://www.blippar.com/
Cameron Worth Founder and CEOhttps://io.tt/
Bart BoersSales Manager Europehttps://kezzler.com/
Grischa Bender SDR EMEAhttps://www.thinfilmnfc.com/
Netta KaillerMarketing Managerhttps://www.water-io.com/
Martin StahelSales Director http://www.zappar.com/
Ari SalonenCEO, Co-founderhttp://www.magicadd.com/
https://www.mnstr.com/en/
Judy MoonVP, Inside Sales, Customer Success https://evrythng.com/
Yann QuincheBusiness Development Managerhttp://talkinthings.com/
https://www.qliktag.com
OBSERVATION 4
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"Real“smartpackagingmeansInternetofPackaging(IoP)
OBSERVATION 4
IoP enables interaction with and between customers
How it works
Identify code on the packaging
1.
Scan and link from thepackage to different online owned-media
formats
3.
Get the right tool for the scanning
2.
Collect and analyse usage data
(where and when, not personalized)
4.
Motivate user with incentives to login
and share their personal data (who)
5.
6
Step1:Identifycodeonthepackaging
ZapcodeInvisible digimarcbarcode
Barcode
QR code
NFC
OBSERVATION 4
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Step2:Gettherighttoolforthescanning
• Built-in code reader• (usually) no need to
download an app
• QR code reader integrated in iPhone Camera App
• QR code reader built into most android
smartphones
• Low/no barrier for usage
App-less• Popular apps are often
already installed on
the users smartphone
(for e.g. Shazam)
• Medium barrier for usage
Third partyapp
• Usually not pre-installed on the
users smartphone
• Need for app installation –
higher barrier for usage
Brand-owner app
OBSERVATION 4
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Loyalty-
Program
YouTube
Augmented
Reality
Own
social
media
profile
Gaming
Step 3: Scan and link from the package to different online owned-media formats
OBSERVATION 4
……
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Step 3: Scan and link from the package to different online owned-media formats
OBSERVATION 4
Example
YouTube• Link to Onlinevideo-Content• Show self produced brand-
or informational-content
https://www.youtube.com/watch?v=uxXZ_uEVr9c
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Step 3: Scan and link from the package to different online owned-media formats
OBSERVATION 4
ExampleLink to social media pages• Get the user to subscribe to or
interact with your social-media profile and content
• Increase follower base and therefore the impact of your social media activities
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• Produce useful or fun content for your customer to interact with
• Augmented reality is still new and „cool“ to most people, especially when you add some real benefits (e.g. recipes)
https://www.youtube.com/watch?v=qcoPlvhi_LI&feature=youtu.behttps://www.youtube.com/watch?time_continue=11&v=qcoPlvhi_LI
Step 3: Scan and link from the package to different online owned-media formats
OBSERVATION 4
ExampleAugmented-Reality
Zapper, Shazam & Bombay Sapphire
For this campaign, Zapper teamed up with Shazam and Bombay Sapphire to create a unique AR experience for Bombay Sapphire customers using the bottle label as the activation point
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How do we get a profile of our customer?
Name
Age
InterestsProfession
Member-ships
Friends
Title
Phone
Address
Source: Kezzler
Step4:Collectandanalysethenotpersonalizedusagedata(whereandwhen)
OBSERVATION 4
Impersonalized usage-data can be analysedWhere, when and how many
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Get a profile of our customer!
Name
Age
InterestsProfession
Member-ships
Friends
Title
Phone
Address
Source: Kezzler
Step5:Motivateuserwithincentivestologinandsharetheirpersonaldata
OBSERVATION 4
Offer something they are willing to “pay for“ with their data
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Step5:Motivateuserwithincentivestologinandsharetheirpersonaldata
OBSERVATION 4
ExampleOreo• Customers can design their
own packaging• Customer has to enter personal
data in order to get the personalized package delivered
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Step5:Motivateuserwithincentivestologinandsharetheirpersonaldata
OBSERVATION 4
ExampleDM Designer• German retail company offers
personalized packaging for its private label products
• Customer has to enter personal data in order to get the personalized product delivered
https://designer.dm.de/