Beyond the Shelf - The Power of Intelligent Packaging
•
7 j'aime•2,438 vues
As the line between physical and digital continues to erode, brands have the opportunity to re-examine the concept of packaging. Where does it start and stop? What could intelligent packaging tell you if it knew more about you? Could it learn or morph its form and content based on its location? Resource/Ammirati CTO Dan Shust examines the possibilities as we enter the era of the digital die line.
Recommandé
Recommandé
Contenu connexe
Similaire à Beyond the Shelf - The Power of Intelligent Packaging
Similaire à Beyond the Shelf - The Power of Intelligent Packaging (20)
Plus de Resource/Ammirati
Plus de Resource/Ammirati (20)
Beyond the Shelf - The Power of Intelligent Packaging
- 1. beyond the shelf The power of intelligent packaging #smartpkg ! ! Dan Shust Chief Technology Officer Resource/Ammirati
- 3. What makes for great packaging?
- 5. It can clearly communicate its contents.
- 6. Or just give you a hint to its contents.
- 7. Or just give you a hint to its contents.
- 8. It can just be fun.
- 9. Even with all the great packaging out there, we still have a problem.
- 10. 70% of consumers think retailers could do more to make traditional shopping better. eMarketer 70 %
- 11. Even when consumers plan which category they will buy from, 28% decide which brand to buy in-store. Global Shopper Study, "Shopper Decisions Made In-Store" (SDMIS) 28 %
- 12. A brand’s impact increases by 30% if packaging design engages one additional sense. Faraday Centre for Retail Excellence 30 %
- 13. …and by 70% if three senses are integrated. Faraday Centre for Retail Excellence 70 %
- 14. “The point is to make it easier and more convenient for customers to browse and shop, so technologies have to be intuitive and straightforward.” useful is the new cool MIKE MCNAMARA Tesco - Chief Information Officer
- 16. Let’s look at where we have been…
- 18. ........................................................................................................................................................................................................................................................................ Muscle Milk - Shaq Bottle Video: https://www.youtube.com/watch?v=tl2MV8AtvQg
- 19. ........................................................................................................................................................................................................................................................................ Häagen-Dazs - Concerto Video: https://www.youtube.com/watch?v=vYJWifof8vY
- 21. ........................................................................................................................................................................................................................................................................ Heinz Ketchup - Recipe Book Video: https://www.youtube.com/watch?v=GbplSdh0lGU
- 23. ........................................................................................................................................................................................................................................................................ Yupik - AR Packaging Video: https://vimeo.com/89242250
- 26. So…what’s next?
- 27. “Phygital” layers powered by context. ! TIME LOCATION WEATHER GENDER PURCHASES OPEN GRAPH ETC.
- 28. product package demographics location weather time & date current events Likes, interests past purchase history loyalty contextual filters brand desires & consumer needs appropriate intelligent packaging experience possible responses nutrition & dietary info commerce & offers localization UGC instructions entertainment cross-sells social sharing support image recognition smartphone smartwatch HoloLens etc.
- 31. ........................................................................................................................................................................................................................................................................ Godiva - Conceptual Salty Carmel 97% chance you’ll love it!
- 32. ........................................................................................................................................................................................................................................................................ Godiva - Conceptual Peanut Butter Truffle 97% chance you’ll love it!
- 34. CAN I GRILL IT? Kingsford Charcoal - Conceptual
- 35. Nestlé - Very Best Baking Prototype
- 36. Burton Snowboards - Conceptual
- 37. Homage - The Story Behind the Shirt Prototype
- 38. Magic Leap/Microsoft HoloLensMicrosoft HoloLens/Magic Leap
- 39. OK…let’s wrap it up!
- 40. DELIVER REAL-TIME BRAND GUIDANCE Consumers demand instant brand guidance in the form of descriptions, reviews and demonstrations. Technologies, like image recognition and augmented reality, make it possible for brands to deliver richer and more in-depth brand information and experiences.1.
- 41. ENHANCE THE EXPERIENCE WITH CONTEXT Context is the key to delivering a personalized experience. Those who factor in a consumer’s location, time of day, or even the weather, and tailor the message or experience accordingly will reap the benefits.2.
- 42. CONNECT BRAND TOUCHPOINTS SEAMLESSLY ! Deliver one core message and seamless brand experience across all channels to maximize spend, consolidate brand identity and deliver a consistent customer experience.3.
- 43. For more information about Intelligent Packaging or to discuss a project please contact: Dan Shust dshust@resource.com Twitter: @getshust Web: resourceammirati.com Thanks! Questions?