Seeking consumer engagement, brands turn to tech-integrated packaging
Implications - Adding an interactive element to the purchasing process, brands are turning to mobile apps and mobile technology to encourage consumer engagement. Transforming candy wrappers and fast food packaging into augmented experiences and digital games, brands are seeking to not only connect with a generation consumed by technology, but also create a more memorable consumer-brand experience.
Trend Themes
1. Interactive Packaging - The integration of mobile apps and technology in packaging to encourage consumer engagement and interaction.
2. Augmented Reality - Using augmented reality to enhance consumer-brand experience.
3. Smart Packaging Technology - Utilizing smart packaging technology, such as NFC tags and embedded digital watermarks, for real-time customization and product promotion.
Industry Implications
1. Consumer Packaged Goods - Smart, interactive packaging technology can improve consumer engagement and product promotion.
2. Retail Industry - Connected packaging can improve supply chain management, while point-of-sale scanning can benefit consumers.
3. Entertainment Industry - Augmented reality can bring toys and figurines to life, creating a more interactive and imaginative playtime.
