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

Facebook

Twitter

Augmented

Reality

Own

social

media

profile

Gaming

Step 3: Scan and link from the package to different online owned-media formats

OBSERVATION 4

……

Pinterest

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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/