{"id":1946,"date":"2024-10-22T11:11:18","date_gmt":"2024-10-22T09:11:18","guid":{"rendered":"https:\/\/membi.net\/?p=1946"},"modified":"2024-10-22T12:05:19","modified_gmt":"2024-10-22T10:05:19","slug":"digitalizacion-del-packaging-y-los-codigos-qr","status":"publish","type":"post","link":"https:\/\/membi.net\/en\/digitalization-of-packaging-and-qr-codes\/","title":{"rendered":"Digitalization of Packaging: and QR codes that nobody cares about."},"content":{"rendered":"

We live in an era where digitalization of packaging is more than just a trendy buzzword\u2014it\u2019s becoming an essential strategy for brands looking to innovate, engage, and streamline operations. But before we dive into all the cutting-edge technologies and exciting possibilities, let\u2019s address the elephant in the room: QR codes.<\/p>\n\n\n\n

Yes, you read that right \u2014please stop using QR codes to send consumers to your company\u2019s homepage<\/strong>. It\u2019s like the digital equivalent of a highway billboard saying \u201cGoogle us\u201d\u2014completely uninspired and frankly, annoying. That is not the digitalization of packaging<\/strong>. Nobody in 2024 wants to whip out their phone to be redirected to your corporate site when they just wanted to know more about the product in front of them. Consumers want something more interactive, engaging, and valuable. If you\u2019re looking to \u201cdigitally\u201d enhance your packaging, the first step is to set a clear objective, and, spoiler alert, a QR code isn\u2019t it.<\/p>\n\n\n\n

Let\u2019s Talk Real Digitalization <\/strong><\/p>\n\n\n\n

The digitalization of packaging should start with a clear objective. Are you trying to engage with customers in a meaningful way? Gather valuable data? Improve supply chain transparency? Reduce waste? Maybe all of the above? The key is defining what success looks like and aligning your digital packaging strategy accordingly.<\/p>\n\n\n\n

Setting the Objective<\/strong><\/p>\n\n\n\n

Let\u2019s say your goal is to increase customer engagement and loyalty. Sounds simple enough, right? But how do you actually do that with a cardboard box or a juice bottle? Enter smart packaging technologies, which go beyond QR codes. NFC (Near Field Communication), RFID (Radio Frequency Identification), AR (Augmented Reality), and even blockchain can turn a standard package into a powerful tool for interaction.<\/p>\n\n\n\n

\"Digitalization
Source: 19 Crimes wine<\/figcaption><\/figure>\n\n\n\n

Example: AR-Powered Storytelling<\/strong><\/p>\n\n\n\n

Take a look at a brand like 19 Crimes Wine. They didn\u2019t just slap a QR code on the label and call it a day. They used AR technology to bring their historical characters to life, turning an ordinary wine bottle into a storytelling experience. Consumers could point their phones at the label and watch the characters tell their backstory in an engaging and interactive way. The result? A memorable brand experience that resonated with consumers far beyond the initial purchase.<\/p>\n\n\n\n

If you want to know more about 19 Crimes wine, Click here.<\/a> <\/p>\n\n\n\n

Tech Talk: What\u2019s Available Today?<\/strong><\/p>\n\n\n\n

So, what kind of technologies can we use to make packaging genuinely smart and interactive? Let\u2019s break it down:<\/p>\n\n\n\n

\u2022\tNFC and RFID: These technologies allow for proximity-based interactions. For example, tapping your phone on a product could provide you with real-time information about its origin, freshness, or even tailored offers.<\/p>\n\n\n\n

\u2022\tAugmented Reality (AR): AR can create immersive brand experiences by allowing consumers to visualize products, games, or interactive content. Think about a cereal box that turns into a fun, digital playground or a skincare brand that offers virtual tutorials by scanning the packaging.<\/p>\n\n\n\n

\u2022\tBlockchain: Blockchain is becoming increasingly important for industries like food and pharmaceuticals, where supply chain transparency is crucial. Digitalized packaging could allow customers to trace a product\u2019s entire journey from farm to shelf, enhancing trust and loyalty.<\/p>\n\n\n\n

\u2022\tSmart Labels: Packaging with embedded sensors can monitor a product\u2019s condition in real-time, providing both the consumer and the manufacturer with valuable data on freshness, temperature, and even tampering.<\/p>\n\n\n\n

\"Digitalization
Source: 19 Crimes wine<\/figcaption><\/figure>\n\n\n\n

Strategy Before Technology<\/strong><\/p>\n\n\n\n

Now that we\u2019ve geeked out over the tech, let\u2019s remember one important fact: the technology itself is not the solution. The solution comes from setting clear goals<\/strong> and developing a strategy to achieve them<\/strong>. Without a solid strategy, even the fanciest tech is just window dressing.<\/p>\n\n\n\n

Here\u2019s an example: Suppose you want to reduce waste in your packaging while increasing customer engagement. Your objective is clear. You then create a smart packaging solution with embedded sensors that monitor freshness. When the product reaches a certain age, it triggers a promotion, offering the customer a discount if they return it for recycling. At the same time, your sensors send data back to the company, helping optimize the supply chain and reduce waste in future production.<\/p>\n\n\n\n

The strategy here is twofold: incentivize customer behavior and collect valuable data to refine your processes. The technology (smart sensors, data analytics, etc.) is simply the means to achieve that strategy.<\/p>\n\n\n\n

Let\u2019s Get Controversial: QR Codes, No More!<\/strong><\/p>\n\n\n\n

If your idea of digital packaging is a QR code sending someone to your website, you\u2019ve missed the point entirely. Digital packaging isn\u2019t just about linking to more content; it\u2019s about creating experiences and solving problems in a smart, intuitive way. A QR code leading to a homepage is the packaging equivalent of a fax machine\u2014it had its moment, but it\u2019s not what the future is about.<\/p>\n\n\n\n

Instead, think of packaging as an interactive experience, a tool that builds customer loyalty, gathers data, and promotes sustainability. That\u2019s where digitalization truly shines.<\/p>\n\n\n\n

Conclusion: Objective First, Strategy Second, Tech Third<\/strong><\/p>\n\n\n\n

The digitalization of packaging is exciting, but it\u2019s not about jumping on the latest tech bandwagon just for the sake of it. The future belongs to brands that set clear objectives\u2014whether it\u2019s reducing waste, enhancing engagement, or gathering data\u2014and then develop strategies to achieve those goals using the right technology.<\/p>\n\n\n\n

So next time you think about slapping a QR code on your packaging, take a deep breath and ask yourself: Is this really advancing my brand\u2019s digital strategy? If not, it\u2019s time to rethink the entire approach.<\/a><\/p>\n\n\n\n

<\/p>","protected":false},"excerpt":{"rendered":"

Vivimos en una era en la que la digitalizaci\u00f3n del packaging es m\u00e1s que una moda: se est\u00e1 convirtiendo en una estrategia esencial para las marcas que buscan innovar, atraer y agilizar sus operaciones. Pero antes de sumergirnos en todas las tecnolog\u00edas de vanguardia y las posibilidades que brindan, abordemos un temita: los c\u00f3digos QR […]<\/p>","protected":false},"author":2,"featured_media":1947,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[1,23],"tags":[],"class_list":["post-1946","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all","category-insights"],"_links":{"self":[{"href":"https:\/\/membi.net\/en\/wp-json\/wp\/v2\/posts\/1946","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/membi.net\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/membi.net\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/membi.net\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/membi.net\/en\/wp-json\/wp\/v2\/comments?post=1946"}],"version-history":[{"count":2,"href":"https:\/\/membi.net\/en\/wp-json\/wp\/v2\/posts\/1946\/revisions"}],"predecessor-version":[{"id":1954,"href":"https:\/\/membi.net\/en\/wp-json\/wp\/v2\/posts\/1946\/revisions\/1954"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/membi.net\/en\/wp-json\/wp\/v2\/media\/1947"}],"wp:attachment":[{"href":"https:\/\/membi.net\/en\/wp-json\/wp\/v2\/media?parent=1946"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/membi.net\/en\/wp-json\/wp\/v2\/categories?post=1946"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/membi.net\/en\/wp-json\/wp\/v2\/tags?post=1946"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}