With the rise of smart and connected packaging, we speak with Cameron Worth from creative agency SharpEnd to explore what it is that people look for when it comes to their connected products.

“ The adoption of connected packaging will largely be driven by two things - brand experience (the person deploying connected packaging) and the user experience (the person engaging with the products). ” – Cameron Worth, Founder of SharpEnd

With so many variables to consider when it comes to smart and connected packaging, it’s important that an IoT platform is “secure, reliable, scalable and straightforward”, according to Cameron, the founder of London-based IoT agency SharpEnd, and a 2022 Pentawards Judge.

With an aim to drive awareness, SharpEnd dug deep into what end-users are looking for from their connected products in their definitive annual study of why people engage with smart packaging.

Through this extensive research, SharpEnd established the ‘experience pillars’, the five key aspects that need to be considered when it comes to connected packaging.

The key elements required by consumers are ease of use and benefits of information.

Experience Pillars

SharpEnd discovered that consumers will most likely engage with the product if it offers: instructions on how to set up or use it, recipe ideas for food products, money-off vouchers or exclusive discounts, the ability to learn how to dispose of / recycle the product, the opportunity to find out how the product is made (provenance) and easy access to customer support.

When it comes to brands, “ Connected experiences offer unlimited ways to engage with consumers on their terms ” says Charis Marquez, Vice President of Fashion eBay , “ Connected experiences bring products to life. They humanize products and give them a personality by allowing for two-way communication between the product and its’ user ”.

Furthermore Connected Packaging will play a key role in addressing sustainability goals. With the amount of information accessible, consumers can truly understand the lifetime value and lifecycle of a product as well as how to correctly dispose of the packaging once finished.

Smart & Connected Packaging Examples

Below SharpEnd share some key examples of their connected packaging portfolios as well as a few wider industry examples.

Clinique

Clinique’s latest release of Moisture Surge skincare was connected via an NFC chip embedded in the product’s primary packaging.

The global campaign, fronted by Emilia Clarke, enabled users to undertake a skin health analysis with an interactive survey function, the connected experience would then provide bespoke recommendations and content for optimal skincare.

Find out more here.

Levi’s

Denim pioneers, Levi’s, chose their collaboration with fashion label, GANNI, as an opportunity to showcase Connected Clothing with the world’s first pair of rental-only jeans.

By tapping the NFC-enabled backpatch, ‘GANNI girls’ were taken through to an exclusive platform full of useful content. This included product care information, story-based production information, bespoke Instagram filters and interactive campaign elements such as the chance to upload a love letter to the community.

Find out more here.

Yeo Valley

Yeo Valley, UK’s largest organic brand, digitised their whole portfolio by printing QR Codes on the label of 300m products.

By scanning the QR code, consumers could access different content depending on the product and time of the day, such as breakfast recipes in the morning and baking recipes in the afternoon. Consumers could also learn eco-information about the brand and how to recycle the products.

Find out more here.

Wider Industry Examples:

Michael Kors

To celebrate his 40th anniversary, Michael Kors released a special MK40 Reissue Capsule featuring QR code technology that directs customers to a microsite to find out more about the piece, including archival photos, anecdotes, and videos.

Commenting on the collection, Michael Kors said in a statement: “ The MK40 Reissue Capsule combines timeless fashion, modern technology and a little bit of storytelling all at the same time. When you scan the QR code, you’ll be able to connect with the garment’s history and have a piece of that story right in your closet. ”

Find out more here.

Pringles

Scan Pringles’ packaging and get a chance to win a voucher.

Pringles is currently running a year-long promotional campaign. To enter the competition, scan the QR code on the packaging and enter the unique 12 digits at the bottom of each Pringles can. Users get a chance to win a £30 voucher.

Find out more here.

Cameron Worth, Founder of SharpEnd

You can read more about SharpEnd’s definitive annual report on why people engage with connected packaging here, or find out more about the agency via the website.