beyond the shelf - the power of intelligent packaging
TRANSCRIPT
beyond the shelf The power of intelligent packaging
#smartpkg
!!
Dan Shust Chief Technology Officer
Resource/Ammirati
What makes for great packaging?
It can protect.
It can clearly communicate its contents.
Or just give you a hint to its contents.
Or just give you a hint to its contents.
It can just be fun.
Even with all the great packaging out there, we still have a problem.
70% of consumers think retailers could do more
to make traditional shopping better.
eMarketer
70%
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%
A brand’s impact increases by 30% if
packaging design engages one additional sense.
Faraday Centre for Retail Excellence
30%
…and by 70% if three senses are integrated.
Faraday Centre for Retail Excellence
70%
“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
WEBSITE APP LAYER“PHYGITAL”?
Let’s look at where we have been…
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Walmart Virtual Toy Store/Pattex Packaging
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Muscle Milk - Shaq Bottle
Video: https://www.youtube.com/watch?v=tl2MV8AtvQg
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Häagen-Dazs - Concerto
Video: https://www.youtube.com/watch?v=vYJWifof8vY
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20LEGO - Digital Box Kiosk
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Heinz Ketchup - Recipe Book
Video: https://www.youtube.com/watch?v=GbplSdh0lGU
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22Yupik - AR Packaging
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Yupik - AR Packaging
Video: https://vimeo.com/89242250
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Amazon Mobile App
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Amazon Fire Phone w/ Firefly Button
So…what’s next?
“Phygital” layers powered by context. !
TIME LOCATION WEATHER GENDER
PURCHASES OPEN GRAPH
ETC.
product package
demographics
location
weather
time & date
current events
Likes, interests
past purchase history
loyalty
contextual filtersbrand desires & consumer needs appropriate
intelligent packaging experience
possible responses
nutrition & dietary info
commerce & offers
localization
UGC
instructions
entertainment
cross-sells
social sharing
support
image recognitionsmartphone
smartwatch
HoloLens
etc.
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IBM - Shopping App Prototype
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Next Glass
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Godiva - Conceptual
Salty Carmel 97% chance you’ll love it!
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Godiva - Conceptual
Peanut Butter Truffle
97% chance you’ll love it!
Coffee-mate - Conceptual
CAN I GRILL IT?
Kingsford Charcoal - Conceptual
Nestlé - Very Best Baking Prototype
Burton Snowboards - Conceptual
Homage - The Story Behind the Shirt Prototype
Magic Leap/Microsoft HoloLensMicrosoft HoloLens/Magic Leap
OK…let’s wrap it up!
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.
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.
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.
For more information about Intelligent Packaging or to discuss a project please contact:
Dan Shust [email protected] Twitter: @getshust Web: resourceammirati.com
Thanks! Questions?