DIGITAL PACKAGING TOOLBOX - IOP - HOW IT WORKS VERSION 2 MATTHIAS GIEBEL 05-09-2018 LONDON
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DIGITAL PACKAGING TOOLBOX - IoP – how it works Version 2 Matthias Giebel 05-09-2018 │ London
OBSERVATION 4
"Real" smart packaging means
Internet of Packaging (IoP)
Internet of Things (IoT)
Landscape 2018
IoP enables interaction with and between customers
2
OBSERVATION 4
"Real" smart packaging means
Internet of Packaging (IoP)
IoT IoP
Units 50 billion (50.000.000.000) 3.5 trillion (3.500.000.000.000)
Hardware Active hardware per unit Passive hardware per unit
Development Constantly growing Constantly renewed
Connectivity Continously connected Event based connectivity
Lifetime High cost, long lifetime Low cost, short lifetime
Interaction Machines interact Humans and machines interact
• 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
Source: Kezzler 3
OBSERVATION 4
IoP platforms identified and evaluated;
contact persons interviewed
Bart Boers Judy Moon
Sales Manager Europe VP, Inside Sales, Customer Success
https://kezzler.com/ https://evrythng.com/
Mateja Benjak
Partnerships Manager https://www.qliktag.com
https://www.blippar.com/
Cameron Worth Martin Stahel
Founder and CEO Sales Director
https://io.tt/ http://www.zappar.com/
Grischa Bender
SDR EMEA https://www.mnstr.com/en/
https://www.thinfilmnfc.com/
Netta Kailler Yann Quinche
Marketing Manager Business Development Manager
https://www.water-io.com/ http://talkinthings.com/
Ari Salonen
CEO, Co-founder
http://www.magicadd.com/
4
OBSERVATION 4
"Real“ smart packaging means
Internet of Packaging (IoP)
How it works
Motivate user with
incentives to login
Collect and analyse and share their
usage data personal data (who)
Scan and link from the (where and when,
package to different not personalized)
online owned-media
formats
Get the right tool
for the scanning
Identify code
on the packaging
1. 2. 3. 4. 5.
IoP enables interaction with and between customers
5
OBSERVATION 4
Step 1:
Identify code on the packaging
NFC
QR code
Barcode
Zapcode
Invisible digimarc
barcode
6
OBSERVATION 4
Step 2:
Get the right tool for the scanning
Third party Brand-owner
App-less app app
• Built-in code reader • Popular apps are often • Usually not pre-
• (usually) no need to already installed on installed on the
download an app the users smartphone users smartphone
• QR code reader integrated (for e.g. Shazam) • Need for app
in iPhone Camera App • Medium barrier installation –
• QR code reader built for usage higher barrier
into most android for usage
smartphones
• Low/no barrier
for usage
7OBSERVATION 4
Step 3: Scan and link from the package
to different online owned-media formats
YouTube
Gaming
Own
social Loyalty-
media Program
profile
… …
Pinterest
Facebook
Twitter
Augmented
Reality
8OBSERVATION 4
Step 3: Scan and link from the package
to different online owned-media formats
Example
YouTube
• Link to Onlinevideo-Content
• Show self produced brand-
or informational-content
https://www.youtube.com/watch?v=uxXZ_uEVr9c
9OBSERVATION 4
Step 3: Scan and link from the package
to different online owned-media formats
Example
Link 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
10OBSERVATION 4
Step 3: Scan and link from the package
to different online owned-media formats
Example
Augmented-Reality
• 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)
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
https://www.youtube.com/watch?v=qcoPlvhi_LI&feature=youtu.be
https://www.youtube.com/watch?time_continue=11&v=qcoPlvhi_LI
11OBSERVATION 4
Step 4: Collect and analyse the not
personalized usage data (where and when)
Impersonalized usage-data How do we get a profile
can be analysed of our customer?
Where, when and how many Friends
Phone
Title
Name
Age
Profession
Interests
Address
Member-
ships
Source: Kezzler 12OBSERVATION 4
Step 5: Motivate user with incentives to login
and share their personal data
Offer something they are willing to
“pay for“ with their data Get a profile of our customer!
Friends
Phone
Title
Name
Age
Profession
Interests
Address
Member-
ships
Source: Kezzler 13OBSERVATION 4
Step 5: Motivate user with incentives to login
and share their personal data
Example
Oreo
• Customers can design their
own packaging
• Customer has to enter personal
data in order to get the
personalized package delivered
14OBSERVATION 4
Step 5: Motivate user with incentives to login
and share their personal data
Example
DM 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/
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