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Beyond the Shelf - The Power of Intelligent Packaging

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Beyond the Shelf - The Power of Intelligent Packaging

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As the line between physical and digital continues to erode, brands have the opportunity to re-examine the concept of packaging. Where does it start and stop? What could intelligent packaging tell you if it knew more about you? Could it learn or morph its form and content based on its location? Resource/Ammirati CTO Dan Shust examines the possibilities as we enter the era of the digital die line.

As the line between physical and digital continues to erode, brands have the opportunity to re-examine the concept of packaging. Where does it start and stop? What could intelligent packaging tell you if it knew more about you? Could it learn or morph its form and content based on its location? Resource/Ammirati CTO Dan Shust examines the possibilities as we enter the era of the digital die line.

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Beyond the Shelf - The Power of Intelligent Packaging

  1. 1. beyond the shelf The power of intelligent packaging 
 #smartpkg ! ! Dan Shust Chief Technology Officer Resource/Ammirati
  2. 2. What makes for great packaging?
  3. 3. It can protect.
  4. 4. It can clearly communicate its contents.
  5. 5. Or just give you a hint to its contents.
  6. 6. Or just give you a hint to its contents.
  7. 7. It can just be fun.
  8. 8. Even with all the great packaging out there, we still have a problem.
  9. 9. 70% of consumers think retailers could do more to make traditional shopping better. eMarketer 70 %
  10. 10. 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 %
  11. 11. A brand’s impact increases by 30% if packaging design engages one additional sense. Faraday Centre for Retail Excellence 30 %
  12. 12. …and by 70% if three senses are integrated. Faraday Centre for Retail Excellence 70 %
  13. 13. “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
  14. 14. WEBSITE APP LAYER “PHYGITAL”?
  15. 15. Let’s look at where we have been…
  16. 16. ........................................................................................................................................................................................................................................................................ Walmart Virtual Toy Store/Pattex Packaging
  17. 17. ........................................................................................................................................................................................................................................................................ Muscle Milk - Shaq Bottle Video: https://www.youtube.com/watch?v=tl2MV8AtvQg
  18. 18. ........................................................................................................................................................................................................................................................................ Häagen-Dazs - Concerto Video: https://www.youtube.com/watch?v=vYJWifof8vY
  19. 19. ........................................................................................................................................................................................................................................................................ 20LEGO - Digital Box Kiosk
  20. 20. ........................................................................................................................................................................................................................................................................ Heinz Ketchup - Recipe Book Video: https://www.youtube.com/watch?v=GbplSdh0lGU
  21. 21. ........................................................................................................................................................................................................................................................................ 22Yupik - AR Packaging
  22. 22. ........................................................................................................................................................................................................................................................................ Yupik - AR Packaging Video: https://vimeo.com/89242250
  23. 23. ........................................................................................................................................................................................................................................................................ Amazon Mobile App
  24. 24. ........................................................................................................................................................................................................................................................................ Amazon Fire Phone w/ Firefly Button
  25. 25. So…what’s next?
  26. 26. “Phygital” layers powered by context. ! TIME LOCATION WEATHER GENDER PURCHASES OPEN GRAPH ETC.
  27. 27. product package demographics location weather time & date current events Likes, interests past purchase history loyalty contextual filters brand desires & consumer needs appropriate intelligent packaging experience possible responses nutrition & dietary info commerce & offers localization UGC instructions entertainment cross-sells social sharing support image recognition smartphone smartwatch HoloLens etc.
  28. 28. ........................................................................................................................................................................................................................................................................ IBM - Shopping App Prototype
  29. 29. ........................................................................................................................................................................................................................................................................ Next Glass
  30. 30. ........................................................................................................................................................................................................................................................................ Godiva - Conceptual Salty Carmel 97% chance you’ll love it!
  31. 31. ........................................................................................................................................................................................................................................................................ Godiva - Conceptual Peanut Butter Truffle 97% chance you’ll love it!
  32. 32. Coffee-mate - Conceptual
  33. 33. CAN I GRILL IT? Kingsford Charcoal - Conceptual
  34. 34. Nestlé - Very Best Baking Prototype
  35. 35. Burton Snowboards - Conceptual
  36. 36. Homage - The Story Behind the Shirt Prototype
  37. 37. Magic Leap/Microsoft HoloLensMicrosoft HoloLens/Magic Leap
  38. 38. OK…let’s wrap it up!
  39. 39. 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.
  40. 40. 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.
  41. 41. 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.
  42. 42. For more information about Intelligent Packaging 
 or to discuss a project please contact:
 Dan Shust dshust@resource.com Twitter: @getshust Web: resourceammirati.com Thanks! Questions?

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