Despite digitalization, we will always continue to use physical items: products with accompanying packaging. Combine augmented reality with packaging, and new marketing opportunities arise! Add digital content, extra information, advice, or entertainment via the packaging.
Interactive packaging and additional information
Driven by environmental considerations, among others, efforts are being made to make packaging increasingly smaller and more sustainable. This means less space for information, while guidelines and obligations regarding the provision of information by manufacturers are becoming increasingly strict. Augmented reality technology offers a good solution for this; add a digital layer to the packaging! This way, you can provide a lot of extra information, even in different languages, or offer special deals or discounts.
According to research, one of the emerging trends in the packaging world will be smart and interactive packaging. The number of smartphone users is expected to nearly double in 2021 (from 3.4 billion to 6.3 billion). This therefore offers opportunities!
However, in addition to the possibility of providing virtually unlimited information on a small package, AR offers many more positive benefits.
AH product information app
Interactive packaging and brand awareness/loyalty
According to the Global Packaging Trend Report 2017, the probability of selling to an existing satisfied customer is 14 times higher than the probability of selling to a new customer. It is therefore essential to engage and retain existing customers.
With augmented reality on the packaging, it becomes interactive; you can truly bring a product to life and surprise your customer. The ‘wow factor’ of AR is still high; the experience can linger for a long time and be shared with others.
Additionally, you can provide your customer with extra information, for example about the origin of the product, the history of your company, or nutritional values and additional product information. This way, you build not only brand awareness but also brand loyalty.
Bombay app
Interactive packaging and product visualization
With augmented reality on the packaging, you can visualize the product for the customer. Examples of this include LEGO boxes, where the contents can be displayed in an augmented animation when scanning the packaging.
It is also possible to display a virtual manual directly from the packaging to explain the use and functionality of a product. Visualization enhances the customer experience, and the manual will be understood more quickly by the customer.
Lego app
Interactive packaging and social media engagement
By using a photo feature, for example, you add a social element to the packaging. This allows you to easily share the product on social media, whether or not by using an incentive. A nice example of this is Coca-Cola’s ‘Share a Coke’ campaign. This gave Coca-Cola a lot of extra exposure because the cans and bottles were shared en masse on social media.
Such a campaign increases social engagement and strengthens the connection with the brand. In turn, this increases the likelihood of a purchase and encourages repeat purchases.
Share a Coke