The third annual survey on connected packaging, conducted by Creative technology studio Appetite Creative and Domino Printing Sciences, reveals a sustained interest in this innovative approach. According to the findings, 82% of respondents have embraced connected packaging, showing a significant increase from previous years’ surveys.
Over the last 12 months, there have been notable changes in the barriers associated with using connected packaging. Issues such as technology knowhow, data handling, application knowledge, and readiness are now at the forefront of concerns for businesses. Despite this, only a small percentage (9%) feel that connected packaging is not a business necessity this year, showcasing a shift in priorities compared to previous surveys.
The importance of connected packaging lies in informing product and marketing decisions, fostering direct customer interaction, data collection, and customer education. While sustainability is also a key consideration, it lags behind in terms of priority for businesses.
Investment in digital marketing has significantly increased year-on-year, with 96% of respondents planning to allocate funds towards this channel. When it comes to connected packaging campaigns, a slight decrease in planned spending has been observed, with emphasis shifting towards investments between $15,000 to $30,000.
Looking ahead, the relevance of connected packaging is expected to grow, with 80% of respondents believing it will play a crucial role in the packaging industry in the coming months. The focus will be on leveraging connected packaging to access valuable data, drive customer loyalty, promote sustainability, engage younger audiences through gamification, and comply with legislative changes.
While the perception of connected packaging as a sustainability enhancer has slightly decreased, the majority of respondents still view it as a valuable tool for improving a company’s sustainability credentials.
Jenny Stanley, managing director at Appetite Creative, highlights the increasing value of data collection through connected packaging in light of evolving privacy regulations. Similarly, Craig Stobie, director global strategic sectors at Domino, notes a rising interest in deploying connected experiences in areas such as the circular economy and stock management.
To delve deeper into the survey findings, Appetite Creative is hosting an online webinar today at 10:30am CET. Industry experts from AIPIA, Domino, Tetra Pak, and Amazon will participate in the discussion.
