The Future of Consumer Interaction via Packaging

Transcription

1 The Future of Consumer Interaction via Packaging by: Dr Brian Weeks Managing Director

2 Signposts Interactivity -what s driving it? Options for delivering interactivity using smart devices and the Internet On-pack Off-pack How the new developments will change the game for brand owners

3 The consumers of the future will expect & demand choice, but that choice will be more between different emotional worlds than between different product features Robert Jones The Big Idea

4 The Major Challenge TOUGH COMPETITION IN THE AISLES -YOU NEED TO STICK OUT TO BE SEEN

5 What matters for Brands & Retailers 1. Stimulate, influence, delight & entice the consumer to buy with just seconds for the purchase decision 2. Communicate the brand promise 3. The segment of one -acquire additional relevant information about their customers

6 Moving from Physical to Digital...new terminology is being invented to describe things that have never been described before Phablets Articulated NaturalityWeb (ANW) 2014 Interactive Product Solutions Ltd

7 The Physical & Digital Worlds are merging The Real World Display Sound Sensing The Digital World Information Action Entertainment Printable Electronics NFC & RFID Watermarks Augmented Reality 2012 Interactive Product Solutions Ltd

8 New Reality Experiences..viewing computer graphics & information embedded in the real-world

9 The Cloud Smart Phones sensory game changers Speaking Vision Listening Touch All connected to the Internet or not, as required Location Smell AutoId (NFC)

10 Adult Consumers & Mobile Devices Instant messaging, photo-sharing, mapping, music, personal health, location based &augmented reality apps used more on mobiles than tablets TV, shopping, book readers, film &cinema apps more heavily used on tablets Only 6% of adults claim to have NFC (Near Field Communication) on their phone BUT 26% do not know if they have or have not got NFC on their phone Source IPA TouchPoints2014

11 Adult Consumers & Mobile Devices % of Adults Locating places using GPS Looking for local deals, offers & vouchers Reading /scanning QR codes % Augmented reality i.e.enhanced engagement Source IPA TouchPoints2014

12 The Internet of Things (IoT) Over 20% of objects will interact with a smartphone by 2018: Source Gartner Connectivity to collect data, integrate and interpret & initiate decisions/actions In-built sensory networks will creates innovation & growth in M2M technologies Markets emerging: Home/buildings; Healthcare; Wearables, Smart Energy

13 Can people actually read the pack? Inability to read or understand the printed word Literacy:» 1.7m UK adults literacy levels below 11 year old Multicultural World:» 6.5m people (10% ) of UK population with English as a second language Blindness:» By age 65, 1 in 12 have permanent sight loss In % of population aged 65+ >40% of people respond better to visual information than text alone* *source Zabisco

14 HOW TO DELIVER INTERACTIVITY by making the pack work harder.....has to be green sustainable & low cost

15 Interactivity Options OPTION 1 Off-Pack A digital experience triggered in some way by an ACTION CODE on the pack OPTION 2 On-Pack Functional devices on-packs

16 OPTION 1 Off-Pack Interactivity A digital experience triggered in some way by an ACTION CODE on the pack

17 On pack triggers 2D/QR Codes Digital Watermarking Image Recognition (e.g. logo or product picture) NFC/ prfid Printed electronically active codes Smart Phone Banner Adverts v v SMS MMS

18 On pack triggers 2D/QR Codes Image Printed Digital VISION-based Recognition NFC/ prfid electronically Watermarking (e.g. logo or NFC-based Touch-based active codes product picture) Smart Phone Banner Adverts v v SMS MMS

19 Alternative Content.MPEG Video etc Animation.PDF A Quiz Question The Interactive Consumer Experience A Reality Experience e.g. receive a coupon/win a prize, an interactive game A Virtual Reality Experience An Augmented Reality Experience e.g. try something on An ANW Experience e.g. provides intelligent, relevant information about the scene in front of you On pack triggers 2D/QR Codes Digital Watermarking Image Recognition (e.g. logo or product picture) NFC/ prfid Printed electronically active codes Smart Phone Banner Adverts v v SMS MMS

20 OPTION 2 On-Pack Interactivity Functional devices on packs

21 Vision-based

22 Seeing what s on the pack or recognising the pack itself? Case Study Invisible Printed triggers Digital Watermarks Natural features, even shape QR code Easily visible Known operation BUT occupies space

23 ARM & HAMMER Flowers Coupon Offer Case Study Purchase 2boxes of Baking Soda & submit receipts & a photo using a smart phone to receive a $10 coupon from Flowers.com No form filling, photocopying receipts &no sending in submissions by post

24 NFC-based

25 NFC/ Contactless RFID tags for touch activated packs & posters

26 Touch-based

27 Angry Birds Case Study Changes the play in one of 4 ways - Throw pigs not birds!

28 Touch Transfer Technology enabled Interactive Packaging Touch Transfer Technology (aka 3T) is a printed feature specifically designed to facilitate consumer interaction with packaged goods It works by the consumer holding the packaging on any touchscreen device The consumer chooses where to touch and what is triggered when e.g. remote information interactive games mobile coupons or time dependent promotional offers The consumer can even go further and use the pack itself as a navigator screen mouse with click & go functions This makes for a personalised, responsive &holistic consumer experience by using a branded connector to access the Digital Space

29 ...bringing things alive or SPEAK For the young or literacy impaired

30 The Cloud Smart Phones sensory game changers Listening Where next Vision Touch for smart All connected to the Internet or not, as required devices? Speaking Smell AutoId (NFC)

31 Plug-in Sensors to enhance smart device performance for EPC Gen2 RFID Tags

32 FoilCapTag Counting & authentication in bulk by exploiting metal on bottles caps to enable long read range (>10m) Compatible with EPC Gen 2 RFID global standards

33 Printed on-pack devices Printed devices & logic circuits that introduce intelligence &interactivity into a wide range of products and applications, in form factors that are not possible using traditional silicon devices

34 Printed electronics components & devices Sub-Components & Finished Devices Passives Printed Circuit Boards Sound Actives prfidtag O-TFT Display Backplanes Power Sources Capacitor RF Antenna Piezoelectric OLED Pressure Sensor PV Cell Resistor Inductor Conductors Solder joints Diode Electrochromic Display Electrophoretic Display Memory Transistor EL Display Temperature Sensor Biosensor Vibration Sensor Battery Membrane Switch Optical Switch

35 Printed on-pack devices Numerous companies involved Labels Displaying Temperature Labels Displaying Freshness

36 Inferring emotions Whatever next? assessing how quickly a person types & the mistakes made or by using cameras to read the mood on a face Understanding the environment Heat, humidity & pressure sensors provide readings of environmental conditions related to a person s exact location Looking through the pack to assess the condition/quality of a product itself Using our own bodies to sense our physical condition & get the phone to tell us what food we should eat next!

37 Summary.never say never...bringing just things ask alive when will it be the right time?

38 For further information Dr Brian Weeks Managing Director Tel: +44 (0)