Westrock, Everything and Digimarc launch connected packaging solution at NRF2017by Christian Maeder January 18, 2017
WestRock unveiled a connected packaging solution for smart products that combines Digimarc’s enabled barcode technology, with EVRYTHNG’s IoT Smart Products Platform to bring embedded, real time, connected digital intelligence to billons of WestRock packages, in-store signs and displays produced annually.
WestRock’s Connected Packaging Solutions, developed through a collaboration between WestRock, EVRYTHNG and Digimarc, will be demonstrated at the National Retail Federation’s (NRF) Annual Convention & EXPO, nicknamed “Retail’s BIG Show”.
As part of this smart packaging collaboration for paper-based consumer packaged goods (CPG) products, WestRock, a leading provider of differentiated paper and packaging solutions, will print Digimarc Barcodes that can be scanned by smartphones, point of sale scanners, and other machine vision devices. Digimarc Barcodes are essentially invisible barcodes repeated across the entire surface of packages and other media. These ‘digital triggers’ are integrated with the EVRYTHNG market-leading IoT Platform, giving each physical package a unique Active Digital Identity (ADI) and data profile in the cloud.
“This integration is so much more than connecting packaging to the internet,” said Craig Gunckel, President, WestRock’s Enterprise Solutions and Displays business segments. “It’s really about bringing new levels of real-time interactivity to paper based consumer packages globally. The combination of smart packaging, powered by smart software in the cloud, makes literally billions of packaged goods more intelligent, more interactive, more trackable and more valuable to CPG companies and their customers.”
According to SmithersPira, the intelligent package market is expected to be worth over $2 billion by 2021, with expected growth to be at least 18% annually. Connected packaging offers many advantages over current conventional packaging, such as reduced counterfeiting, real-time product tracking and analytics, a direct digital path to the end consumer for ongoing relationships, easy implementation, extended shelf life, and increased safety coupled with low cost, among others.
“By digitally-enabling the smart product packaging at point of manufacture, we can add real-time connected intelligence to any physical product throughout its lifecycle,” explained Niall Murphy, Founder and Chief Executive Office of EVRYTHNG. “We’re building the world’s biggest ecosystem of strategic packaging and labeling partners across different material types and industries to realize our vision of consumer products that are #BornDigital™.”
“Our collaboration with WestRock and EVRYTHNG is another step in delivering of our Intuitive Computing Platform based on Digimarc Barcode,” said Bruce Davis, CEO at Digimarc. “This collaboration will expedite development of interactive packaging for progressive brands, which will benefit from more accurate inventory tracking, faster retail sales, and direct communications with consumers.”
Examples of smart, digital packaging applications include
- New levels of transparency
- New levels of information on ingredients, recipes, sourcing, assembly instructions, warranties, how to videos, etc.
Packaging Lifecycle Management:
- Brands can follow products through the entire supply chain from design, manufacture, distribution, store, home, recycle, with full analytics
- Leverage digital printing capabilities that allow serialization of individual packages and track the details of products such as authenticity, expiration and recalls
Loyalty and Reward Systems:
- New levels of loyalty and shopper engagement
- Consumers can interact with packaging, in-store signage and displays to access personalized digital services, offers and content
Targeted Content & Services:
- The connected packaging platform brings new levels of retailer, shopper and consumer insights