UPM Raflatac collaborates with Magic Add for RafMore smart label development

RafMore combines pressure-sensitive labels and unique machine-readable codes for product verification and tracking, marketing analytics and consumer engagement purposes.

Magic Add's technology embeds coding into packaging, which can capture data along the supply chain and provide information to customers. In addition to marketing, Magic Add has applications in logistics and product authentication, which can be used for process optimization and to combat a diverse range of issues such as counterfeit goods and food waste.

UPM Raflatac explained that RafMore provides the possibility to give each and every labeled product a unique digital identity. The unique codes embedded into the label designs are stored in a cloud database and act as an information channel at every point on the product's journey from creation to consumption. Brands can then use this unique digital identity to add value in a variety of ways. For brand promotion, RafMore can be used to boost consumer engagement by providing new ways to tell a brand's story. For example, the code embedded in a label can be linked to digital content that evolves as the consumer journey progresses. RafMore also allows brands to create new service models, accurately track and trace products, improve inventory accuracy, verify authenticity and protect against counterfeiting attempts.

Jan Hasselblatt, director of global business development at UPM Raflatac, said: ‘RafMore allows brands to unlock the largely untapped potential of the labels attached to their products in a variety of different ways.

‘RafMore connects each and every labeled product to the web and helps brands gather valuable information that can be used to increase consumer engagement, optimize logistics processes, and protect brand integrity.’

RafMore is showcased by UPM Raflatac at Labelexpo Europe 2017.

Read L&L’s comprehensive Labelexpo Europe 2017 preview here and in issue 4