Smart Mart: modern packaging innovations

Many of the innovations shown in the new feature area had the ability to connect with mobile devices and cloud-based data collection systems to add interactive dimensions to on-pack information and promotions. Others demonstrated advanced inks and coatings to bring safety and authentication to the supply chain.

T+sun showed its Touchcode conductive ink signature that a smartphone or other sensing device can detect through capacitive touch when embedded in labels or packaging. T+sun is an organization created through the partnership of Sun Chemical and T+ink.

Clemson University demonstrated its eye-tracking technology, which can assist both designers and brand managers with re-branding tactics and shopper response and reach schemes. Students in the University’s Sonoco Institute of Packaging Design and Graphics program assisted in measuring what participants looked at, for how long and in what order. Said Chip Tonkin, director of the Institute, ‘It’s an effective way of measuring a package objectively instead of the subjective way that we normally do.’

Derprosa Film promoted its Bacterstop anti-bacterial BOPP films for food contamination prevention applications. The BOPP films are treated on one side with either matte or gloss anti-bacterial coating, while the other side is corona treated for printing and laminating. Applications include pressure sensitive, roll fed wrap around and in-mold labels.

Said Joaquin Lopez, marketing and business development manager for Derprosa, ‘The specialty coating kills 99.9 percent of bacteria that comes into contact with the film surface. It’s an excellent product for health care, hygiene and personal care products, and the protection lasts for up to 12 months.’ Taghleef Industries completed the acquisition of Derprosa Film in May 2014.

AUGMENTED REALITY

It is estimated that 2.5Billion Augmented Reality (AR) applications will be downloaded globally by 2017. Coupled with predicted growth of 300 percent over the next four years, Blippar displayed the possibilities of digital engagement through its own AR and image recognition application. Kellogg’s cereal boxes, Heinz ketchup bottles and children’s fruit snack packs were all examples of labels and packaging that connected attendees to the digital world in the show’s Smart Mart.

NFC AND RFID

Xterprise proved the core value of Radio Frequency Identification (RFID) at retail using its Clarity software solution and SML passive RFID tags. The software was able to count inventory at a rapid pace, showing how the technology can make audits efficient and user friendly while increasing real-time accuracy. Item-level RFID reduces out-of-stocks, inventory levels, and shrink while improving sales, selection and omnichannel fulfillment. Avery Dennison too demonstrated its RFID solutions for inventory management.

There are 500 million Near Field Communications (NFC)-enabled mobile phones in use today, and by 2018 it is anticipated that nearly two thirds of all global handsets shipped will incorporate this technology. Apple hit record first-day preorders for its new iPhone 6, launched during the week of Labelexpo, with over four million preorders in the first 24 hours.

The new smart phone incorporates NFC, but for now is limited to Apple Pay, the company’s new mobile payments platform. Smartrac and its partners revealed intelligent RFID and NFC solutions, from industrial applications to the benefit of real-time merchandise interaction, analytical trend data, merchandise visibility and authentication solutions all the way to customer acquisition, experience and customer retention. Thinfilm demonstrated its NFC-enabled labels with temperature sensors designed to monitor perishable goods.

Attendees with NFC-enabled mobile devices could wirelessly detect the smart label’s signal. Alerts were then displayed on their screen if a critical temperature threshold has been reached or exceeded. The intelligent labels shown each had a unique ID, so it was possible to log the alert in a cloud-based application for further ‘Big Data’ analysis.

Thinfilm launched a collaboration agreement with Evrythng, an Internet of Things (IoT) software company, in July of 2014.

Bill Cummings VP marketing & communications, Thin Film Electronics, said, ‘For Thinfilm, being a part of the Smart Mart and collaborating with our partner, Evrythng, provided a great opportunity to demonstrate our end-to-end offering for intelligent product solutions.

‘Attendees seemed intrigued by the powerful pairing of Thinfilm’s printed NFC Barcode technology and Evrythng’s cloud-based analytics engine. Our combined ability to enable digital and mobile interactivity at the consumables and disposables level – and do so affordably – amazed many of the attendees that visited our booth, and we left the event with many solid leads in hand.’

Avery Dennison and Evrythng announced their partnership to make packaging and shopping more intelligent while at Labelexpo Americas. Avery Dennison plans to  integrate Evrythng’s software-as-a-service (SaaS) platform into its new DirectLink interactive packaging solution, which was on display in the Smart Mart. Using an NFC feature, DirectLink showed how brands can deliver any kind of relevant content, special offer, video, tutorial or product information directly from their products to consumers.

Niall Murphy, founder and chief executive officer of Evrythng, said, ‘We are thrilled to be working with Avery Dennison to explore building out the Internet of Things. We are on a mission to bring digital connectivity to physical objects, and working with a labeling expert such as Avery Dennison will accelerate our ability to bring real-time, intelligent web experiences to billions of physical things that are displayed, purchase and used by consumers.’

Evrythng’s intelligent SaaS technology manages how products connect to the Web. When integrated into DirectLink, brands can build direct digital relationships, help consumers authenticate products and combat counterfeiting.

IOT PANEL

Evrythng’s Murphy and Avery Dennison's CEO, chairman and president, Dean Scarborough, participated on the IoT and Big Data panel discussion Internet of Things and a vision of the future on the first day of the show. Said Murphy, ‘Products are becoming a stronger brand focus from marketers and new smart tools allow them to be responsive to consumers in real-time.’

‘We see great value in enhancing the consumer experience in-store,’ added Scarborough. ‘RFID in retail is being driven by the demands of the consumer.’ Already RFID is a $100M business for Avery Dennison. Alon Bar-Shany, GM of HP Indigo, was also a part of the IoT panel. He said, ‘The creation of endless amounts of data is driving the adoption of personalized products and supply chain delivery, which is leading to the digitalization of processes and of printing.’

HP Indigo presses and most other advanced converting machinery seen at the show are connected to the web for servicing clients from afar. It is important for suppliers to understand how to manage that information to their advantage and to anticipate customer needs.

Additionally in the discussion, Guy Gecht, CEO of EFI, commented, ‘We have to look at the efficiencies provided by evaluating Big Data and focus on the growth opportunities for where we can add value for customers.’

Dr. Bill Hardgrave, an RFID expert professor at Auburn University, concluded the high-level panel discussion, ‘Small converters have a chance to play in this game. As consumers get used to more personalized campaigns, the demand for melding the digital world with physical products will become great. Those that can practically deploy and integrate such intelligent technologies will win in business. Eventually, every product will have some type of smart or intelligent feature that will provide connectivity.’