Today’s competitive retail environment has brands facing a dual challenge — creating cohesive omnichannel experiences and engaging with spend-conscious consumers who thoroughly research their purchases. To thrive in this landscape, successful CPG and retail brands are taking a proactive approach to put the power to connect, share information and provide brand-aligned experiences directly into consumers’ hands with connected packaging.
Through QR codes printed on product packaging, brands can provide accurate, relevant and timely product information to eager consumers wherever they are. From enhanced product information and limited-time promotions to interactive content experiences and more, connected packaging delivers on consumer demand for instant and easily accessible information.
And the importance of creating streamlined and consistent brand experiences is not to be underestimated, either: 75% of consumers say that regardless of the marketing channel they use to engage with a brand or retailer (website, in-store, email, social media) they expect to get the same experience across all digital touch points.
Retail and CPG brands already are taking action to meet this need with the help of technology. According to a recent Bitly report, QR code creation surged by 88% year-over-year (YoY) across both sectors, underscoring a growing demand for tools that help enhance the business-to-consumer relationship. Let’s look at three ways to leverage connected packaging strategies to maintain consistent brand experiences across multiple marketing touch points.
Advertisement
Convenience: Instant Information at Consumers’ Fingertips
According to a Capital One Shopping report, the average American household received 162 packages in 2022 alone. And consumers often have their smartphones and packages in hand, making it easy for them to scan a QR code conveniently placed on a package to be directed to a landing page. This simple action instantly delivers up-to-date and accurate information directly from the brand, ensuring a reliable consumer experience.
Control and Consistency: Standardized Messaging
External content channels can often mislead consumers about a brand. A recent study found that when consumers encounter misinformation about a product or brand and find it trustworthy, they are more likely to believe that the misinformation is relevant to the company. This can damage a brand’s identity within the market. By adding QR codes to products and packaging, brands give consumers the opportunity to learn more information from a curated source — the brand itself. This ensures the delivery of consistent, accurate product information and helps foster brand trust and loyalty with customers.
Enhanced Experience: Real-Time Updates
In a post-COVID world, scanning QR Codes has become second nature to global consumers, who now expect seamless digital experiences at every turn. In 2022 alone, about 89 million smartphone users in the U.S. scanned a QR code on their mobile devices. With these codes now placed on packaging and products everywhere, brands can instantly update the information linked to their QR codes. Whether it’s a new promotional offer, a product recall or updated usage instructions, brands have the ability to maintain a consistent market voice by providing the latest information directly to their customers.
Consumers are more informed and demanding than ever, expecting brands to provide instant and accurate information across every digital touch point. Connected packaging is not just a passing trend; it’s an opportunity for brands to revolutionize how they interact with their audiences. Those who embrace this technology will not only meet evolving consumer expectations, but also will set new standards for brand engagement and reliability.
Shelby Cer is the Director of Product Engagement at Bitly. She is focused on setting the product strategy across Bitly’s product suite and tie all of its offerings together to create a cohesive experience for Bitly users. Prior to Bitly, Cer progressed from roles as Product Manager into Product Director across various industries and with various Colorado-based tech companies, including AdAction and Galvanize.
