Extended packaging
Extended packaging refers to the virtual expansion of product packaging through online information.
Consumers can access these with their smartphones by scanning a QR code or the EAN code on the packaging. With the browser of their smartphone, the consumer can access the homepage or a special platform with further information on the product or its possible uses. Well-known possible uses are additional product information on product use, or information on nutrients , allergies , the origin of the components and traceability , sustainability and CO2 balance .
The GTIN (Global Trade Item Number) of the product is of central importance for extended packaging, since the data management must clearly identify the product and differentiate between variants.
Extended packaging can be viewed as part of brand communication or digital offer communication . In the topic of smart packaging , it is to be classified in the sub-area of intelligent packaging.
The purpose of "extended packaging" is not just marketing or pure data analysis as with NFC / RFID chips. By using "expanded packaging" on their products, brands and retailers are creating the opportunity for consumers to receive updated information that is not obscured by "marketing jargon". The main reasons for this are the change in consumer needs and the increasing desire for more transparency, technological progress and new legal requirements. An application example for more consumer transparency is, for example, the use of special traceability solutions. With these, the entire value chain of a product can be recorded and thus enables the complete traceability of the product to the origin and origin of the raw materials. Extended packaging can thus create a digital bridge between manufacturers, retailers and consumers.
For consumer goods manufacturers, extended packaging is an important part of shopper marketing in order not only to obtain more precise measurement options for the purchasing behavior of consumers, but also to increase customer satisfaction and brand loyalty with the possibility of individual customer approach.
Well-known scan apps for calling up extended product information are Codecheck , Barcoo and Scatch.
Individual evidence
- ^ Business Wiki FH Aachen. Retrieved February 13, 2019 .
- ↑ Report ECR Austria. Retrieved February 13, 2019 .
- ↑ Report Mobile Commerce GS1 Germany. Retrieved February 13, 2019 .
- ↑ Transparent traceability with Extended Packaging. Retrieved February 13, 2019 .
- ↑ Digitally enhanced product packaging as a purchase aid. Retrieved February 13, 2019 .
- ↑ Marvin Hegen: Mobile Tagging: Potential of QR Codes in Mobile Business . Diplomica publishing house.