Packaging real estate must not only be devoted to capturing the emotions of the consumer in the aisle, but also address new and competing demands. ‘Mobilizers,’ particularly millennials, demand that any and all information on products be immediately available through their devices. Yet, packaging is getting smaller to meet those same consumers’ demands for convenience.
Against this backdrop are the new drivers and demand for information, such as provenance, sustainability, and health and safety. How will brands accommodate these industry initiatives and regulatory requirements, while presenting salient and enduring touch points for consumers?
Watch this compelling webinar featuring Larry Logan, chief marketing officer at Digimarc to learn how: https://www.youtube.com/watch?v=87gFIA1h93k&feature=youtu.be
2. AGENDA
1. Challenging Times
2. The Consumer Demand for Content
3. Challenges to Providing Consumer Content
4. Types of Package Triggers
5. Our Approach at Digimarc
6. Types of Content
7. The Package as Brand Narrator
8. Q&A
Topics
3. 20 YEARS OF INNOVATION AT DIGIMARC®
1100
Patents
Issued and pending
20
Years of Operation
Well capitalized public
company with strong
operating history
EXPERTISE
Print Technologies
and processes
APPLICATIONS
Industry Standards
in security for currency, government
issued IDs, and movies; additional
applications in audience
measurement for TV and radio, print-
to-mobile publishing, copyright
protections, and shopper’s journey
enablement.
18
Years in Security
Continuous service to global
consortium of Central Banks
LATEST DEVELOPMENT
Digimarc® Discover
and Barcode
focused on retailers, brands, and
modern mobile-centric shoppers.
6. of GenY (18-29) use a smartphone
WHILE SHOPPING IN-STORE
Sources: Google Shopper Marketing Agency Council; Deloitte
“Navigating the Digital Divide 2015” Thrive Analytics and Local
Search Association, “Local Mobile Trends Survey,” April 2014
are willing to
SCAN PRODUCTS
CONSUMERS WANT
MOBILE ENGAGEMENT
73%97%
7. Sources: Google Shopper Marketing Agency Council; Deloitte
“Navigating the Digital Divide 2015” Thrive Analytics and Local
Search Association, “Local Mobile Trends Survey,” April 2014
less YOY for $ comparison
MORE FOR INSPIRATION AND IDEAS
MORE $ SPEND
CONSUMERS WANT
MOBILE ENGAGEMENT
30% 25%
8. Digimarc – Harris Survey October 2016
of U.S. adults say reading a product
package in store helps them make a
PURCHASE DECISION
85%
CONSUMERS WANT
MOBILE ENGAGEMENT
9. of U.S. adults have wanted
than appears on a product
package.
MORE INFORMATION
CONSUMERS WANT
MOBILE ENGAGEMENT
78%
Digimarc – Harris Survey October 2016
10. are more likely to research and
when they do not get the info they
need.
PURCHASE ONLINE
75%
CONSUMERS WANT
MOBILE ENGAGEMENT
Digimarc – Harris Survey October 2016
12. “
”
…packagers must still create a label
that includes all necessary information,
but on a much smaller space.
“Personal care packaging gets personal,”
Packaging Strategies Magazine, January 12, 2016
CONSUMERS DEMAND
SMALLER PACKAGES
17. BENEFITS TO THE RETAILER
SCAN AT ANY ANGLE
• Faster checkout
• Easier self check-out
• Scans even with damaged
or hard-to-read UPC codes
BRAND ENGAGEMENT
• Health programs
• How-to videos
• SmartLabel™ content
• Coupons/promotions
BENEFITS TO THE CONSUMER
21. Benefits
to
the
brand
Manufacturing
• Efficiencies
in
on-‐line
produc6on
• Reduced
inventory
shrinkage
• Improved
quality
control
• Tracking
of
design
revision
control
• Lot
and
manufacturing
date
codes
for
food
safety
Warehouse
• Efficiencies
in
order
fulfillment
• Enhanced
inventory
control
• Traceability
of
returns
&
reclama6ons
• Speed
of
pick
&
pack
Retail
Distribu5on
Center
• Speed
of
order
fulfillment
• Enhanced
inventory
control
• Traceability
of
returns
&
reclama6ons
• Speed
of
pick
&
pack
Retail
Store
• In
store
consumer
engagement
• Evalua6on
of
planogram
compliance
• Faster
and
more
efficient
retail
servicing
• Restocking
&
direct
store
distribu6on
opportuni6es
• Improved
loss
preven6on-‐
barcode
swapping
• BeFer
checkout
experience
both
aFended
and
self
check
out
• Delivery
of
couponing
&
loyalty
programs
• Reduced
inventory
shrinkage
Point
of
Sale
• Improved
consumer
informa6on
• Access
to
SmartLabel™
• Digitally
enabled
POS
signage
• Evalua6on
of
OSA
(On
Shelf
Availability)
Home
• Access
to
product
availability
• Increased
product
informa6on
• Immediate
placement
of
product
reviews
• Immediate
access
to
online
product
reviews
• Product
lifestyle
and
usage
informa6on
BENEFITS TO THE BRAND
29. Conceptual — for demonstration purposes only
LOCATION-‐SPECIFIC
AUDIO
RECOGNITION
30. Conceptual — for demonstration purposes only
BUY
NOW
PRODUCT
INFO
REVIEWS
RECIPES
RECOMMENDATIONS
TRIVIA
SHOPPING
LISTS
PRODUCT
LOCATOR
HOW
TO
VIDEOS
COUPONS
SWEEPSTAKES
SHARE
MOBILE
CHECKOUT
SCAVENGER
HUNT
BUY
NOW
PRODUCT
INFO
REVIEWS
RECIPES
RECOMMENDATIONS
TRIVIA
SHOPPING
LISTS
PRODUCT
LOCATOR
HOW
TO
VIDEOS
COUPONS
CONTESTS
SHARE
MOBILE
CHECKOUT
SCAVENGER
HUNT
31. Would be willing to pay
MORE FOR
A PRODUCT
that offers complete
transparency in all
attributes.
Would be
LOYAL FOR LIFE
if it provided complete
transparency
Would
SWITCH TO A
NEW BRAND
if it offered full product
transparency
TRANSPARENCY = MORE MARKET SHARE
39% 56% 73%
2016 Label Insights Transparency ROI Study