Touch is critical for consumers. As humans, we like to hold things in our hands – it can trigger or influence emotions and is proven to provide the strongest sensory recall. Brands are recognizing that interactive print improves their customers’ experiences – and ultimately attracts more business. For example, 19 Crimes created an app that brings their wine bottles to life via AR. They recently added rapper and entrepreneur, Snoop Dogg, who shares stories of how he achieved his success – available by simply scanning the bottle label with their app.
Bridging the physical world through which we feel, with the digital world in which we increasingly rely upon, has unshackled brands.
When lockdowns occurred in 2020, it changed consumer habits and behaviors. Wanted to eat out? You had to order in. Wanted to purchase something other than necessities? Order it online. For the most part, this mentality has formed into habit for consumers, and according to the OECD, it isn’t likely to revert any time soon.
Food delivery and e-commerce – particularly retail e-commerce – exploded during the pandemic, and as a result the demand for packaging increased significantly. Considered essential, the packaging industry – along with food and beverage and medical – drove demand for packaging and tool and die components. In mid-April of 2020, when most businesses were shut down, the packaging industry continued to operate at between 83-95% capacity.
In 2018, an estimated 7 million online stores existed, whereas in 2021 there are an estimated 12 to 24 million, according to Digital in the Round. More online stores means more parcels shipped – and more brands that need brand-showcasing packaging that leaves a lasting impression for the unboxer.
Industry 4.0 – widespread use and advancement of technology, increased interconnectivity and advanced automation – has enabled the packaging industry to innovate and adapt to the constant shifts in consumer behavior, concern and expectation. Digital packaging continues to grow as an affordable, eco-friendly solution – while conversations around workflow, automation and e-commerce solutions have intensified within the print industry – in the wake of the pandemic. Add on the packaging boom and voilà – Print MIS (Management Information Systems), ERP (Enterprise Resource Planning), and W2P (Web to Print) solutions are being developed specifically for this billion-dollar industry segment.
Explore the evolution of packaging, and some of the new technologies—from more sustainable materials to interactive elements—that are dramatically enhancing the “unboxing” experience, including:
- The Evolution of the Packaging Experience
- Unboxing – The Packaging Phenomenon
- Technology – Powering Change Within the Packaging Industry
- The Packaging Boom – And What It Means For PSPs
Read: The Great Unboxing – The Packaging Boom and What It Means for PSPs – written exclusively for Printing News
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