Utilizing smart packaging technologies can be a major benefit for companies to connect with customers. Using connected technologies can help with informing allergens, finding defects, and improving customer engagement. When grocery shopping it can be hard for consumers who have special allergens and dietary restrictions to find food that is safe for them as it is not always accessible reading small labels. Many food and beverage companies have started utilizing these technologies like QR codes that customers can scan to get further information they may need. When the QR codes are scanned information of where the ingredients were sourced, nutritional facts, and contact information for further inquiries are found. A current example of using QR codes to give this information is the Hershey company. They have put these QR codes to show nutritional facts, allergen information, and company details on their Hershey Kisses chocolate. Since they have so many different flavours it can be hard for customers to identify what is safe for them to eat with certain dietary restrictions but with the QR codes it makes it much easier for customers to find what fits their needs. Napolina is another company who uses QR codes but in another way, they use it to show transparency on where their tomatoes are sourced. Having complete transparency of where their ingredients are sourced creates trust with the customers and a stronger company to consumer relationship. Many customers feel more inclined to purchasing products that have that transparency as they are more knowledgeable on what they are consuming. Another amazing use of QR codes is also to give individual products a special identifier with that if a product needs to be recalled they can identify which ones exactly need to be recalled rather than a mass recall. This will help with limiting food waste and inconveniences to customers. Customer engagement is one of the most used reasons why companies use smart packaging. Having an interactive component can be the reason why a customer chooses your product over the competing brand. Embedding QR codes or NFC tags in your packaging design can elevate your product to feel more special for the customer. Vita coconut water uses QR codes on their individual bottles of coconut water. When the QR code is scanned you can get coupons for more products and read their sustainability initiatives. Providing information about sustainability efforts can make a customer inclined to buy as they feel like they are helping the planet. According to Agriculture Canada 8 in 10 Canadians value a sustainable lifestyle and 70% seek foods with environmentally sustainable production (Government of Canada, 2024) Additionally another example of companies using smart technologies is Nutella and Barilla using QR codes to share recipes using their products. Doing this creates meaningful connections with customers as they feel more connected after following the recipe. Many customers create positive memories during the cooking process which associate with the brand leaving a lasting impression in their heads.

QR codes are one of the easiest ways to connect with customers but an alternative way is to use NFC tags. NFC tags are the sophisticated sister to QR codes in the smart packaging industry. They are small chips that wirelessly communicate with smartphones when in close proximity such as being tapped. NFC tags can share the same information as QR codes but also have a few more beneficial uses such as authentication and enhanced customer experiences. Olive oil is a highly counterfeit item in the food industry to solve the question of legitimacy Buonamici the italian olive oil company has integrated NFC tags to prove the authenticity of the oil and enhance consumer engagement. When a customer taps their phone in the bottle it will show a proof of authenticity as well as where the ingredients are sourced. Nespresso is another company who has taken NFC tags to another level. Using these tags on all of their product’s packaging, customers can seamlessly drop their items in a bin and with the smart technologies the checkout will identify what is being purchased without needing to scan anything. This not only elevates the customer experience by feeling more luxurious but this also helps those who are on the go and need to buy their items quickly. Nespresso knows who their customers are and how to better elevate their lives. What may look like a small gesture is what keeps customers coming back and a positive image in their heads. 

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