Innovative technologies replace traditional purchasing process – including the implementation of augmented reality (AR) applications in product packaging. The advantages are obvious: Customers receive comprehensive information about the goods on their smartphone without any loss of time. Customer loyalty is increased and the product is marketed in a targeted manner. In addition, companies receive valuable data about their buyer group.
According to estimates, the coming years will be dominated by AR: The global market share in 2024 is expected to be between 85 and 90 billion US dollars*; a total of 3.5 billion corresponding applications are to be installed. Already this year, global spending on augmented and virtual reality is expected to increase by almost 70 percent to more than 20 billion US dollars compared to 2018. In addition to personal and private services, the AR packaging market is also growing. Countries such as the USA, Germany, France, and China are leading the way.
Intelligent Interaction Between Customers and Companies
Augmented reality technology links reality with the virtual world. In the packaging industry, too, the many advantages of connecting brand and buyer are gradually being exploited through cost-effective apps. Brand loyalty, social interaction, relevant purchase information, and real-time data analysis offer unprecedented added value. Some packaging manufacturers are already on the bandwagon.
1) Football World Cup: the perfect platform
McDonald’s started in 2014: In 2014, the fast food company’s fries packaging appeared in a total of twelve new designs during the FIFA World Championship – and offered customers around the world the opportunity to use the “McDonald’s GOL!” AR smartphone app to score a goal on the display for themselves.
Consumer acceptance of augmented reality applications in packaging is greater than ever. Photo: Wikitude GmbH
2) AR technology at Constantia Flexible
The integration of AR software Wikitude into their packaging was the response to a survey conducted by packaging manufacturer Constantia Flexible. According to the survey, 49 percent of respondents said that interactive product packaging was of particular interest, while 69 percent wanted additional information for which there was often not enough space on the product packaging itself. As soon as the customer scans Constantia Interactive’s innovative product packaging with his or her smartphone camera, the display shows everything from ingredients to correct use – plus interactive marketing campaigns. At the same time, the company receives valuable data on the behaviour of its consumers.
3) Up to date thanks to Snoopstar app
As one of the leading full media service providers and packaging specialists in Europe, the Düsseldorf company LSD GmbH also makes it easy for its customers: Start the app, focus the camera on it, learn more! With its innovative “Snoopstar” app, customers receive further content by scanning the packaging of an item. Virtual navigation buttons allow direct access to a variety of digital media such as pictures and videos, but also shops, background stories, appointments and more. Another advantage: All information is stored here in a cloud. This makes it possible to link new content especially quickly – particularly interesting for seasonal campaigns or social media campaigns. In addition, the online platform can easily be individually configured by the manufacturer at any time, even without technical knowledge.
In cooperation with Henkel, LSD designed and implemented AR packaging for the got2b brand. Photo: snoopstar GmbH
4) White paper on AR in the pharmaceutical industry
Uhlmann Pac-Systeme GmbH & Co. KG are regarded as experts in pharmaceutical packaging. Following intensive studies, they are now passing on their knowledge of virtual and augmented reality in a free white paper. Using practical examples, the paper explains how the use of digital technologies in pharmaceutical packaging can improve processes and save costs.
5) Ice cold refreshment
Shackleton Whiskey offers its customers a double refreshment: Anyone who scans the button of a Shackleton gift box with their smartphone app is immediately taken back to 1907 and experiences the British Antarctic expedition of the discoverer Sir Ernest Shackleton in 3D up close. He or she also receives further information on the history of this whiskey. The innovative packaging solution was developed using the Shazam music app from Apple.
Enjoy icy cold and go on an expedition to the Antarctic with the AR packaging of Shackleton Whisky. Photo: PRNewsfoto/Shackleton Whisky