PD_Packaging Digest

Packaging Digest Directory, 2015/2016

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Page 17 of 131

18 18 TRENDS // SUMMER 2015 www.PackagingDigest.com consumer insights www.mintel.com/gnpd Continued from page 16 tied to packaging, brands, mobile engagement providers and even public relations and marketing agencies did a horrendous job of recognizing the need and fulfilling the promise. Consumers were most often left asking "Is that all I get?" when non- mobile optimized engagements, lists of products they didn't care about or long-term rewards programs came up on tiny mobile screens. What brands failed to understand is that consumers had become hunters rather than surfers. Consumers now use apps, tags and codes to hunt for something specific, such as directions, instantly redeemable coupons or other information that helps them right now, in this time and place. Consumers, and thankfully, some mobile engagement opportunities, have transitioned mobile content from fun to functional. Brands and mobile engagement platform providers have realized consumers are, indeed, hunters, and they've begun to deliver content that functionally engages rather than crap that marginally entertains. The challenge NFC now faces is at least two-fold: 1. First is critical mass. Projections for 1.2 billion NFC-enabled phones five years from now means nothing. Five years ago, U.S. consumers couldn't even spell Q-R-code. Today, Mintel's Global New Products Database shows, for example, the use of QR codes on skincare product packaging has declined 53% since 2011. QR codes on alcohol beverage packaging has fallen 66% in the past four years. This is not to say QR codes are done, but it does point to an interesting fact: by 2018 or even 2020, when NFC-enabled mobile devices reach that 1.2 billion point, will NFC have already become an obsolete or a tertiary mobile engagement tool? 2. By the time enough consumers have access to NFC-enable devices (and understand how to use them)—and brands understand how to effectively exploit mobile technologies and content either at the point of sale or for the delivery of relevant, functional content in secondary or alternative engagement opportunities—will another, easier to access and use technology have already supplanted it? Will Bluetooth Low Energy (BLE) iBeacon technology, which can run on both iOS and Android platforms, have already been delivering hyper-contextual content on a micro- local scale to consumers? Will some other form of a simple text code have the ability to deliver the type of content QR codes cannot now, or which NFC says it will be able to in the future? The pairing of all types of mobile engagement tools to primary packaging and to point-of-sale displays is a natural evolution of branding, retailing and consumer engagement. What's not in question is that consumers will only depend more on their mobile devices in the coming years as they seek to maximize personal productivity and avoid wasting time, money and other resources. This means that mobile technologies will need to be simplified, and their connection to packaging and retailing more intuitive to use, relevant to the purchase- or use-occasion and, most importantly, available to the masses today, not five years from now. David Luttenberger is the global packaging director at Mintel. He has 24 years' packaging experience. Reach him at dluttenberger@mintel. com. Follow him on Twitter at @packaginggeek. Yes we can. A great canned product starts with a trusted partner to help every step of the way with custom formulation, securing ingredients and developing containers and packaging. DFA CAN DO ALL THAT AND MORE. 417-829-2510 | www.dfamilk.com COFFEE/DAIRY DRINKS | ENERGY DRINKS | COCONUT WATER | NUTRITIONAL DRINKS | WEIGHT LOSS | PROTEIN SHAKES ADVTSP1520 Visit our booth at this upcoming show: International Dairy Show (booth #7921)

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