TPG Rewards launched it largest-ever Intelligent Packaging program at Walmart with Kraft Cheese packaging that provides value for both consumers, brands and retailers. With this connected packaging and TAP technology, consumers are able to instantly access recipe content while browsing in-store and later participate in an interactive Scratch and Win game at home when they purchase a package of Kraft Cheese. Notably, the smart packaging solution "triggers different engaging content depending on whether the product is in-store or at-home," offering a dynamic way for the brand to interact with consumers beyond the shelf and the point of purchase.
While consumers with a smartphone are able to instantly tap into sweepstakes, special promotions and loyalty rewards, brands benefit from customer engagement and insights to drive sales.
Connected Cheese Packaging
This Kraft Cheese Packaging Shares Savings, Recipes & More with a Tap
Trend Themes
1. Intelligent Packaging - There is a growing trend in using intelligent packaging to provide value for both consumers and retailers, and to interact with consumers beyond the point of purchase.
2. Connected Consumer Experience - The use of technology to create a connected and interactive experience for consumers throughout their journey of purchasing and using a product is becoming more prevalent.
3. Data Analytics - Brands are benefiting from the use of data analytics to gain insights on customer engagement and behavior, which can be used to drive sales and improve the customer experience.
Industry Implications
1. Packaging Industry - The packaging industry has an opportunity to innovate by incorporating technology and data analytics to create intelligent packaging solutions that provide value for both consumers and retailers.
2. Retail Industry - The retail industry can benefit from the use of connected packaging and data analytics to improve the customer experience and gain insights on customer behavior.
3. Food Industry - The food industry can utilize intelligent packaging solutions to provide consumers with value-added content such as recipes, promotions, and loyalty rewards, and gain insights on customer behavior to improve marketing strategies.