Driving Sales with Interactive Packaging

Transcription

1 Driving Sales with Interactive Packaging Leveraging Augmented Reality and QR Codes to increase sales and enhance consumer experience 1 Ball

2 Introducing Ball Packaging Europe Part of Ball Corporation, 2012 sales: $ 8.7 billion One of the leading beverage can manufacturer in Europe HQ EMEA in Zurich, Switzerland 12 plants in Germany, France, the UK, the Netherlands, Poland and Serbia R&D centre in Bonn, Germany More information: 2 Ball

3 Introducing Johanna Mercier Digital Native Studied economics with focus on marketing and media in Bremen, Hanover and Madrid, Spain online media consultant at MediaCom Interaction, Dusseldorf, Germany Since 2013 Manager New Media at Ball Packaging Europe, Ratingen, Germany 3 Ball

4 NEW DEMANDS ON PRODUCTS 4 Ball

5 IDLE SOURCING INCREASED CHOICE TO GO COCOONING MASS CUSTOMIZATION PRODUCT VARIETY INDIVIDUALISM CROWDSOURCING EGO-ENGINEERING SELFNESS GAMING MOBILITY SIMPLEXITY SOCIAL MEDIA 5 Ball SCREEN CULTURE POINT & KNOW

6 Mass Production One line produces ~ 17 million cans/week One design change ~ 1-? hours 6 Ball

7 Point and Know Environment I want a personalized, interactive content in the 3rd dimension and in real time! Source: 7 Ball

8 PACKAGING + INTERACTIVE TECHNOLOGY = MASS CUSTOMIZATION 8 Ball

9 Introducing Interactive Packaging Source: 9 Ball

10 Smartphone as useful Decoder 10 Ball Image source:

11 New Power for Packaging by Interactivity 1. Product information 2. Better Product Labeling 3. New Ideas 4. Entertainment 5. Gaming 6. New Voices 7. Track and Trace 11 Ball Image source:

12 PACKAGING + INTERACTIVE TECHNOLOGY = MASS CUSTOMIZATION 12 Ball

13 Interactive Technologies PAST FUTURE BAR- / QR CODE AUGMENTED REALITY NFC TRACKING SHOPPER BEHAVIOUR 13 Ball

14 Interactive Technologies PAST FUTURE BAR- / QR CODE AUGMENTED REALITY NFC TRACKING SHOPPER BEHAVIOUR 14 Ball

15 Introducing Bar- / QR Code 1. Product information 2. Better Product Labeling 3. New Ideas 4. Entertainment 5. Gaming 6. New Voices 7. Track and Trace 15 Ball

16 Why Bar- / QR Code? Quick and easy Boost image Positive impact on the purchase decision Numerous communication ways 16 Ball

17 BEST PRACTICE AND KEY LEARNINGS 17 Ball

18 Learning #1: Need of URL Learning #2: Need of instructions Learning #3: Need of incentive Learning #4: Linking to useful content Learning #5: Mobile optimization 18 Ball

19 Learning #6: Make your QR Code easy-to-scan 19 Ball Image source:

20 Case Study: Coca-Cola Sound Up Goal: Drawing attention to the new format Motivating consumers to interact with the product Target Group: Kids and young adults, Method: The can is a platform for all interactions Achieved: Differentiation and attention in the shelf Strong press attention & positive feedback Image source: 20 Ball

21 Case Study: Coca-Cola Sound Up Goal: Drawing attention to the new format Motivating consumers to interact with the product There are still possibilities for optimizing Target Group: Kids and young adults, Method: The can is a platform for all interactions Achieved: Differentiation and attention in the shelf Strong press attention & positive feedback Image source: 21 Ball

22 Driving Sales with Coded Tabs Consumers need to buy the product to enter the raffle (no more in store scanning) As the can has to be opened before the prize is redeemed (with the code unter the tab) they ensure the consumer combines taste with the winning feeling The 8-digit code allows the brand to treat those loyal fans by increasing the chance to win with every additional code entered Ball

23 Interactive Technologies PAST FUTURE BAR- / QR CODE AUGMENTED REALITY NFC TRACKING SHOPPER BEHAVIOUR 23 Ball

24 Introducing Augmented Reality 1. Product information 2. Better Product Labeling 3. New Ideas 4. Entertainment 5. Gaming 6. New Voices 7. Track and Trace 24 Ball

25 Introducing Augmented Reality 1. Product information 2. Better Product Labeling 3. New Ideas 4. Entertainment 5. Gaming 6. New Voices 7. Track and Trace 25 Ball

26 Introducing Augmented Reality 1. Product information 2. Better Product Labeling 3. New Ideas 4. Entertainment 5. Gaming 6. New Voices 7. Track and Trace 26 Ball

27 How Augmented Reality works Source: 27 Ball

28 Augmented Reality at the POS Source: 28 Ball

29 Why Augmented Reality? Foster sales Activate Facebook fans Save Cost Undertake Consumer Research 29 Ball

30 BEST PRACTICE AND KEY LEARNINGS 30 Ball

31 First Learning: Content is King Learning #1.1: Optimization for the target group Learning #1.2: Need of benefit 31 Ball

32 Second Learning: Context is Queen Learning #2.1: Who am I trying to activate? Learning #2.2: Where am I trying to activate? 32 Ball

33 Third Learning: Communication Learning #3.4: Need of visible benefit on the can Learning #3.5: Need of instructions on the can 33 Ball

34 Third Learning: Communication Learning #3.4: Need of visible benefit on the can Learning #3.5: Need of instructions on the can Learning #3.6: Technology is not intuitive 34 Ball

35 Fourth Learning: Ego Engineering Learning #4.1: Offer personalized content Learning #4.2: Recommendation marketing through share button 35 Ball

36 SHOPPING OF TOMORROW WITH GOOGLE GLASS 36 Ball

37 Google Glass = Combination of Augmented Reality and Voice Control 37 Ball

38 Shopping of Tomorrow with Google Glass Source: 38 Ball

39 Google Glass revolutionizes Shopping Process #1: Grocery list 39 Ball

40 Google Glass revolutionizes Shopping Process #2: Ingredients 40 Ball

41 Google Glass revolutionizes Shopping Process #3: Special offer based on user targeting 41 Ball

42 Google Glass revolutionizes Shopping Process #4: Product Rating and Reviews 42 Ball

43 Google Glass revolutionizes Shopping Process #5: Recognition 43 Ball

44 Interactive Technologies PAST FUTURE BAR- / QR CODE AUGMENTED REALITY NFC TRACKING SHOPPER BEHAVIOUR 44 Ball

45 Introducing Near Field Communication NFC- Chip 1. Product information 2. Better Product Labeling 3. New Ideas 4. Entertainment 5. Gaming 6. New Voices 7. Track and Trace 45 Ball

46 The Voice of Packaging via NFC Source: 46 Ball

47 Tracking with interactive Technologies PAST FUTURE BAR- / QR CODE AUGMENTED REALITY NFC TRACKING SHOPPER BEHAVIOUR 47 Ball

48 New Ways of Measuring Engagement WHO WHEN Interaction between consumer and product WHAT WHERE 48 Ball

49 SUMMARY 49 Ball

50 Interactive Packaging drives Sales Connection of packaging and smartphone lead to interactive experiences Barcode / QR-Code Augmented Reality via smartphone Augmented Reality via Google Glass NFC Advantages Differentiation in the shelf through innovative promotions Added value attracts the consumers attention Personal, emotional shopping experiences Interaction persuades consumers to buy 50 Ball

51 Use Your Packaging as a Trigger Differentiation in the shelf through innovative promotions Content is King Context is Queen Keep it simple Use the space the beverage can offers for Attract consumers attention by visible incentivation Activate the consumer with visible instructions 51 Ball

52 Thank you! Johanna Mercier Manager New Media Ball Packaging Europe Find inspirations: 52 Ball

53 Ball believes in innovating and will continue to explore all areas of New Media POS Projects: Partnering with STI and Toshiba (Experience Tomorrows POS) Social Media: Creative blog community (Packaging Visions: dosioniar.de) Ecommerce Projects: Partnering with Breadcrumbs (Shopping at the bus stop) Crowdsourcing: Partnering with TUM and unseraller.de (The Next Energy) 53 Ball