Mass serialisation on packaging is an important way to help FMCG companies protect, understand and engage consumers. Amcor, a global packaging leader, has partnered with serialisation innovator Kezzler to offer real-time brand protection and targeted consumer engagement in a single digitalised system. Marco Hilty, vice-president of strategy, marketing and R&D at Amcor Flexibles, talks about the future of digitalised packaging.
Marco Hilty: The ideal serialisation solution will meet the needs of multiple FMCG companies. It will help companies know how long it takes their product to go from production to the end consumer, and where that end consumer is. It will support product authentication and proactively fight counterfeiting. It will also support their marketing strategy by actively engaging consumers and providing rewarding experiences to keep them engaged. Advanced digital capabilities make it possible for one system to meet all these needs.
There are a lot of code providers, but actually getting the codes on packs has required that our customers invest in code-printing equipment or labels, and coordinate multiple players. By integrating serialisation and packaging production, Amcor removes the complexity and offers customers a more cost-effective solution. With our MaXQ solution, the packaging is pre-serialised, meaning it is already coded before it arrives at the customer's site; the customer attaches data to the codes later by using a batch process.
We partnered with Kezzler because of its innovative cloud-based process for generating billions of unique and encrypted codes. The codes have been applied to packaging ranging from vegetables to pharmaceuticals, and are printed in easily readable formats, which are compatible with smartphones.
It's about product safety; a unique MaXQ code on every pack can help companies fight counterfeiting, protect consumers and reduce costs of a potential recall with a low cost per pack. Additionally, it gives consumers confidence in the brand by empowering them to instantly verify product authenticity by using their smartphones.
We also saw a desire from our customers to connect with consumers by adding a digital dimension to packaging that complements their digital marketing strategy. Many companies have experimented with QR codes with mixed success. The response rate from consumers was often disappointing because the functionality of most QR codes is too limited to create experiences that inspire consumers to scan again. With MaXQ, the unique codes allow brand-owners to create more targeted and rewarding experiences such as loyalty programmes, contests and promotions.
The codes are dynamic, allowing cost-effective and flexible promotion management. Brand-owners can update the codes with marketing, commercial or supply-chain data, even for on-the-shelf products, and tailor them to respond to current market variables.
MaXQ can increase companies' agility by providing near real-time visibility along the supply chain. For brand-owners, MaXQ provides valuable insight on true consumer purchasing behaviour across all retail channels. These insights can be used to target and personalise future campaigns, and drive consumer participation and loyalty.