In today’s world, technology is making its way into every part of our lives. In fact, many of us expect to be able to access certain data or perform certain tasks online these days. 

Although you might think that areas like postal packaging are firmly grounded in the real world, there are increasing opportunities to integrate technology with these physical elements of the retail process to improve the customer’s experience. 

This is where smart packaging comes in. 

Let’s start at the beginning though and answer the pressing question: what is smart packaging? 

What is smart packaging? 

Broadly there are three kinds of smart packaging:

• Packaging that has sensors embedded in it to carry out functions like monitoring freshness, extending shelf-life or improving product safety.

• Packaging that features the likes of barcodes or QR codes that serve a functional purpose – such as tracking the item or providing product details.

• Packaging that offers consumers the chance to interact with it, merging the physical and digital worlds. 

For the purposes of this blog, we’re going to focus on the third type of smart packaging. That is the kind of packaging that encourages consumers to interact with your brand and products before they have even unboxed their purchase. 

But it also has applications beyond improving customer interactions because it enables companies to collect additional data once a product arrives in someone’s home. 

So, this isn’t only about enhancing customer experience as it can provide your organisation with valuable insights too.

How can you use smart packaging for your products?

There are a range of ways in which you can use smart packaging to build excitement for your customers before they open their parcel.

These include:

• Unboxing

• Access to loyalty rewards or discounts

• Augmented reality content

Unboxing

Given the rising popularity of unboxing videos, this is a trend that it’s worthwhile tapping into. The BBC revealed that in 2023, over 25 million videos that were added to YouTube included the word “unboxing” in the title.

The reason we love to watch people opening their parcels is because this captures the moment someone sees and holds an item for the first time – and their reaction is what makes these videos so popular.

Smart packaging can provide you with an opportunity to influence that unboxing experience. Imagine getting your customers to scan a QR code before they open their parcel to access content to help them get the most out of their purchase?

Or perhaps you could create a game they can play that relates to the product they are unboxing? 

If your product is one that has strong sustainability credentials, you could use this moment to remind your customers of the benefits of having chosen this particular item. 

For instance, if your product is made using recycled materials, you could share how much waste was diverted from landfill to produce the item they’re about to get their hands on. All of this can build anticipation and strengthen their connection with the product and your brand. 

Access to loyalty rewards or discounts

When someone is holding your custom cardboard box in their hands, you know they’ve made a purchase and bought into your brand. That makes this the perfect time to offer them a reward or discount for being a loyal customer.

Including a scannable QR code on the packaging could be a nice way to re-engage them with other items you sell or offer before they’ve even opened the parcel. 

Some organisations already take a similar approach, but they do so with small cards or inserts inside the parcel that can easily be overlooked.

By putting this kind of reward front and centre on your packaging, you are ensuring that your customers see it and know that you value them. 

Augmented reality content

This is where you can really bridge the digital and physical worlds. It’s safe to assume that the majority of your customers will have a smart phone and that means augmented reality (AR) content is easily accessible. 

AR overlays digital content on the physical world. This makes it the ideal choice for ecommerce packaging, as it gives you an opportunity to turn what can sometimes feel like a sterile transaction into a moment to remember.

The kind of AR content you produce will depend on your brand and target audience, but suggestions include a brief brand video story, an animation showing how your new product was put together and even instructions about how to assemble the product if applicable. 

The point is that you can create an immersive experience for your customers that will set your brand and its products apart from your competitors.