Constantia Flexibles, headquartered in Vienna, Austria, is a producer of flexible packaging for the food and pharmaceutical industries.
This packaging could soon be enriched with digital information experienced by consumers via smartphone, allowing brands to learn about customer shopping habits. The company has developed the “Constantia Interactive” platform in partnership with Wikitude, an independent AR technology provider, which enables smartphones to recognise a variety of packaging.
Alexander Baumgartner, CEO of Constantia Flexibles, commented:
“According to our survey, 69% would rather choose a product for which they can call up useful additional information with their smartphone. Our answer is ‘Constantia Interactive’. As soon as the smartphone camera detects the innovative product packaging, additional information about ingredients, instructions for use or interactive marketing campaigns appear”.
Wikitude CEO, Martin Herdina, remarked:
“Google search revolutionised the web 20 years ago. Likewise, augmented reality will fundamentally change the way we consume information. When customers unite product discovery with such apps in their everyday shopping, augmented reality will soon be the norm to every consumer”.
The company will introduce the platform at this year’s Pack Expo, a packaging trade show which takes place in Chicago, United States from October 14th to the 17th.
“For brand owners, the benefits of interactive product packaging and the associated customer relationship platform are obvious — they learn a great deal about the wishes and habits of their consumers,” the company added. “With this valuable data, companies can improve their products and target consumers more effectively without having to pass on data to third parties. All of this strengthens the customer’s relationship with the brand”.