The world has gone full speed ahead with adapting to a digital world since Covid-19. There’s no surprise that consumer behaviors have taken a major shift. As people begin to adjust to their new normal, some of the new digital tendencies’ consumers are developing might be here to stay. According to Accenture, the huge rise in digital commerce, especially among new or low-frequency consumers, is likely to continue post-pandemic. In fact, “one hundred and sixty percent is the expected future increase in e-commerce purchases from new or low frequency users.” In this article, we’ll cover 3 ways brands can strengthen the relationship they have with their customers on a digital level.
With digital consumerism at an all-time high, so is the counterfeit industry. In an article published earlier this year, Forbes explains that, “the trade of fake merchandise has slowly risen over the last few years and now accounts for 3.3% of global trade, according to a recent report by the Organization for Economic Cooperation and Development (OECD).” Not only can fake products ruin your relationship with a customer, the product can be detrimental to your customers health — think makeup or skincare products. While it is difficult for a customer to tell the difference between a fake and a real product, solutions do exist. The best solution is to allow customers to authenticate the product directly from the packaging.
Adding invisible conductive ink to product tags and packaging allows consumers to launch exclusive digital content when they touch their mobile devices to the code, and that same process allows products to be digitally authenticated. When tags and packaging are uniquely identifiable, they’re impossible to counterfeit. Customers and retailers can instantly verify authenticity with the touch of a mobile device.
Smashbox Cosmetics added cards to its eyeshadow packaging that were printed with Touchcode’s invisible conductive ink. Customers could touch their mobile devices to the card, launch a mobile website, and unlock exclusive content: video tutorials with professional makeup artists. An added bonus was that including a card printed with Touchcode within the makeup package also served to authenticate the product, even though that wasn’t the primary objective.
There’s no surprise that most consumers are being more conscious of their spending right now. Connected packaging enables brands to offer their loyal customers digital loyalty points and rewards they need right now. The technology allows retail marketers to provide digital incentives to collect cards and products. Product bundling–rewards for purchasing multiple products together at one time is easy to encourage; and companies can come up with new ways to encourage customers to opt-in for mailings. With consumers increasingly willing to share personal data in exchange for personalized promotions, discounts or deals, according to a survey by YouGov, brands have new opportunities to use connected packaging for couponing.
Retail marketers are increasingly turning to connected packaging solutions, which offer myriad ways to reward customers for their loyalty and keep them coming back. Exclusive content like tutorials, collectibles, sneak peeks, first access, and priority shipping help brands draw customers in and keep them coming back for more. The result is enhanced customer loyalty.
Ready to learn how Touchcode’s connected packaging technology can help you further engage with your customers digitally? Contact us today.