Get ready the digital revolution is coming!
On Saturday the 8th of January, I participated in the big bang data exhibition at Somerset house in London. It was an exhibition at which a designer and an artist helped us to understand this brave new digital world in which we live.
The main fact that I took home from the day, was that 90% of the world data has been created over the last two years (SINTEF 2013), I dread to imagine what it will be like three years down the line from where we are now.
Whether we like it or not? The smartphone, cloud, social media and global communications, will change and affect our lives in ways we can’t even begin to comprehend, in both social and professional aspects.
As a consumer and professional in the packaging industry, how will these expediential speeds of digital advancements affect us?
In simple form, advances in technology are leading to a change in consumer engagement and striving towards creating a much more desired “packaging experience”.
Coke, through their ‘share a coke’ campaign, also similarly used by Marmite and Nutella, have successfully used digital printing to create a “personal marketing campaign” via their packaging. According to ‘The future of digital print for packaging to 2024’ study, the worth of this market in 2015 was valued at £10.5 billion, this is expected to grow annually by 13.6% through to 2024 *.
The customised and personalised packaging market is a prime example of new techniques used to engage with the customer. This is a service that the consumer is willing to pay extra for. I must admit I fall into this bracket, purchasing a marmite with a family members name on it. Mintel reported, 25% of Chinese consumers say they are willing to pay more for personalised packaging.*
Engaging with the customer is always a priority for big brands, this priority is matched with reactive communication, never has it been so important for a marketer to react to key events or news. That is why this demand and digital printing are a match made in heaven.
What digital printing brings to the table is better speed-to-market, servicing the consumer a lot quicker. Allowing them to offer a packaging experience, historically this experience used to come at a prohibitively expensive cost.
It is just large brands reaping the rewards?
The answer is no, it is perfectly suited to smaller companies producing small numbers, new start-up companies and marketing agencies.
Digital printing, combined with the use of a CAD cutting table can print on most materials up to the thickness of 25mm; this flexibility means that it is possible to print on to many different materials, corrugated board, folding cartons and even wood.
It is so appealing to smaller companies due to the small start-up cost attached to this. There are no tooling or set up charges. Perfect run sizes sitting between 1 to 500 in quantity. Due to these figures it is no surprise that point of sale displays have become popular for digital printing.
In January 2015, the pharmaceutical industry had to start, what is going to be a massive overhaul of their supply chains. In a new drive to create transparency for the end consumer, they are required to exchange traceability information and conduct investigations of suspect products, which will include verification transaction history.
This will develop to a full-serialised manufacture process by 2017 and final transition stage to an electronic, interoperable traceability system at packaging level. *
The pharmaceutical and food industry are worlds apart but can these same technological advances on traceability and increasing transparency be also implemented in the food industry?
What can you lose?
Please feel free to contact us, let us understand your operation and we can see where you can capitalise on this new digital world!
* Mintel (2016) Global Packaging Trends ‘a fast forward look at how the next generation of packaging is engaging consumer in 2016.