Avery Dennison Addresses Smart Packaging as a Business Tool

By Edson Perin

The growth of e-commerce, particularly during the COVID-19 pandemic, has created a new demand for advanced packaging design.

Ed. Note: A version of this article originally appeared at  IoP Journal.

Avery Dennison has been among the companies that most develops and brings together knowledge about smart packaging and generates solutions to improve efficiency for the management of supply chains. As a result, the firm has invested in technologies that enable new experiences to improve sales of consumer products.

At a seminar held virtually last month for a Brazilian audience, the firm brought to light several of its concepts intended to meet new market needs. The growth of e-commerce, the company reports—especially during the pandemic—has created a new demand for advanced packaging design and an increased need for smart packaging.

Fernanda Castro (center), Fabiana Wu (right) and Ralph Olthoff (left) spoke during Avery Dennison's virtual event.

During the seminar, titled "Reinventing Labels Through Neuromarketing," Ralph Olthoff, Avery Dennison's global segment director for wine and spirits, explained how well-developed packaging must consider color, material and print quality, as well as shape and texture, in order to create a unique and effective connection with consumers. For instance, he said, "One wine package demonstrated that its greener colors were more attractive to women than to men."

Olthoff explained that what packaging does in a physical environment is not always reflected equally in the online space. "A package developed and successful in the physical world may not have the same effect in the online world," he noted. "Therefore, given the important growth of e-commerce, especially due to the pandemic, we must consider the development of packaging that is more attractive in this scenario, including using neuromarketing resources."

One issue addressed at the event was the use of Near Field Communication (NFC) technology to facilitate new connections with customers, through a more direct relationship between end users and manufacturers. Amir Khoshniyati, Avery Dennison's head of NFC business for North America, outlined some experiences and success stories using NFC features, including those involving QR codes.

Yonathan Lapchik,  Suku World's CTO, discussed how NFC enables users to reinvent consumer experiences with augmented reality (AR) and other features. "You can, for example, try out what a sofa you intend to buy in your living room would look like [through AR] before you even purchase it," Lapchik said, adding that the Suku platform, used in conjunction with Avery Dennison's technologies, can understand the data generated by consumers. "A shampoo brand, for example, can interpret and manage consumer data, allowing targeted campaigns to be created."

"In 2021, Avery Dennison has begun the reconstruction of a more human, transformative, technological and planet-tuned reality," stated Fernanda Castro, a marketing executive at Avery Dennison Brasil. "You are also invited to reinvent." Fabiana Wu, an Avery RFID executive, added, "Invention is an ongoing event that goes far beyond creating something new. It is to propose new ways of showing, doing and solving. It is to masterfully bring new possibilities to what is already known."