Internet of packaging: Artifactual representation for bridging between digital marketing and physical retailing

TY - CHAP

T1 - Internet of packaging

T2 - Artifactual representation for bridging between digital marketing and physical retailing

AU - Lydekaityte, Justina

AU - Tambo, Torben

PY - 2020/7

Y1 - 2020/7

N2 - Most physical products are nowadays marketed, designed and often sold via digital platforms. However, retail is one of the worlds biggest industries in terms of employment and revenue. The core technology of retailing is the flow of goods in terms of receiving, presenting and selling goods. Associated processes in this context is attracting customers, inciting customers, engaging customers, ensure customer satisfaction and customer loyalty, along with handling of unsellable and returned goods. Goods can be distinguished between Consumer Packaged Goods (CPG), unpackaged goods, and food vs non-food. This chapter discusses, defines, analyse and set of perspectives for CPG in the non-food sector. Focal for this is the anticipation of packaging getting a stronger and more engaging role in the future. As of today, packaging can tell small stories, and minimally connect the consumer with the brand using written information, URL’s, facebook “follows”, QR-codes, customer service phone numbers, and more. With the concept of Internet of packaging (IoP) it is expected that CPG packaging will encompass active or activating elements of digital technology enabling interactivity between consumer and products both in-store and at home. It will therefore introduce a bridge between existing digital and internet-based representations of products and the product itself.

AB - Most physical products are nowadays marketed, designed and often sold via digital platforms. However, retail is one of the worlds biggest industries in terms of employment and revenue. The core technology of retailing is the flow of goods in terms of receiving, presenting and selling goods. Associated processes in this context is attracting customers, inciting customers, engaging customers, ensure customer satisfaction and customer loyalty, along with handling of unsellable and returned goods. Goods can be distinguished between Consumer Packaged Goods (CPG), unpackaged goods, and food vs non-food. This chapter discusses, defines, analyse and set of perspectives for CPG in the non-food sector. Focal for this is the anticipation of packaging getting a stronger and more engaging role in the future. As of today, packaging can tell small stories, and minimally connect the consumer with the brand using written information, URL’s, facebook “follows”, QR-codes, customer service phone numbers, and more. With the concept of Internet of packaging (IoP) it is expected that CPG packaging will encompass active or activating elements of digital technology enabling interactivity between consumer and products both in-store and at home. It will therefore introduce a bridge between existing digital and internet-based representations of products and the product itself.

KW - Interactive packaging

KW - digital marketing

KW - retail information systems

M3 - Book chapter

SN - 9781799834731

BT - Encyclopedia of Organizational Knowledge, Administration, and Technology

A2 - Khosrow-Pour, Mehdi

PB - IGI global

CY - Hershey, USA

ER -