Internet of packaging (iop) for consumer experience: a performance management and measurement design case

TY - CONF

T1 - Internet of packaging (iop) for consumer experience: a performance management and measurement design case

AU - Tambo, Torben

AU - Lydekaityte, Justina

PY - 2019/11/19

Y1 - 2019/11/19

N2 - Using smart sensor technology from the Industry 4.0 principle along the supply chain and extending this into the consumer settings is regarded as prospective into creation of the forms of digital consumer engagement, marketing and analytical opportunitities. This study is analysing near field communication (NFC) tags embedded into consumer packaged goods for creation of more advanced patterns of interaction in the situation of consumption. This study suggests to make performance measurement and management as integrated into the product – consumer interaction design considering both use of and retrieving of objective data elements for analytical processing and overall performance management of the marketing efforts and impacts. This study highlights certain design considerations related to large data amounts combined with a relative high level of uncertainty related to product life-cycles. However, the benefits of the improved insight into consumption and consumer experience is prospective to brand-owners.

AB - Using smart sensor technology from the Industry 4.0 principle along the supply chain and extending this into the consumer settings is regarded as prospective into creation of the forms of digital consumer engagement, marketing and analytical opportunitities. This study is analysing near field communication (NFC) tags embedded into consumer packaged goods for creation of more advanced patterns of interaction in the situation of consumption. This study suggests to make performance measurement and management as integrated into the product – consumer interaction design considering both use of and retrieving of objective data elements for analytical processing and overall performance management of the marketing efforts and impacts. This study highlights certain design considerations related to large data amounts combined with a relative high level of uncertainty related to product life-cycles. However, the benefits of the improved insight into consumption and consumer experience is prospective to brand-owners.

KW - Internet of packaging

KW - Industry 4.0

KW - Performance management

KW - Consumer experience

KW - Interaction design

M3 - Paper

SP - 1

EP - 4

T2 - PMA Symposium 2019

Y2 - 18 November 2019 through 19 November 2019

ER -