Institut for Forretningsudvikling og Teknologi

Smart and interactive packaging – on long term studies and technological enablers in retailing of consumer packaged goods (CPG)

Publikation: Bidrag til bog/antologi/rapport/proceedingKonferencebidrag i proceedingsForskningpeer review

Smart and interactive packaging (SIP) is the expectation that the packaging of consumer packaged goods (CPG) in certain sectors will converge and bridge between the digital product development, the digital marketing, the digital customer engagement and the physical retailing. This are CPG using SIP expected to promote customer experience and engagement from the store shelf and into the home. SIP is based on a range of technologies to mention conductive inks, printed electronics, smart paper, augmented reality, internet-of-things, retail digital network architectures.
With SIP it is possible to create a digital interactivity and personal adaptiveness of the individual product including storytelling, game inspired features, user support, operational guidance, and similar interactive features of the product. Moreover there might be established a clearer digital link between product, brand and consumer e.g. in forms of loyalty programs or consumer guidance. Examples are internet-of-things based lids in bottles of beverages or detergents helping the consumer but also feeding back to the brand.
This paper is discussing SIP as an emerging technology with characteristics of high level uncertainty and risk in decision making although design opportunities are readily at hand. In review the technology as emerging, competing technologies, investment capabilities, operational readiness and maturity must be brought in to question.
Key findings relate to proliferation and maturity of enabling technologies all through the value chain of CPG, the retail setting and the branding. Theoretical foundations are found in technology roadmapping, technology intelligence, technology foresight and corporate foresight.
TitelProceedings of the 28th International Association for Management of Technology Conference
RedaktørerKaruna Jain, Shirish Sangle, Ruchita Gupta, Jinil Persis, Mukundan R
Antal sider12
ForlagExcel India Publishers
Udgivelsesår10 apr. 2019
ISBN (Elektronisk)978-93-88237-54-3
StatusUdgivet - 10 apr. 2019
BegivenhedInternational Association for Management of Technology - National Institute of Industrial Engineering, Mumbai, Indien
Varighed: 7 apr. 201911 apr. 2019
Konferencens nummer: 28


KonferenceInternational Association for Management of Technology
LokationNational Institute of Industrial Engineering

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