NFC and Active and Intelligent Packaging

3 Questions with Eef de Ferrante, Managing Director of the Active and Intelligent Packaging Association*

1. Why is active and intelligent packaging important?

Active and intelligent packaging is disruptive, digital and dynamic.

It will fundamentally change the way packaging is perceived and used by everyone on the planet.  It does this in several ways but arguably and most importantly it fundamentally addresses the critical issues of food waste, fraud and supply chain management with the use of packaging technology.

From a marketing perspective intelligent packaging has the potential to be the most powerful marketing tool brands have ever implemented.  It brings a whole new dimension to the Brand/Consumer relationship and a new paradigm to the way Brands and Consumers communicate.  We’ve only scratched the surface on the changes, opportunities and innovations active and intelligent packaging will create.

2. What benefit does NFC bring to active and intelligent packaging? How is it used?

It makes two-way communication – Brand to Consumer – much easier. It starts the conversation!

NFC is accessed easily and quickly through the ubiquitous smartphones and can be used as a multi-dimensional means of adding value and services to build confidence and loyalty to a Brand.  Services to entertain, loyalty programs or authentication are all possible.  In short, NFC used with active and intelligent packaging enhances the Consumer experience and extends the Brand further into the marketplace by making engagements and transactions easier and more secure.

3.What does the market for this solution look like today? In the future?

As smartphone use increases the way people shop and browse for items will be facilitated using NFC because it offers a secure transactional ecosystem which Millennials and Generation Z take for granted.  In the future, any Brand which wants to build a strong relationship with its customers will do so via NFC on its packaging.  It is no longer restricted to higher value items such as wines, spirits or cosmetics and production costs are falling dramatically – so the market can expand rapidly.

*AIPIA is an NFC Forum liaison partner