And the first use of the technology will be for a yogurt produced by Inner Mongolia Yili Industrial Group Co, one of China’s largest dairy producers.
Its ‘Perfect Love’ fruit yogurt with the QR code in the closure will direct consumers to a WeChat mini-program, full of content designed to keep consumers engaged and entertained.
SIG said Yili can now attract more offline consumers to buy online and build a membership system. The data capture will also help to optimize the company’s long-term brand strategy. The company said the system can be used to direct consumers to content, competitions, questionnaires, loyalty programs and shopping offers.
SIG’s digital closure solution, launched initially in the combiGo closure for on-the-go packs, now enables food and beverage customers to apply QR codes to the inside of closures, which are only visible to the consumer.
With more than 40% of the world’s population online and 70% with a smartphone, SIG said PAC.ENGAGE offers a range of communication options for companies looking to get closer to consumers and build target audiences.
Hanno Bertling, senior product manager closures at SIG, said, “Hiding QR codes in closures offers a more personal touch and this new way of communicating with consumers offers unique and fun online marketing opportunities for our customers.”
Ayed Katrangi, senior product manager digital marketing at SIG, said, “IoT and connected packaging innovations are opening up new and creative ways to track and interact and our PAC.ENGAGE solutions allow every product to act as a data-driven information and media source. Our exceptionally user-friendly coded closures will bring a new personal and emotional experience to consumers, allowing brands to build a close and engaging relationship with their audience.”