Leading UK and Asia based speciality packaging supplier, Parkside, has recently launched an intelligent packaging solution – an embedded image technology that can be printed on packs to enable consumers to connect directly to the retailer or brand via their smart phone or tablet.

Developed under the brand name, APParition™, the solution allows an embedded image to be hidden within existing pack graphics, the image is invisible to the naked eye, but detectable by most modern mobile devices. This avoids the need to include bulky QR codes on pack and frees up space for brand graphics.

Once the pack is scanned, consumers access recipes, nutritional information, sourcing details, vouchers, competitions and much, much more. Connectivity can also happen in store or at home giving users complete flexibility.

Included in the design of the APP is the ability to incorporate sound files which enable hard of hearing or aging consumers to hear the pack ‘speak’ to them to receive key legal or nutritional information as needed.

For brands and retailers, the technology also provides an enclosed loop for CRM data collection and analysis, leading to better and more productive customer relations in terms of sales and service.

The data generation capability enables a better understanding of consumer behaviour, with the data collected allowing tailor made marketing messages to individuals based on the data collected. A further key benefit of the solution for retailers is the ability to drive consumers around their stores to purchase complementary goods, via offers and recipes, enhancing the ability to upsell the consumer at the point of purchase.

APParition can also be used for anti-counterfeiting purposes to increase brand security and is therefore particularly attractive to alcohol, tobacco and high value categories.

The downloadable APP is simply linked to a specifically designed website or the company standard landing page and includes up to 8 pay offs for completely flexible use by the owner; the back end landing pages also being completely modifiable without the need to change the embedded image on pack, saving excessive reproduction costs.

Head of Sales at Parkside, Paula Birch says, “As the packaging industry moves forward, a new and innovative way to provide key promotional messages and product information is through consumer interaction directly with the pack. The APParition technology creates a better understanding of customer behaviour using the latest smart phone and tablet technology and we are therefore really excited about how this technology benefits the entire packaging supply chain.