The Connected Product Advantage


by Henrikke Sylte

Young woman smiling while using smartphone standing against shelf in pharmacy

Today’s consumers are driven by a set of new demands and expectations for connected and personalized experiences delivered in real-time.

As it stands we are only at the beginning of the Internet of Things (IoT) revolution. Predictions state that over the next five years, the number of “things” connected to the internet will more than triple. Growing from 15 billion today to 50 billion by 2020.

IoT has become one of the most popular phrases in the tech industry. It has opened up a world of new opportunities for a number of industries, ranging from healthcare to food. It is now possible for brands to connect all types of consumer products. From connected kettles and doorbells to connected make-up and chocolate for the benefit of the end consumer.

However, this digital transformation is also enabling the industry to drive greater operational efficiencies. Increasing competitiveness and developing new business models. In addition, the IoT is also helping tackle a whole range of global issues. From supporting efforts to combat climate change, through the provision of more accurate environmental monitoring. To fighting food and water insecurity using smart infrastructure.

The Marketing Advantage

The IoT’s rapid growth has completely transformed the marketing landscape. It has allowed brands to go beyond the traditional product experience. Connected products deliver a number of brand benefits. They help brands to boost sales as a result of their ability to nurture brand loyalty, to anticipate needs, and to personalize and create unique experiences. Connected products also feed the growing consumer demand for more information and guarantees of product authenticity.

One of the most significant benefits of connected products is the vast amount of data that can be collected once products are made digital. This data gives brands the power to gain a deeper insight into their consumer base, which helps inform their wider product development. This also allows brands to make meaningful interactions with consumers, 24 hours a day, seven days a week.

The Supply Chain Advantage

Connected products have also revolutionized supply chain management (SCM). It becomes easier for brands to ensure greater visibility on the movement of their goods from creation to consumption.

From agriculture to manufacturing, every step in the production and transit process presents challenges that can make or break the supply chain. Transportation delays, lax monitoring of cargo, theft, operator error, and outdated IT failures. These are all factors with the potential to jeopardize a brand’s profits or reputation. However, connected products enable item-level monitoring, with brands able to verify that goods have arrived in time, at the right destination, and intact.

The Kezzler Advantage

Kezzler is at the forefront of digital transformation. As a global leader in serialization technologies, Kezzler’s mission is to build a world of authentic, transparent, and connected products through the application of a unique, secure, and traceable identity in the form of a code at the item level.

With over 16 years of experience pioneering serialization technologies for supply chain visibility, brand protection, and connecting with consumers. Kezzler’s solutions are used by global brands in multiple industries including fast-moving consumer goods, food and beverage, agriculture, luxury, industrial, and pharmaceuticals. Today, more than six billion products now carry unique Kezzlercodes.

Connected product experiences in the real world

One of the ways in which Kezzler helps brands leverage the various benefits associated with connected products is by elevating the consumer product experience.

Together with packaging leader Amcor since 2015, Kezzler has collaborated to bring Cadbury their first personalized, virtual Valentine’s Day gift with the campaign “What would you say with Milk Tray?”  Amcor’s end-to-end digital packaging system MaXQ enabled Cadbury to re-invent the notion of sharing a box of chocolates. Consumers were able to record a personal video message to their loved ones which were delivered along with their favorite chocolates, making Valentine’s Day a bit more memorable and personal.

Kezzler’s technology made this creation possible by giving each Milk Tray box a unique code. Once their loved one had received the chocolates. He or she simply rescanned the code to view the video. After listening to the message, the recipient then had the choice to post the message on social media, in order to share the love.

Campaigns like this help brands get closer to their consumers. In a way that has not been previously possible, helping them to become truly embedded in the consumer’s world.

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