In Clear Focus: Connected Packaging with Jenny Stanley
Jenny Stanley, managing director of Appetite Creative, discussed the role of connected packaging and its impact on marketing and consumer behaviour in a recent interview for the IN CLEAR FOCUS Podcast. She explained that connected packaging bridges the gap between physical and digital environments, allowing consumers to interact with products through QR codes and other technologies. This innovative approach offers valuable data collection opportunities for brands and provides insights into consumer habits and preferences.
Jenny emphasised the growing importance of sustainability in packaging and the need for brands to communicate their environmental efforts to consumers. Connected packaging can be a powerful tool for conveying sustainability messages and collecting data about consumers' environmental preferences.
She also highlighted the role of AI in shaping the future of smart packaging, mentioning AI-powered analytics tools and chatbots that enhance the user experience. Jenny shared an unexpected insight from a campaign for a milk brand, showing the value of asking consumers specific questions to gain a deeper understanding of their motivations and needs.
Overall, connected packaging is on the rise, with brands recognising its potential for data collection, sustainability messaging, and consumer engagement. Appetite Creative is actively exploring AI applications and supporting sustainable initiatives with connected packaging solutions.
