Smart packaging: definitions, models and packaging as an intermediator between digital and physical product management

ABSTRACT

The purpose of this paper is to examine the traditional ‘contain–protect–communicate–facilitate convenience’ model of the main packaging functions, to revise each component of it in relation to packaging strategies and smart packaging applications, and to establish a new model of the main packaging functionalities concerning the analysed data. The scientific approach of this paper is twofold: it is based on an extensive literature review focused on articles related to packaging science and on a set of empirical observations from industrial cases of enhanced packaging with a higher emphasis on interactive packaging. The key findings of this paper are the two principal purposes of smart interactive packaging: (1) to enhance the product’s functionality or experience in order to serve its primary initial purpose more effectively and (2) to improve consumers’ experiences through engagement and entertainment in both the retail and the usage environment. This paper proves its originality by considering shifts in technological opportunities in packaging to assure a broader range of design options in packaging and engagement, thereby leaving packaging as static item. Also, bridging the general consumer experience between digital marketing and physical shopping using packaging is a novelty in retailing and brand management. This research is in its early stages and limitations are given from the modest proliferation of smart and interactive packaging into empirical contexts. New technologies of packaging and the design decisions are expected to have significant practical implications for brand and retail managers as well as consumers.

KEYWORDS:

• Packaging functions
• smart packaging
• interactive packaging
• product experience
• consumer engagement

Disclosure statement

No potential conflict of interest was reported by the authors.

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Additional information

Notes on contributors

Justina Lydekaityte

Justina Lydekaityte is a first year PhD student in the Department of Business Development and Technology at Aarhus University. Her doctoral research investigates the potential and capabilities of enabling communication technologies that can be applied to consumer cardboard packaging to enhance consumers’ experiences and packed products’ functionalities. She takes a multidisciplinary approach that encompasses the fields of technology, engineering, business development and social science. She is a member of EngTech (Engineering & Technology) interdisciplinary research group in the same department, where she is enrolled as a PhD student. She holds a master’s degree in Engineering (Technology-based Business Development) from Aarhus University, Denmark, that investigated a conceptual improvement of LEGO® product cardboard packaging by incorporating a printed Near Field Communication tag to enhance the engagement-based interaction between the consumer and the product. Justina has published and presented papers and book chapters together with the Association for Computing Machinery, Wireless World Research Forum, Nordic Retail and Wholesale Association, and IGI Global.

Torben Tambo

Torben Tambo holds an MSc in Information Systems from Technical University of Denmark, 1989, and is now engaged as associate professor at Department of Business Development and Technology, Aarhus University and head of studies for MSc in Technology-based Business Development. Research interests include enterprise architecture, information systems, retailing, energy and supply chain management. Torben has previously published with Journal of Enterprise Architecture, Sustainability, Journal of Manufacturing Technology Management, Journal of Economic Dynamics and Control, Journal of Industrial Engineering and Management, International Public Policy Review, and Journal of Retailing & Consumer Services and several book chapters. Torben has participated in research programmes on distributed health care, future energy system business modelling, and network-based smart packaging.