Constantia Flexibles gears up for interactive packaging with strategic Wikitude partnership

16 Oct 2018 --- Global flexible packaging supplier Constantia Flexibles is seeking to enrich the connectivity of its packaging by partnering with a world leading Augmented Reality (AR) company in Wikitude. Through its new platform, “Constantia Interactive,” the supplier is enabling consumers to connect with their favorite brands while gathering data on consumer behavior. The aim of the partnership is to “jointly expand the interactive packaging market.”

Conscious buyers want to know more: What is really in the product? What else can I use it for? There is usually not enough space for extra information on a drink or medication package. However, consumers want precisely that: “According to our survey, 69 percent would rather choose a product for which they can call up useful additional information with their smartphone,” says Alexander Baumgartner, CEO of Constantia Flexibles.

“Our answer is ‘Constantia Interactive.’ As soon as the smartphone camera detects the innovative product packaging, additional information about ingredients, instructions for use or interactive marketing campaigns appear,” Baumgartner says.

Augmented Reality: from niche to the hands of every consumer
Exactly because packaging comes in different shapes and sizes, it’s important to have a reliable mobile app that can recognize them all. Augmented reality apps based on Wikitude can do that whether the user has an Android, iOS or Windows devices.

Wikitude CEO, Martin Herdina, is confident these capabilities will change the world: “Google search revolutionized the Web 20 years ago. Likewise, Augmented Reality will fundamentally change the way we consume information.” The strategic collaboration with Constantia Flexibles is another important step in that direction. “When customers unite product discovery with such apps on their everyday shopping, augmented reality will soon be the norm to every consumer,” says Herdina.

For Constantia Flexibles, interactive packaging will be one of the key topics at this year's Pack Expo, the largest packaging trade show in the world which takes place in Chicago from October 14-17. For brand owners, the benefits of interactive product packaging and the associated customer relationship platform are obvious: they learn a great deal about the wishes and habits of their consumers. With this valuable data, companies can improve their products and target consumers more effectively without having to pass on data to third parties. All of this strengthens the customer's relationship with the brand.

Read more about innovation in connective packaging technologies here.