Wipak launches smart packaging Digimarc at FachPack 2018, coined the “future of retail”

Wipak launches smart packaging Digimarc at FachPack 2018, coined the “future of retail”

04 Oct 2018 --- Digimarc Barcode, launched at FachPack 2018 by Wipak, seeks to respond to the changing face of retail. Digimarc Barcode is nearly invisible and can permeate the entire package. This hopes to make it simple for consumers to scan large portions of the package to access product information and other engaging digital content, save space on packaging design and increase manufacturing efficiencies and reduce waste in the supply chain.

The technology seeks to respond to changing market dynamics, such as digitization becoming increasingly important as more than 90 percent of consumers use their phones in the shopping process, according to the Wipak. 

“Our new Digimarc Barcode technology is the possibility to enhance packaging in a new way. We integrate a nearly invisible code into the packaging design, making it possible to gain more information than what you have on the pack,” Maik Dworczyk, Leader Creative Team & Creative Area Manager at Wipak, tells PackagingInsights at FachPack 2018.

Click to Enlarge
Maik Dworczyk, Leader Creative Team & Creative Area
Manager at Wipak spoke to PackagingInsights at FachPack
in September in Germany.

“First, you can integrate information that you can scan via your application or brand-app. You can get allergenic and nutritional information, whether the product is vegan for example. You get a new level of information that doesn’t need to be physically printed on the pack.”

“Secondly, it can be used for retail on the retail scanners. It's the barcode of the future in this way. If you take a product, you won’t need to search for the barcode on the packaging. The invisible code can embed the information of the barcode and its printed all over the pack. Meaning, it's very easily scanned,” Dworczyk adds.

In this way, an added benefit that hopes to come to producers who employ the Digimarc is the saving of space on the packaging design – there will be no need to barcodes, excess information or QR codes. All the information will be within the “nearly invisible” Digimarc code.

To integrate Digimarc barcode into a pack, Wipak will be able to generate the required codes by themselves. Following this, Wipak will incorporate the codes into its gravure, flexo- or ProDirect inkjet digital printing technology to create the finished product.

The future of retail?
Dworczyk explains that Wipak sees the future of retail changing. Supermarkets and smaller stores increasingly have fewer employees, leaving consumers to do more on their own. The revival of QR codes and stores such as Amazon Go are examples of this, he explains. As consumers are expected to scan more themselves, “this nearly invisible code is easier to use in checkout and with hand-held scanners.”

Click to Enlarge
Wipak has been working on smart packaging solutions
for a while, with its AR focus being just one example.

“We are interested in how this will develop. We are sure it will be positive as there is a lot of interest in these types of technologies such as codes and enhancements of packaging concepts. Packaging is becoming more and more important for retailers and consumers in this way,” says Dworczyk.

Wipak’s digital portfolio is growing: “Wipak has been tapping into this digital technology for some time now and has gained valuable expertise as a result,” explains Patrick Verhelst, Sales and Marketing Director at the Wipak Group. “From invisible watermark printing, augmented reality and ‘self-talking’ packages, to offering Digimarc Barcode, we are proud to be at the forefront of the digital packaging revolution in Europe.”

Indeed, in 2014, in addition to the self-talking system that received the WorldStar Award, Wipak moved its attention to focus on Augmented Reality (AR) through invisible codes and apps for mobile devices. “These technologies will allow our customers to add increased value to packages,” explained Nina Tillaéus, Marketing Manager at Wipak. “Videos, 3D models, voice, images, or texts – important information about the packaged products or about the company can be entertainingly presented to consumers.”

Fast-forward to 2018 and Wipak is the first packaging producer to be named a Digimarc partner in Europe, marking its progress since its AR launches in 2014.

“Our long-standing relationship with Digimarc has seen us become true specialists in bringing the technology to the packaging market, and in creating new and unique concepts. Combined with our premium quality print designs and state-of-the-art printing technology, this ensures we offer our customers cutting-edge solutions and real added value.”

Watch the full video interview with Maik here.

You can read PackagingInsights' full photo review of FachPack 2018 here.

By Laxmi Haigh

To contact our editorial team please email us at editorial@cnsmedia.com

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