The irruption of blockchain technology on different industries offers growing possibilities to inform consumers about the product they are buying, not only the origin of the raw materials but also how it is transported. This system opens up a world of knowledge completely different, thus it is no surprise that companies are increasingly adopting it in their strategies to connect with consumers.
In its core, blockchain is a chain of decentralised informational blocks by means of which every member involved in the production, distribution and use of a product can verify any transaction or action that has been made, creating a secure web without any intermediary or agent. Since it is a decentralized web, it does not depend on any Government, Central Bank or financial entity. Thus, this technology allows us to check, track and verify any change the product has undergone from its conception to its delivery, as well as its manufacturing.
Apart from easing the precise tracking of the product on its entire life cycle, blockchain technology offers the possibility to improve the regulatory compliance and meet audit needs. This provides brands with more control over the whole process, which enables to detect quality issues on time, and by extent avoid commercializing the product and the costs associated with it.
How can this technology meet consumers’ needs? Blockchain is especially effective if we have into account the current consumption ecosystem.
- An ever increasing number of consumers demand transparency to the brands. Consumers are more informed than ever, and demand real actions since the sole information provided by the brand is not enough. They now search for a better understanding of the origins and transport of the product in an authentic and verifiable way.
- One of the current challenges is to keep and guarantee the quality the consumer expects and wants in a product, and that implies knowing its origin. The production sustainability and the quality of its raw materials are some of the most concerning topics for consumers in an age where responsible consumption is a key purchase factor.
- Regarding the alarming growth of product counterfeiting, one of the goals is to answer the concerns about product authenticity. It is mandatory to assure the customers the origin of the goods, above all whenever they are food, medication, and cosmetic products used directly on the skin.
Client’s experience can be improved by printing variable codes on the packaging. This provide the consumers the necessary information about the product when they buy it. Let us review some of the implications the implementation of this technology can have on packaging.
More information for consumers
Now the information the consumers want to know is at their reach just by scanning the QR code printed on the folding carton with their smartphone. Not only will they be able to know the product’s origin, raw materials used in its manufacturing or the process used in the warehouse, but also the information about the packaging itself (for instance, if the goods they are about to purchase come from sustainable forests).
Although the information included in the code will entirely depend on what the brand wants to communicate according to their marketing strategy, this can satisfy the need for transparency demanded by consumers. Above all, it strengthens the company’s branding strategy and allows the brand to gain a preference position over its competitors who do not provide this information.
Product counterfeiting has been growing at concerning rates in recent years. A report by the European Union Intellectual Property Office (EUIPO) estimates that the value for counterfeit goods on a global basis could reach 460,000 million Euros, 120,000€ only in the European Union. It is a 6% increase compared to the previous report, produced by the same organization in 2016.
Variable codes printed on folding carton provides a solution for this problem. This technology is of utmost importance since the variable code assures the authenticity of the product and describes possible consequences for the consumers’ health. In addition, this measure protects the product’s integrity and eases control on its commercialization and origin places.
Better and more successful tracking
Since this system is incorruptible, the supply chain is even more reliable, so it cannot be altered or modified by any user or person. Thus, codification on the packaging is established once again as a vital element to access the product history.
This system also allows a stricter control of the production chain, improving the management of the distribution and optimizing shipping periods and development costs, thanks to this system it is now possible to measure with precision the time invested in this phase. In case there is any kind of problem with a specific product or batch, the source can be tracked quickly and easily, adopting solutions much more immediately.
In conclusion, adopting blockchain technology, thanks to variable codes printing, will provide much more information about every phase of the life cycle of the goods we purchase, as well as serve as a guarantee of its origin and authenticity. With it, we open a door to a myriad of possibilities for brands in their mission to attract consumers. It will also start the path to transparency about the manufacturing and commercialization of the products. If you want to get more information about the printing of these codes, do not hesitate to contact us, we will be happy to help you!