Packaging considerations for omnichannel marketing

While e-commerce continues to drive changes to primary and secondary packaging to mitigate damage during shipping, sustainable and smart packaging solutions continue to evolve, especially for the more complex omnichannel.

Packaging considerations for omnichannel marketing
Packaging considerations for omnichannel marketing

A new 20-page white paper from PMMI Business Intelligence, “Omnichannel Retail: Operating Harmoniously in an Integrated, Digitally Enabled Supply Chain,” addresses how CPGs and 3PLs are changing packaging to serve omnichannel demands.

Smart Packaging

For the warehouse, internal order tracking is one of the most crucial capabilities associated with an effective omnichannel model. Automated conveying and advanced sensing technology are important aspects of internal tracking, but when it comes to fulfillment, companies are considering smart packaging.

The expansive and comprehensive management systems being utilized by omnichannel companies are increasingly being deployed in warehousing operations, opening the door for smart packaging solutions.

At its core, smart packaging allows an omnichannel company to more accurately keep track of products as they move through their organization, especially during the fulfillment process. Imbedded technology in the package, such as RFID and NFC (near field communication) capable components, enables omnichannel companies to track a product’s journey. This gathered data is in turn managed by a larger integrated system, which not only allows for wireless product tracking, but also gathers and logs valuable data points for future efficiency analysis.

“We have incorporated smart communications and QR codes at the consumer level and are using NFC on a limited basis for pallets,” explains one consumer health care products manufacturer.

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