Larry Logan Live Webinar: Winning Customer Loyalty Through Digitally Empowered Packaging
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WINNING CUSTOMER LOYALTY through digitally empowered packaging Larry Logan Chief Marketing Officer Digimarc Corporation
Transcript of Larry Logan Live Webinar: Winning Customer Loyalty Through Digitally Empowered Packaging
WINNING CUSTOMER LOYALTY through digitally empowered packaging
Larry Logan Chief Marketing Officer Digimarc Corporation
AGENDA
1. Challenging Times
2. The Consumer Demand for Content
3. Challenges to Providing Consumer Content
4. Types of Package Triggers
5. Our Approach at Digimarc
6. Types of Content
7. The Package as Brand Narrator
8. Q&A
Topics
20 YEARS OF INNOVATION AT DIGIMARC®
1100 Patents Issued and pending
20 Years of Operation
Well capitalized public company with strong operating history
EXPERTISE Print Technologies and processes
APPLICATIONS Industry Standards
in security for currency, government issued IDs, and movies; additional applications in audience measurement for TV and radio, print-to-mobile publishing, copyright protections, and shopper’s journey enablement.
18 Years in Security Continuous service to global consortium of Central Banks
LATEST DEVELOPMENT Digimarc® Discover and Barcode focused on retailers, brands, and modern mobile-centric shoppers.
CHALLENGING TIMES
CONSUMER BEHAVIOR IS CHANGING
of GenY (18-29) use a smartphone WHILE SHOPPING IN-STORE
Sources: Google Shopper Marketing Agency Council; Deloitte “Navigating the Digital Divide 2015” Thrive Analytics and Local Search Association, “Local Mobile Trends Survey,” April 2014
are willing to SCAN PRODUCTS
CONSUMERS WANT MOBILE ENGAGEMENT
73% 97%
Sources: Google Shopper Marketing Agency Council; Deloitte “Navigating the Digital Divide 2015” Thrive Analytics and Local Search Association, “Local Mobile Trends Survey,” April 2014
less YOY for $ comparison
MORE FOR INSPIRATION AND IDEAS
MORE $ SPEND
CONSUMERS WANT MOBILE ENGAGEMENT
30% 25%
Digimarc – Harris Survey October 2016
of U.S. adults say reading a product package in store helps them make a
PURCHASE DECISION
85%
CONSUMERS WANT MOBILE ENGAGEMENT
of U.S. adults have wanted than appears on a product package.
MORE INFORMATION
CONSUMERS WANT MOBILE ENGAGEMENT
78%
Digimarc – Harris Survey October 2016
are more likely to research and when they do not get the info they need.
PURCHASE ONLINE
75%
CONSUMERS WANT MOBILE ENGAGEMENT
Digimarc – Harris Survey October 2016
PACKAGING REAL ESTATE IS BECOMING EXHAUSTED
“ ”
…packagers must still create a label that includes all necessary information, but on a much smaller space.
“Personal care packaging gets personal,” Packaging Strategies Magazine, January 12, 2016
CONSUMERS DEMAND SMALLER PACKAGES
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OPERATIONAL EFFICIENCIES
WHAT ARE THE ENGAGEMENT TRIGGERS?
UPC & QR CODES
Looks like this Performs like this
DIGIMARC BARCODE / GS1 US DWCODE
BENEFITS TO THE RETAILER
SCAN AT ANY ANGLE • Faster checkout • Easier self check-out • Scans even with damaged
or hard-to-read UPC codes
BRAND ENGAGEMENT • Health programs • How-to videos • SmartLabel™ content • Coupons/promotions
BENEFITS TO THE CONSUMER
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SIX BARCODES OR 200?
DYNAMIC UPDATING
SERIALIZED CODES
Customer
Location
Refill Date
Special Offers
0001 0002
Benefits to the brand
Manufacturing • Efficiencies in on-‐line produc6on • Reduced inventory shrinkage • Improved quality control • Tracking of design revision control • Lot and manufacturing date codes
for food safety
Warehouse • Efficiencies in order fulfillment • Enhanced inventory control • Traceability of returns &
reclama6ons • Speed of pick & pack
Retail Distribu5on Center • Speed of order fulfillment • Enhanced inventory control • Traceability of returns &
reclama6ons • Speed of pick & pack
Retail Store • In store consumer engagement • Evalua6on of planogram compliance • Faster and more efficient retail
servicing
• Restocking & direct store distribu6on opportuni6es
• Improved loss preven6on-‐barcode swapping
• BeFer checkout experience both aFended and self check out
• Delivery of couponing & loyalty programs
• Reduced inventory shrinkage
Point of Sale • Improved consumer informa6on • Access to SmartLabel™ • Digitally enabled POS signage • Evalua6on of OSA (On Shelf Availability)
Home • Access to product availability • Increased product informa6on • Immediate placement of product reviews • Immediate access to online product reviews • Product lifestyle and usage informa6on
BENEFITS TO THE BRAND
TYPES OF COMMUNICATIONS
Product recommendations Use guidance Brand story Edu-tainment Social networks Re-ordering Product transparency • Smart Label • Nutrition Facts Label • GMO Labeling
COMPLIANCE
SHAZAM
DAGSCHOTEL
GMO – Safe and Accurate Food Labeling Act
Food Nutrition Label Deadline July 26, 2018
PRODUCT TRANSPARENCY
SmartLabel™
Conceptual — for demonstration purposes only
SmartLabel™
Conceptual — for demonstration purposes only
Conceptual — for demonstration purposes only
LOCATION-‐SPECIFIC AUDIO RECOGNITION
Conceptual — for demonstration purposes only
BUY NOW PRODUCT INFO
REVIEWS RECIPES
RECOMMENDATIONS TRIVIA
SHOPPING LISTS PRODUCT LOCATOR HOW TO VIDEOS
COUPONS SWEEPSTAKES
SHARE MOBILE CHECKOUT SCAVENGER HUNT
BUY NOW PRODUCT INFO
REVIEWS RECIPES
RECOMMENDATIONS TRIVIA
SHOPPING LISTS PRODUCT LOCATOR HOW TO VIDEOS
COUPONS CONTESTS SHARE
MOBILE CHECKOUT SCAVENGER HUNT
Would be willing to pay MORE FOR A PRODUCT that offers complete transparency in all attributes.
Would be LOYAL FOR LIFE if it provided complete transparency
Would SWITCH TO A NEW BRAND if it offered full product transparency
TRANSPARENCY = MORE MARKET SHARE
39% 56% 73%
2016 Label Insights Transparency ROI Study
FUTURE PROOF YOUR PACKAGING
YOUR PACKAGE AS BRAND NARRATOR
Challenging Times
The Consumer Demand for Content
Challenges to Providing Consumer Content
Types of Package Triggers
Our Approach at Digimarc
Types of Content
The Package as Brand Narrator
Q&A
Topic
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The Barcode of Everything™
©2016 Digimarc Corporation
Larry Logan Chief Marketing Officer
Digimarc Corporation
