Health and wellness brands looking to engage consumers while collecting real-time supply chain and user data can now elevate their omnichannel marketing strategy using CpaX NFC Connected Packaging.
Jones Healthcare Group launched this platform complete with intelligent package components and customizable cloud software to drive digital user experiences and decision-making like never before.
“Product packaging is now a major player in our connected world through the ‘Internet of Things,’ delivering incredible benefits to both brands and consumers,” says Nic Hunt, chief strategy officer at Jones. “Through CpaX, brands have new ways to address critical safety and brand protection issues like counterfeiting and grey market diversion, while also engaging consumers remotely, encouraging behavior and sharing information in real-time – truly learning more about your customer and product lifecycle than ever before.”
Here’s how it works:
- Brands work with Jones to select their NFC tag type based on unique needs;
- Jones develops physical packaging with brand holders, and embeds NFC tags into that packaging;
- Jones, digital partners and brand holders develop the digital experience enabled by the packaging;
- When the product reaches retail shelves, consumers tap smartphones or other NFC-enabled devices to interactive packaging, engaging with the partners’ digital experiences. And, those experiences can be changed in real-time;
- Brands access a cloud portal to track and measure products and consumer experiences at the individual item level
“CpaX NFC packaging has important implications for healthcare in particular,” said Chris Jones Harris, principal corporate development at Jones. “Consumers are turning to self-care more than ever and this connectivity allows brands to share real-time information about health products and pharmaceuticals, including at-home health testing kits – whether it’s video tutorials and usage instructions, medication indications, test results, or recall information. There’s a lot of power in healthcare packaging today.”
While CpaX NFC packaging can connect to any digital experience a brand chooses, Jones offers an “out-of-the-box” digital solution for brands in partnership with TPG Rewards Inc.
The experience includes product authentication, a digital sales associate to educate consumers on your product, and a cloud-based platform for displaying engagement metrics such as location, time and item identification.
What's more, brands can choose to add loyalty programs, rewards, couponing and game capabilities. Jones also partners with a range of additional digital providers who can help brands create differentiated experiences.