Showcasing at Labelexpo 2019,
Xeikon is presenting its latest advancements in labeling technology, a new
‘smart label’ solution developed and created in partnership with UPM Raflatac
and Magic Add. Demonstrations are being held on both Xeikon and UPM Raflatac’s
stands at the show. The cloud-based application enables track and trace
capability for labels; it is designed to help brand owners wanting to bring
labels and packaging online, they are now better able to measure the success of
their campaigns or to control the supply chain. All of Xeikon’s solutions are
developed with value as a top priority. This solution is designed to achieve
consumer trust and confidence in the brands, and bring added value to the end
user.
Jeroen Van Bauwel, Director
Product Management at Xeikon, explains, “More and more brands want to say ‘we
are providing the authentic product’. In creating this smart label solution for
brand owners, we have worked with UPM Raflatac and Magic Add to put the ‘smart’
part into label design. Many industries are integrating technology into their
product lines and producing ‘smart’ products to meet current trends. Xeikon
continues to utilise the constant advancements in technology for the benefit of
the label community. This smart label solution incorporates technology that
extends the functionality of labels and packaging beyond traditional print
methods. What’s exciting is the technology behind the action.”
Every package is made unique
with an image, text, a number or a code, and it is ready to be scanned with
standard applications. There are a number of options such as QR codes that give
consumers the ability to track their product throughout its complete life
cycle. End users can trace the place of origin of their product and every step
from there through to the consumer. They can check storage conditions during
transport and track the journey of the product from supplier to retailer.
Knowing that their product is authentic gives the consumer confidence to trust
the brand. Smart labels have the unique ability to allow manufacturers to
continue to interact with their customers, even after the initial purchase is
done and the product has been brought home.
Xeikon’s smart label solution
works in a number of ways. The end user benefits from the engagement and the
experience of access to added value information and advice, while the brand
owner and the product supplier can gather data, which helps them research into
consumer preferences and the most popular products. Converters can widen their
application range and offer new functionality to their customers, and
marketeers can plan more meaningful and targeted campaigns.
Through Xeikon’s smart label
solution, brand owners searching for new ways to maximise their brands can see
who is buying their product and build a buyer’s profile that adds to the market
intelligence, which helps them meet consumer demand. The data helps them
improve their campaigns and better serve the consumer and the overall markets.
By understanding consumer preference, the brand owner can, more efficiently,
meet consumer demand. By securing the supply chain, they can prevent
counterfeiting and copying, and improve their brand image. They can manage and
protect their brand through overall traceability.
