by Jeroen Van Bauwel
Partnership with UPM Raflatac & Magic Add
Showcasing at Labelexpo 2019, Xeikon will present its latest advancements in labeling technology, a new ‘smart label’ solution developed and created in partnership with UPM Raflatac and Magic Add. Demonstrations will be 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.
Improving brand equity?
Engaging with the consumer through smart labels has endless creative possibilities. Information can include recipes, wine recommendations, details and advice on food calories, health and dietary information. Importantly for the pharmaceutical sector, an extra layer of information can be added to communicate on vital guidelines and safety warnings. In the food sector, brands can use the smart label to show the origin and composition of their product. This is a good example of one of the key benefits of Xeikon’s smart label solution. Because the smart label makes the product uniquely traceable, each end user can be sure that every single unit they buy has been tracked through its whole production cycle and meets legislation requirements for purity and health & safety compliance. There is complete transparency throughout the complete supply chain. Companies across many sectors are implementing smart labels on a global scale making it impossible to counterfeit goods and ingredients, protecting their products, and building confidence in their brands.
Smart label solution brings benefits
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.
Xeikon will demonstrate examples of its smart label solution at Labelexpo. Using three bags of coffee with three different label designs, the experiment will show the brand owners which out of the three is the ‘best seller’ in the market. The example will reveal live data showing the tracing of the coffee to a specific farmer, and the tracking of the product through its journey to the store and to the end user. This valuable information gives visibility to the end user and market intelligence to the brand owner, and contributes to the security of the supply chain. Xeikon’s solution is also offering the brand owner an option to change their designs while maintaining the smart content.
Van Bauwel concludes, “Every new development comes under our commitment to ‘Transform’ the world of labels. Xeikon has the experience, the expertise, the tools and the technology available to make smart label solutions a reality. We are recognised as a technology agnostic supplier and a trusted advisor to the label community. Every product we bring to market is designed and created for tomorrow’s challenges. Our mission is to provide added value solutions and automate label production. We are excited about these new ‘smart’ developments and can see many opportunities for brand owners and converters to benefit. We are delighted to present our smart label solution at Labelexpo 2019 in its 40th Anniversary Year.
Demonstrate at Labelexpo Europe
Xeikon will demonstrate the new smart label solution on its booth – 5C28. Visitors can request to see these applications.