In an increasingly complex world, brands need to work hard to reach their consumers. There are multiple online channels which have a growing influence on how consumers access product information and buy products. And most of these channels are difficult for the brand to influence.
With that in mind, many brands across diverse sectors, such as consumer goods, personal care items and pharmaceuticals, have been exploring digital solutions to create a connection between physical products and the digital world. By reaching out directly to the end customers, brand owners can build trust across their portfolio, including proof of provenance, authenticity, etc. whilst providing other in-depth details about the product. For example, allergen information for food, instructions for makeup or counter-indications for pharmaceuticals. Limited information is currently provided in a very small font size on packaging or in paper form. Linking a product to interactive, dynamic, personalised data that can be accessed by smartphones, or other devices, will significantly improve consumer engagement and satisfaction.
There are also many benefits of adding unique identities to everyday items for supply chain optimisation, including inventory reduction, counterfeit detection and grey market prevention. With the addition of sensing capabilities in the future, this will also enable the condition of goods to be monitored across the entire product lifecycle.
The first products in our ConnectIC® family, the PR1100 series of flexible integrated circuits (FlexICs), bring cost-effective item-level digital traceability and interactivity to everyday objects.