Packaging aficionado and author Ian Lifshitz sees great potential in near-field communication (NFC) technology for today’s smart packaging to help brands connect with consumers in the store and at home with information, convenience and rewards. Lifshitz, vp of sustainability and stakeholder relations for the Americas for Asia Pulp & Paper Group (APP), identifies these four ways smart packaging can bring value:
1. Content—What more do consumers need or want to know?
2. Replenishment—Is the product almost gone?
3. Expiration—How fresh?
4. Authentication—Is this the real thing?
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