NFC Connected Packaging: Turning Packages Into Data-Driven Experiences

Jones Healthcare Group, a market leader in advanced packaging and medication dispensing solutions, launched CpaXTM NFC Connected Packaging, a platform ideal for health and wellness brands looking to engage consumers while collecting real-time supply chain and user data.

This platform could elevate a brand’s omnichannel marketing strategy, and it reportedly has intelligent package components and customizable cloud software that could drive digital user experiences and decision-making like never before.

“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,” said Nic Hunt, chief strategy officer at Jones.

Here’s how it works:

  1. Brands work with Jones to select its NFC tag type based on unique needs;
  2. Jones develops physical packaging with brand holders, and embeds NFC tags into that packaging;
  3. Jones, digital partners and brand holders develop the digital experience enabled by the packaging;
  4. 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; and
  5. Brands access a cloud portal to track and measure products and consumer experiences at the individual item level.

While CpaX NFC packaging can connect to any digital experience a brand chooses, Jones reportedly 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 the product, and a cloud-based platform for displaying engagement metrics such as location, time and item identification. Brands can choose to add loyalty programs, rewards, couponing and game capabilities.

Jones partners with a range of additional digital providers who can help brands create differentiated experiences.

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