《利樂（Tetra Pak）：智能包裝——賦予產品數字生命（英文版）（12頁）.pdf》由會員分享，可在線閱讀，更多相關《利樂（Tetra Pak）：智能包裝——賦予產品數字生命（英文版）（12頁）.pdf（12頁珍藏版）》請在三個皮匠報告上搜索。

1、INTELLIGENT PACKAGINGGive Products a Digital LifeTETRA PAK THOUGHT LEADERSHIP TECHNICAL PAPERThis paper discusses how digital technologies made possible by the Industry 4.0 revolution,are offering manufacturers,retailers and consumers new ways to connect,interact and understand how products are prod

2、uced,distributed,consumed and recycled.TETRA PAK TECHNICAL PAPER2INDUSTRY CHALLENGESFig 1:The key challenges facing the food and beverage manufacturersKey industry challenges Increasing monitoring of the entire value chain Improving transparency and tracking each product individually Improving quali

3、ty control to reduce the risk of food safety issues Connecting to consumers more effectively in new ways Reducing waste and achieving true circularityEvery day,the packaging used to protect&preserve food and drink touches the lives of millions of people all around the world.At home,at work and on th

4、e move.But the story no longer ends there.This paper discusses how digital technologies made possible by the Industry 4.0 revolution,are offering manufacturers,retailers and consumers new ways to connect,interact and understand how products are produced,distributed,consumed and recycled.The food and

5、 beverage industry is increasingly using digital technologies to address the challenges it faces.Taken on their own,none of these challenges are simple to address,so when they are taken together,brand owners,manufacturers and retailers will need ingenuity and the development of new products and solu

6、tions to make progress.TETRA PAK TECHNICAL PAPER3GIVE PRODUCTS A DIGITAL LIFEFig 2:The journey from codified to intelligent packagingThese trends and demands are reflected in the evolution and continuous digitalisation of packaging.The journey has three fundamental steps:1.Codified PackagesThe techn

7、ology used to print a simple barcode or text onto a package has been widely used across the food and beverage industry for many years.With our advanced printing capabilities we are now able to make the packages unique in order to make them identifiable throughout the entire value chain.Tetra Paks am

8、bition is to make every package unique.2.Connected PackagesThe combination of unique packages together with the analysis of the data captured throughout its creates new and valuable solutions.A unique,scannable code on individual packages is changing the way brand owners,manufacturers,retailers and

9、consumers are connecting with each other in real-time.When interacting with a unique code using a scanning device or a smartphone,these codes can link a user to vast amounts of information,offering a wide range of possibilities that we will discuss later on in this paper(delete:the presentation).The

10、 Connected Package opens up access to an entirely new digital ecosystem.3.Intelligent PackagesIn future,packaging will play a key role in the Internet of Things.Devices and packages will be able to talk to each other,offering new levels of service and insights for manufacturers,brand owners and cons

11、umers.More and more consumer goods,including home appliances,clothing and accessories,are being born digital.And soon food and beverage packaging will be joining this list.The journey to an intelligent packaging platformCodified packageConnected packageIntelligent packageIn the future,intelligent pa

12、ckaging will be the centrepiece of the connected value chain.Imagine an everyday event like trying to decide what to cook for dinner.Your intelligent package will communicate with the smart appliances in the home such as the fridge.You will have instant and accurate information,not only the amount o

13、f products you have at home,but also how much of each ingredient with dynamically updated expiry dates.In other words expiry dates will be adjusted to account for the time you have had it,the temperature and when you opened the product.Based on what is inside your fridge and your previous behaviour,

14、food preferences and favourite recipes,you will be offered suggestions on what to cook.And finally,if an ingredient was missing,the system could either alert you so you can pick it up from the store on the way home,or more likely automatically order it from an eRetailer so it is delivered and waitin

15、g for you when you come home.The only thing this scenario is missing is the actual cooking,but by reducing food waste,saving time and increasing convenience,that would be the fun part!TETRA PAK TECHNICAL PAPER4THE TECHNOLOGY BEHIND CONNECTED PACKAGINGUnique code generationUnique,scanable codes can e

16、ither be generated locally at a manufacturers factory using a trusted third-party or they can be generated remotely by Tetra Pak and then passed to the manufacturer so they can be applied to packages.In the future,it might also be possible for retailers and other actors in the supply chain to print

17、and apply unique package codes to food and beverage packages.This might add some complexity,but it could offer brand owners or retailer even deeper and innovative ways to engage with consumers.A scenario like this is still some way off,but with the incredible pace of change driven by developments in

18、 the IoT and packaging technology,it could well become a reality in a the relatively near future.Product informationRe-orderDisposal Add ratings/reviews Product recommendations Online Where to buy Automatic stock check Recycling information,rewards Automated waste sortingAfter consumptionProduct inf

19、ormationProduct engagement Recipes Extended product information FAQs Product registration&loyalty program Gamified brand experience Offers and rewards Direct feedback to brand Connect with other product users (social media)After purchaseBefore purchaseProduct informationProduct engagement Authentica

20、tion Ratings /reviews /testimonials Product contents Product story (source-to-shelf)Multiple languages Complementary products Brand story Discount coupons Loyalty pointsThe drive to produce connected packaging is made possible by the following key technology development:Fig 3:The range of applicatio

21、ns of a connected package are only limited by your imaginationTETRA PAK TECHNICAL PAPER5PrintingOnce a unique code has been developed,it can be applied to an individual package either in the converting factory where bulk packaging material is produced,or on the manufacturers production line using an

22、 enhanced printing solution or can be printed or engraved on a cap.When a unique code is applied,its application is not limited to a board package.Codes could also be applied to glass,PET or other packaging formats so a promotional campaign or competition could be run across all packaging variants.D

23、igital AppsWorking with customers all around the world,Tetra Pak has developed a library of mobile apps that are being used to engage with consumers and drive sales growth.These are complemented by a portal that is used to manage a campaign and a service to build a bespoke digital solution that exac

24、tly meets a customers needs.TETRA PAKTECHNICAL PAPER6TETRA PAKS CONNECTED PACKAGE PLATFORMThe Connected Package platform revolutionises the way packaging is used to supply data and turn packages into full-scale data carriers.Behind every solution,lies our integrated offer:a combination of hardware a

25、nd software that gives you everything you need to get started.This includes the equipment for generating and printing a unique digital ID on every package,customisable mobile and web apps,tools for data management and a dashboard for real-time results monitoring.SourcingManufacturingDistributionReta

26、ilConsumerAnalysisRecyclingDesigned specifi cally for the food and beverage industry and based on our global expertise developed over more than sixty years,the Tetra Pak Connected Package platform is available all over the world and is scalable to your needs.The Tetra Pak Connected Package platform

27、creates value at every stage of a products journey from the source of its raw materials through to the point of consumption and subsequent recycling:Unique digital identityFig 4:The unique code on a connected package creates value throughout a products digital journeyTETRA PAKTECHNICAL PAPER7Sourcin

28、g Giving consumers information about the sources of their food lets them assess the ethical,nutritional and environmental profi le of their food and confi rm that the products they have bought are genuine and authentic.ManufacturingBy offering manufacturers end-to-end traceability,they can improve t

29、ransparency of their production,quality control and supply chain.They are also able to track and trace the history or location of any product so its performance in the market can be monitored and the potentially damaging consequences of any issues avoided.DistributionBy giving distributors a way to

30、track the whereabouts of stock,the platform provides data that can be used to identify and implement improvements.For instance,when executing orders through an automatic order handling system,delivery effi ciency can be improved so the environmental impact can be reduced.RetailThe ability to give re

31、tailers greater supply chain visibility and real-time insights,they can monitor stocks,delivery performance and be alerted about any issues.This ensures they have full transparency across the entire supply chain so they can optimise,and if desired,automate stock management.ConsumerGiving consumers a

32、ccess to information about the farm where an ingredient was sourced,the factory where the product was made and where it can be recycled builds trust in the manufacturer and retailer which will encourage brand loyalty,repeat purchase and ultimately,grow sales.Possibly the most innovative use of the C

33、onnected Package platform is the ability to encourage and support consumer engagement and the development of digital relationship between a consumer and a brand.Tetra Pak has developed a library of apps1 that can be used to drive consumer engagement by running competitions,designing games,encourage

34、feedback by asking people to respond to surveys or ask questions.RecycleProviding consumers with advice about ways they can reuse,reduce or recycle a package can increase recycling by showing the benefi ts for consumers.This capability is under development but when released,it will increase the volu

35、me and effi ciency of packaging material recycling and support the drive for a circular economy.AnalysisTetra Pak has developed expertise in the gathering,consolidating and analysis of vast quantities of data.This is already used to develop remote monitoring&diagnosis solutions,establish predictive

36、maintenance programmes and develop full plant service solutions.This expertise is now being used to collect,transmit and analyse data from connected packages to enhance the knowledge and insights a manufacturer can draw on to manage and continuously improve their operations.1 At present the library

37、includes customisable apps to run a Scan&Win competition,a loyalty campaign or product information.More apps are being developed and will be added to the library when completed.TETRA PAKTECHNICAL PAPER816%17 KupResults:Increase in salesNumber of usersRead more hereThe customer,a dairy producer in So

38、uthern Europe,wanted to boost brand awareness and stimulate sales in a declining market.The solution involved a Scan&Win promotion,one of Tetra Paks Consumer Engagement solutions.Sales increased by 16%particularly among families with children.Fig 5:Consumers like to engage with connected packages an

39、d buy more as a consequenceCONNECT WITH COMSUMERS&GROW SALESTETRA PAK TECHNICAL PAPER9The Tetra Pak Connected Package platform is revolutionising the way packaging can be used to supply data and supports Tetra Paks digital leadership ambitions.With individual code generation,digital printing and dat

40、a management at its core,the platform allows food and beverage manufacturers to turn their packages into full-scale data carriers that allow them to build mutually beneficial relationships with their customers,grow sales and identify ways they can improve traceability and their operations.The platfo

41、rm gives access to a continuously evolving range of digital solutions including:Consumer Engagement by scanning a code with their smartphone,consumers can access a vast amount of information,such as where the product was made,games and promotions and details of where they can recycle a package.Track

42、&Trace full supply chain visibility delivers end-to-end traceability,enables improved quality claims processes and if required,facilitates targeted product recalls.CONCLUSIONWe hope that this paper has been of interest so,if you would like to learn more or discuss how Tetra Pak can help you develop

43、your products digital lives,please visit: or contact one of the authors.TETRA PAK TECHNICAL PAPER10Martin EngdahlProduct Director,DigitalEmail:Martin.EI have been in product management,sales and marketing and product development in the area of Automation,Wireless,IoT and Digital for twenty-five year

44、s and have worked with breaking new grounds and transforming several industries like Industrial Automation,Medical,Automotive and Precision Measurement across the globe.My academic background includes a M.Sc.degree in Electrical Engineering,complemented with further professional certification in Pro

45、duct Management.Paul MorrisonProduct Manager,DigitalEmail:Paul.MI have specialised in digital product management for over fifteen years and have worked to design and deliver the Tetra Pak Connected Package platform and our Consumer Engagement solutions since their earliest days.My experience is buil

46、t on strong academic foundations which include a BA Hons in Marketing which is complemented with further professional certification in Product ManagementAUTHOR BIOGRAPHIESTETRA PAKTECHNICAL PAPER11Read more at:Read more at:Share this documentTETRA PAK TECHNICAL PAPER12We reserve the right to introduce design modifications.Tetra Pak,PROTECTS WHATS GOOD are trademarks belonging to the Tetra Pak G