Avery Dennison has helped a cosmetics company with DirectLink near field communication (NFC) technology to give customers “compelling” product information.
Mineral Fusion, based in the US, has linked DirectLink labels to its point-of-service (POS) cosmetics displays. With the swipe of a smartphone, consumers can engage with the displays to load video content about the products.
“FMCG companies want to get closer to their customer,” said Avery Dennison's Timothy Bohlke.
“DirectLink NFC technology allows companies to engage through the phone without having to download an app or type in a brand name.”
The labels incorporate NFC technology to wirelessly communicate with nearby smartphones through NFC chips. By tapping an Android smartphone over the labels, consumers can access exclusive content about a specific product or brand.
Company officials are also able to measure video views and other consumer insights that are not available with traditional printed displays and brochures.
News source: The Active & Intelligent Packaging Industry Association (AIPIA)
