Planet Retail and Wipro have released a study highlighting the importance of individualised, personalised and digitally connected packaging in engaging with consumers.
According to the study, 82 per cent of retailers agreed that investments in digital technology and hyper-personalised promotions would help them target customers better.
The research report, called The Era of the Individual: Unleashing the Power of ME, surveyed over 300 senior executives at retailers with global operations with annual revenues of $750 million or more.
The executives based in Canada, France, Germany, the UK and the US represented a mix of brick and mortar and online retailers.
In reflection, Srini Pallia, chief executive of the consumer business unit at Wipro, believes the industry has only scratched the surface of the trend.
"The research clearly highlights that, while retailers have embarked on their digital journey, much remains to be accomplished to support more meaningful engagement with the consumer," he says.
"Shoppers entering the store today are painfully aware of the obvious divide between the physical and digital worlds.
"We believe that harnessing the power of the individual and creating meaningful experiences is imperative to gain competitive advantage.”
Miya Knights, technology research director of Planet Retail, says we can't underestimate the importance of the personalisation trend.
"An overwhelming number of retailers surveyed agreed that things need to change in terms of how we target consumers," she says.
The 2016 AIPIA Congress, to be held by the Active & Intelligent Packaging Industry Association (AIPIA) this November, will address some of the issues surrounding personalisation and digital engagement.
