Packaging is more than a product vessel. It serves as a strategic tool for storytelling, trust-building, and delivering immersive brand experiences. Retailers and brands that leverage packaging as a gateway to engage shoppers are taking the lead in the battle for attention in crowded marketplaces.
This trend for enabling a powerful packaging gateway is well underway, according to the London-based Appetite Creative 2025 survey. It cited that 89% of industry professionals named connected packaging as a top growth area, with the market already valued at US$26.2 billion according to Research and Markets.
Industry reports agree that today’s consumers expect more than the average static label. They want instant access to product authenticity, sustainability credentials, and personalized content, all delivered with a simple tap.
Innovative packaging makes this possible by bridging the physical and digital worlds to create seamless and memorable retail experiences. Secure NFC and RFID technology company Identiv helps its retail customers transform everyday products into cloud-connected touchpoints that drive retail loyalty, support product transparency, and elevate the shopper experience.
Identiv CEO Kirsten Newquist said that smart packaging technology brings the convenience of online loyalty programs directly to the physical product. Identiv’s NFC-enabled inlays turn every package into a digital gateway.
