Connecting to Packaging with NFC

The practice of being able to interact with consumer packaging has become increasingly popular in the digital age. In 2013, printing giant R.R. Donnelley & Sons added RFID and near-field communication (NFC) technology capabilities to its repertoire. The move was in an effort to offer customers the option to embed RFID and NFC tags into a variety of products, thus creating a one-stop-shop for customers wanting to directly connect with their consumers.

In 2015, we’re seeing an increase in this technology, particularly in the wine and spirits market. Selinko announced last month that it had developed a high-security opening technology that includes a “tamperproof” NFC tag in partnership with the legendary Rémy Martin brand. With the technology came the introduction of the Rémy Martin Club Connected Bottle, a bottle guaranteed to detect a previously opened bottle, allow the brand to connect with the consumer after purchase and provide the “100 percent secure authentication of the genuine provenance of the bottle,” according to the press release. The NFC chip is combined with asymmetric encryption, which detects when the bottle is opened and remains active afterward. By tapping the top of the bottle with a smart phone, the consumer can find out if the bottle is genuine and sealed. With a second tap, the consumer is directed to 'Rémy Martin world,' full of events and special offers.

“Not only does the Rémy Martin Club Connected Bottle guarantee the authenticity of the product, but also, and this is the exciting innovation, it allows us to communicate directly with our consumers who like and use our products,” explains Augustin Depardon, Rémy Martin executive director. “Rewards, events, special offers: our communication can now be completely aligned with our clients’ preferences for an optimal relevancy.”

The technology claims to offer the same level of security as is found in passports and bankcards. Any time information is transmitted, especially via a mobile device, which can be easily hacked or stolen, security is a major concern. In a recent article from Security Intelligence, Kevin Beaver, an independent information security consultant, highlights the importance in understanding the risks of NFC technology, including data handling, regulations and data encryption. If you're considering adding this high-tech digital technology to your packaging, it would pay to do your homework and ensure that what you’re offering is secure and can stand up to the onslaught of hackers and data breaches.

Source: Selinko.