Pakworld Breaks Point-Of-Sale Boundaries

Pakworld Breaks Point-Of-Sale Boundaries

Christchurch-based Pakworld has broken new ground in point-of-sale technology by incorporating a Microsoft Tag in the design of packaging for naturally-based skincare manufacturer, Aroha Spa.

When scanned by a Smartphone, the innovative Microsoft Tag directs the user to a specially-developed mobile Website containing key contact and product information. Pakworld operations manager Jonathan Flett says this enables the user to interact not only with Aroha Spa product they hold in their hand but also with the virtual world that supports it.

"Enabling a customer to interact with packaging both from a tactile experience -- the feel of the box -- and an emotional connection -- such as video and Web content etc -- creates multiple engagement elements for a consumer and would see them better informed about the product and more likely to make a purchase," he says.

"It is a widely known fact that many purchasing decisions are made at the point-of-sale. Achieving higher sales requires an increase in packaging requirements.

"Utilising Microsoft Tags also provides value on a number of different levels to the printer, manufacturer, retailer and consumer. Whereas printed and digital media are often competing directly for the same marketing budget, the use of this technology enables printed media to provide a gateway to the digital world as opposed to it being bypassed for digital."

Mr Flett says Pakworld is focused on delivering innovative packaging solutions as a key means of bringing value to its customers while also ensuring his firm stays abreast of its competitors. Recognising the environmental advantages of its cartons combined with the capabilities of the Microsoft Tag would deliver just such benefits, he says the company was then tasked with the IT implementation.

"While we could gather basic skills and knowledge we needed some experts to enable Pakworld to deliver the best experience. We were well aware of the many campaigns that had failed due to the companies -- in one case a multi-national -- not understanding the entire process correctly.

"Pakworld duly formed a relationship with an Auckland-based IT company and, having identified the key elements to the successful launch of a tagging campaign, we then sought a company whom we considered to an appropriate flag-bearer for such an application.

"It had to be a company that had a New Zealand story, was unique and like Pakworld looking to push conventional packaging boundaries. Through a meeting at a small business group Pakworld and Aroha Spa became acquainted and commenced discussions on the application."

Since the launch with Aroha Spa, Mr Flett says Pakworld has identified numerous alternative applications for the technology including vouchers, ski maps, marketing campaigns and other point-of-sale items.

"Pakworld will continue to offer the tagging applications to its current and potential clientele who seek to add value to their business through innovation and use of technology."

The Aroha Spa packaging has been entered in this year's prestigious Pride In Print Awards Evening which is being held at Wellington's TSB Bank Arena on Friday May 20.

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