WestRock Company has extended its Connected Packaging suite through a strategic partnership between its Multi-Packaging Solutions business and A+Be, a spin-off technology business of the Stevanato Group.
Without changing existing packaging or artwork, A+Be’s technology allows consumers to interact with a brand by simply scanning an activated product using a mobile device. The technology immediately recognizes the products’ shape or branding and connects the consumer to an extended range of profiled digital content. This can include instructions, videos, web-links and an extended online user community: ‘Packaging-as-a-media Channel’.
A+Be focuses on distinct user communities and uses behavioral analytics to offer consumer support and a range of targeted complementary products and services. Once a user engages with the product, they are directly connected to the appropriate content creating a two-way interactive communications channel. The A+Be app is readily available from app stores and the user simply accepts the use of the device’s camera and localisation setting.
