What are the benefits of hyper-personalisation in packaging?

Customers now demand personalised products and more of them, one size does no longer ‘fit all’.

Executing this however can be difficult, but it can also offer many benefits to manufacturers, in particular strengthening their relationship with the end-user and therefore enabling them to access a potentially longer and increased revenue stream.

It can allow for a more creative and fluid approach to the entire supply chain, from design to manufacture and consumer.

In part, technology has enabled this hyper-personalisation of packaging to happen, with digital and 3D printing now being increasingly utilised.

What are the benefits to hyper-personalised packaging for manufacturers?

Consumer engagement

Whether that’s through social media, word of mouth communications or other, engaging the consumer to highlight products is essential to more success.

Loyal relationship

If a consumer thinks a brand understands them as an individual rather than as part of a group, then likely the consumer will trust the brand more, thus creating a more loyal relationship.

A more appealing product

The ability to personalise a product to individuals, or a a specific target market, will mean a more appealing product to the end-consumer.

Packaging remains a vital part of this, as now manufacturers must sell their products both on the quality of them but also how they appear.

Enhanced revenue

Being able to create a more appealing product that engages the consumer and is tailored to them will result in an enhanced revenue stream.

As customers become more loyal to a brand and or business, this is increasingly becoming relevant for manufacturers to make the most of, as they look to offer complete solutions with their products.

Glass manufacturer to digitally print 

The world’s largest glass manufacturer Owens-Illinois (O-I) announced a new technology enabling it to customise bottles at industrial speeds.

This latest innovation is being produced via digital printing, and can reportedly create highly personalised and customised glass packaging at flexible volumes, industrial speeds, and affordable value, with a range of colour and design possibilities.

To produce these products on an industrial scale, the company is making an initial investment in two direct2 glass digital printers, which are programmed to be able to contactless print.

This investment is to meet the demands of its current customers, this being to personalise packaging and create more different types of glass containers and at a faster rate.