NEWS: Three Way Member Partnership Develops Connected Packaging Solution

01-02-2017

WestRock Company has unveiled a connected packaging solution for smart products that combines Digimarc’s enabled barcode technology, with EVRYTHNG’s IoT Smart Products Platform to bring embedded, real time, connected digital intelligence to billons of WestRock packages, in-store signs and displays it produces annually. The concept was demonstrated in Digimarc’s booth at the recent National Retail Federation’s (NRF) Annual Convention & EXPO, known as Retail's BIG Show.

As part of this smart packaging collaboration for paper-based consumer packaged goods (CPG) products, WestRock will print Digimarc Barcodes that can be scanned by smartphones, point of sale scanners, and other machine vision devices. The codes are essentially invisible barcodes repeated across the entire surface of packages and other media. These ‘digital triggers’ are integrated with EVRYTHNG’s IoT Platform, giving each physical package a unique Active Digital Identity (ADI) and data profile in the cloud.

“WestRock’s Connected Packaging Solutions brings new levels of real-time interactivity to paper based consumer packages globally,” said Craig Gunckel, president, WestRock’s enterprise solutions and displays business segments. “The combination of smart packaging, powered by smart software in the cloud, makes literally billions of packaged goods more intelligent, more interactive, more trackable and more valuable to CPG companies, retailers and their customers.”

"By digitally-enabling the smart product packaging at point of manufacture, we can add real-time connected intelligence to any physical product throughout its lifecycle,” explained Niall Murphy, founder and CEO of EVRYTHNG. “We’re building the world’s biggest ecosystem of strategic packaging and labelling partners across different material types and industries to realize our vision of consumer products that are #BornDigital™.”

“Our collaboration with WestRock and EVRYTHNG is another step in delivering of our Intuitive Computing Platform based on Digimarc Barcode,” said Bruce Davis, CEO at Digimarc. “This collaboration will expedite development of interactive packaging for progressive brands, which will benefit from more accurate inventory tracking, faster retail sales, and direct communications with consumers.”