Inkjet printed corrugated applications are poised for continued growth. The ability of variable data programs to drive inkjet presses provides the means to print a unique code on each-and-every corrugated box that is printed. The researchers focused on how the deployment of printed mark tracking technology in digital inkjet corrugated production could enhance customer interaction and benefit the supply chain management of brand owners.
Brand owners seek the desired outcomes with consumers through the application of unique printed marks in corrugated: Encourage and establish customer dialogue/participation; Build customer profiles; Build customer communities; Generate reminders for customers to use and re-order products; Generate interest for customers to purchase additional types of items; Provide customers with rich educational content about products.
Brand owners identified the following four applications of unique printed marks in corrugated as having strong potential in helping them reach their desired outcomes: Access to product-specific rich content; Community group registration; Customer feedback; Individual/Organizational support for charity campaigns. Brand owners identified the following three applications of unique printed marks in corrugated as having moderate potential in helping them reach their desired outcomes: Proof of purchase; Authenticating the product is genuine; Contest facilitation.