Business perspectives of smart interactive packaging: digital transformation of brand's consumer engagement

This paper explores the enabling technologies of smart interactive packaging, where adding of IoT functionality to packaging in retailing is expected to promote innovation within consumer packaged goods. This paper identifies a range of technologies, especially printed electronics and near-field communication, available to brands to design digital capabilities that enhance retail consumers' engagement and experience. In this paper, the packaging is considered as an essential communication tool to enable business development and link brands with their consumers throughout the packaging. Plus, this paper proposes that the technology change and consumer behavior affect the firm's business logic, thus new digital capabilities define new BMs that result in novel value creation and delivery.