Variable data imaging offers unique links

24 Oct 2018
Topics: variable data, multi-channel, image serialisation

Each label can be linked to a unique video or other online content

Linkz Intelligent Marketing is offering 'a unique mark for every item' print, allowing tailored online content to be linked and tracked at the individual product level.

The Interactive print and packaging platform provider's system use visible but stylised QR codes or invisibly embedded digital "watermarks" - QR codes that can be hidden in images that are not visible to viewers but can be detected by code-scanning apps on smartphones.

Serialisation of these marks based on variable data gives each printed item a unique link to content that is specifically designed for individual recipients, allowing for highly personalised direct marketing or direct peer-to-peer communication. A video message can be linked from a product label or shop-bought greeting card, for example. The video can be viewed via a single scan with a smartphone, with no requirement for the viewer to enter authentication codes or confirm private information like phone numbers.

Another application is brand protection. By including supply chain information in each unique mark it is possible to detect if an individual item has been diverted from its intended retail channel. Applications for this could include cosmetics, wine and spirits, and pharmaceutical products.

'Interactive print lets you include a lot more on the card or pack,' said Linkz CEO Nathalie Muller. 'With serialisation, brands can offer highly personalised engagement, as well as track and trace individual items. Consumers interact with the world around them via their smartphones. Make the interaction personal with serialised marks.'

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