We joined forces with the award-winning digital engagement company, Documobi, to deliver a disruptive experience for the discerning delegates attending the Digital Packaging Summit in Florida from 31st October to 2nd November 2016. We were extremely excited about the prospect of presenting at this prestigious event and keen to showcase how our software can revolutionise the packaging industry in a unique and highly personalised way.
Our digital solutions enable brands and packing suppliers to capitalise on the power of personalisation and engage with end users in a way that was beyond reach just a few years ago. However, Managing Director, Douglas Gibson, was quick to point out that there’s much more to it than just personalisation. Douglas says, “The opportunity digital printing enables for consumer brands and the packaging industry is almost limitless. From prototyping different packaging sizes, designs and colours, to delivering regional versioning, multiple languages and pricing strategies, and even testing seasonal offers and segmented customer messages, our flexible Catfish front-end portal enables packaging producers to deliver all of this in cost effective short runs that brands are crying out for.”
The challenge for us at the Digital Packaging Summit was to get this wide-reaching message across in an engaging way. Douglas says, “I didn’t want to simply show how to put a name on a package and say ‘ta-dah!’ – that’s nothing new to savvy brand owners now, and there’s so much more to our offering than that. So I was looking to deliver something a little bit different that would show how engaging digitally printed packaging can be.”
Douglas continues, “I had been aware of Documobi for a while and was very impressed by the innovative way in which they enable a two-way communication between brands and end users. I realised Documobi was the perfect partner for the Summit as what better way to showcase the power of digital print than to integrate with a company that brings printed material to life in the digital space?”
The solution was to develop a highly personalised cake box containing four uniquely designed cake sleeves. This was produced by innovative carton manufacturer, The Alexir Partnership, the first major carton-converters in the UK to introduce a digital press delivering economical short runs. The Catfish platform enabled each cake box to be personalised to each attendee at the conference and the design of the cake sleeves is completely unique to the recipient. Working with Documobi, the packaging is then brought to life with a video that plays when the recipient scans the box with their mobile device.
Douglas says, “After day one of the summit, the feedback has been fantastic! We’ve been able to show the flexibility enabled by our web-to-print software, and also how brands can continue to engage with their customers after the product leaves the shelf. With the easy to use solution provided by Documobi, brands can create conversations and brand interaction that is truly unique and delivers an outstanding user experience.”
Documobi has a patented solution that enables user-generated content to be embedded into the packaging. This two-way interaction has infinite uses for brands, and one of the biggest opportunities Documobi has identified is in curating customer product reviews and interactive competitions to engage consumers. Added to this unique functionality is the tracking and interaction statistics the app enables for brand owners – resulting in an innovative way to measure the effectiveness of greater emotional engagement in packaging.
Douglas commented, “Being an e-commerce business I’m very aware of the importance of online customer reviews in consumer decision making, so when I saw how Documobi could deliver this sort of engagement on packaging on shelves I was bowled over! I saw the opportunity this would enable for our printing and packaging clients and was delighted to work on our first project together”.
Peter Lancaster, CEO at Documobi, says, “We’re excited to be working with the innovative team at Infigo Software to deliver something unique that showcases what is possible when you bring digital technology together with printed items. The brand interaction partnerships such as this enables is game changing”.
Douglas quipped, “Bringing packaging to life and seamlessly linking engaging digital technology with printed material, it’s a piece of cake!”.