The evolution of IoT technology, where devices and digitised products can communicate with one another, is creating a rich new world of brand engagement opportunities. Smart products are linking to reviews, content, rewards and provenance traceability – extending brand reach far beyond purchase.
Global labelling expert Avery Dennison has collaborated with three brands on smart products powered by its JanelaTM platform, with connected components by British IoT experts Evrything.
- US brand Rochambeau’s NFC-enabled smart jacket (a chip is embedded in the sleeve) gives owners access to exclusive experiences in dining, art, retail and fashion when tapped with a smartphone. See also Digitising Luxury.
- British jewellery designer Sarah Angold’s RFID-enabled accessories trigger interactive in-store experiences, behind-the-scenes provenance-related footage and styling recommendations, which surface on a smart mirror by Oak Lab when the wearer is close by.
Dutch IoT expert Smartrac has collaborated with American sports brand Spyder and Adidas on a connected ski jacket and smart shoe, respectively.
- Spyder’s NFC-enabled jacket triggers social media content about the US ski team, plus geo-locative intelligence like trail maps and weather data when a phone taps the logo.
- Adidas is linking owners of its Ultraboost Uncaged shoe with exclusive content produced by US sneakerhead magazine Hypebeast, with a microsite that emerges on phones when the chip-embedded sole is tapped.
See also Retail Tech Trends 2017/18 and Smart Packaging.