Westrock’s Multi Packaging Solutions (MPS) has partnered with UK technology business Smartglyph to introduce SmarterBarcodes that can transform existing barcodes into a two-way communication channel.

The SmarterBarcodes does not change the existing packaging or barcodes but converts it into an interactive channel that will enable the customers to communicate with the brand by scanning the standard barcode with their smartphones.

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Nowadays, almost all products carry a barcode and with this technology the packaging becomes interactive and helps customers to receive detailed product information, promotions, discount coupons, games and videos of any product of their choice.

“We are really excited about its potential for consumers and brand-owners as the experience is completely di­fferent.”

WestRock MPS Innovation – Europe vice-president Carol Hammond said: “The Smartglyph technology offers brand-owners the global capability to communicate with consumers in a way that hasn’t been possible before, at a price that’s cost-e­ffective even on the smallest pack size.

“It combines the best features of several technologies in one system and we are really excited about its potential for consumers and brand-owners as the experience is completely di­fferent.”

The users can download a generic smartphone app to use SmarterBarcodes.

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SmarterBarcodes can also be personalised by the brands according to the requirement, and be used by companies to procure consumer information and track product promotions.

The technology also provides the brands to offer a scalable, cost-eff­ective and globally accessible medium to conduct marketing campaigns in any region and language.