Markem-Imaje presents solutions to accelerate the transition to connected packaging

Markem-Imaje presents Colos 2D Activate and Colos 2D Engage, complete solutions that enable manufacturers to prepare for GS1 Sunrise 2027 for connected packaging.

Smart management of GS1 Digital Link QR codes

Colos 2D Activate and Colos 2D Engage are enterprise software-as-a-service (SaaS) solutions that enable global brands in the CPG and FMCG sectors to create, organise, activate and manage static and dynamic GS1 Digital Link QR codes . The platform enables manufacturers to implement compliant 2D codes, while also offering personalised consumer experiences, collecting valuable first-party data and supporting future initiatives related to the digital product.

In addition to the software platform, Markem-Imaje's implementation experts provide manufacturers with a structured assessment of the production environment, coding processes and level of operational readiness. The service includes a full day of analysis at the production site, followed by practical recommendations to identify any critical issues, define investment priorities and develop a clear roadmap for implementing GS1 Digital Link QR codes.

"Our new Colos 2D Activate and Colos 2D Engage solutions enable brands to transform QR codes from a simple regulatory requirement into powerful digital experiences capable of generating real value for consumers," said Viktor Hermansson, global marketing director at Markem-Imaje. "Thanks to GS1 Digital Link, a single QR code can support retail checkout operations, supply chain visibility, regulatory transparency and personalised consumer engagement. Combined with Markem-Imaje's specialist consultancy services, these solutions offer manufacturers a complete path to assess their level of readiness, implement compliant 2D codes and fully leverage the potential of connected packaging.".

From the production line to consumer engagement

Unlike traditional static QR codes, dynamic GS1 Digital Link codes transform packaging into an intelligent communication channel between brands and consumers. The content displayed can adapt according to geographical location, language, time of day or stage of the purchasing journey.

For example, a consumer scanning a product in a shop may receive promotional offers, while scanning the same product at home may provide recipes, instructions for use, suggestions for complementary products or sustainability information. At the same time, manufacturers can collect analytical data on scans to better understand consumer engagement.

By integrating production and product data from Colos, ERPplatforms CRM and loyalty or coupon programmes via APIs, brands can offer contextualised and personalised digital experiences while maintaining a single source of truth for product information.

Transforming every product into a connected digital experience

Colos 2D Activate enables manufacturers to retain complete control of GS1 Digital Link codes after printing, through the management of digital content, URL destinations, scan analytics and the integration of business data. Colos 2D Engage instead enables marketing teams to design, publish and manage personalised consumer experiences through an intuitive drag-and-drop interface.

Brands can quickly create mobile landing pages, web forms, competitions, gamification campaigns and multilingual experiences that evolve throughout the product's entire lifecycle. The platform also provides detailed analytics showing how consumers interact with products in different places and over time.

This information enables companies to better understand product interactions before and after purchase, deliver relevant content at the most appropriate time and strengthen relationships with consumers. Connected packaging initiatives can in fact achieve significantly higher levels of engagement than many traditional digital marketing channels.

Supporting new regulatory and transparency requirements

In addition to consumer engagement, the platform supports numerous critical business applications, including regulatory compliance, supply chain visibility, traceability and brand protection.

By linking production data to the product's digital identity, brands can provide access to detailed information, such as batch status, recall notifications, nutritional data and sustainability information.

This capability is becoming increasingly important in view of the introduction of regulations and initiatives such as the European Digital Product Passport (DPP) , the US Food Safety Modernization Act (FSMA) , the European Packaging and Packaging Waste Regulation (PPWR), local regulations in South-East Asia and other programmes requiring greater accessibility to product data, including GS1 Sunrise 2027.

A single platform for connected packaging

The Colos platform acts as a single source of reference for production, product and packaging data, helping manufacturers simplify operations, reduce complexity and manage connected packaging throughout its entire lifecycle, from production to consumer engagement. By combining software, hardware, services and specialist industry expertise, Markem-Imaje enables companies to confidently navigate the transition to increasingly connected products.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.