Quick answer
The ROI of connected packaging isn’t measured by QR code scans alone.
Unlike many traditional marketing channels, connected packaging can influence purchase decisions at the shelf, engage consumers after the purchase, collect first-party data, support retailer relationships, reduce operational costs, and create ongoing consumer engagement from the same package.
The greatest return comes from the experiences launched after the scan—not the scan itself.
Packaging Is Already Your Best Marketing Asset
Every product already has packaging.
Connected packaging unlocks additional value from an asset you’re already invested in.
Instead of serving only as a label, packaging becomes a measurable marketing channel capable of educating consumers, launching promotions, collecting first-party data, and strengthening long-term consumer relationships.
ROI Begins Before the Purchase
Many marketers think connected packaging only creates value after someone buys a product.
In reality, it can influence consumers throughout the entire purchase journey.
Before purchase, connected packaging can:
- Help shoppers compare products
- Answer questions
- Build confidence
- Deliver promotions
- Encourage trial
Helping one more consumer choose your product is ROI.
ROI Continues After the Purchase
The relationship doesn’t end at checkout.
Connected packaging can continue creating value by:
- Delivering rewards
- Building loyalty
- Educating consumers
- Encouraging repeat purchases
- Launching new campaigns without changing the package
Unlike traditional advertising, the package often remains in consumers’ homes for days, weeks, or even months.
Connected Packaging Creates Value Across Your Business
Connected packaging creates value in many different ways—not all of them appear on a sales report.
Brands often see returns across multiple areas of the business, including revenue, marketing, retail, and operations.
Revenue
Connected packaging can help drive measurable business growth by:
- Increasing product trial
- Driving repeat purchases
- Increasing basket size
Marketing
Connected packaging creates valuable marketing assets that support future campaigns.
Examples include:
- Collecting first-party data
- Growing email and SMS subscribers
- Increasing consumer engagement
- Building loyalty
Retail
Connected packaging can strengthen retailer relationships by supporting programs that help secure:
- Additional displays
- Endcap placements
- Secondary merchandising
- Seasonal promotions
Operations
Connected packaging can also reduce costs by:
- Replacing printed materials with digital content
- Updating experiences without reprinting packaging
- Delivering digital rewards instead of physical fulfillment
- Reducing customer service inquiries
How Should Brands Measure ROI?
The right metrics depend on your objective.
For example:
| Objective | Possible KPI |
|---|---|
| Increase trial | Product trials completed |
| Collect first-party data | Qualified registrations |
| Build loyalty | Repeat participation |
| Support retail | Displays secured |
| Increase engagement | Repeat scans |
| Improve efficiency | Cost savings |
ROI should always be measured against the business objective established before launching the program.
Key Insight
Connected packaging isn’t a QR code strategy.
It’s a business strategy.
The QR code simply connects consumers to experiences that create measurable value for both the consumer and the brand.
Frequently Asked Questions
Is scan rate the best way to measure ROI?
No. Scan rates are useful, but they’re only one metric. Business outcomes are what determine ROI.
Can connected packaging increase sales?
Yes. Connected packaging can influence purchase decisions, encourage product trial, and drive repeat purchases.
Can connected packaging reduce costs?
Yes. Dynamic content, digital rewards, and replacing printed materials can all reduce operational expenses.
Does connected packaging create value after the purchase?
Absolutely. In fact, many brands generate their greatest value by continuing to engage consumers long after checkout.
Is connected packaging only valuable for large brands?
No. Brands of all sizes can use connected packaging to educate consumers, launch promotions, and build stronger customer relationships.