Episode 317 - When Packaging Talks Back (episode 1 of 2)
Packaging used to be a dead end for brand relationships. Now it’s becoming the front door. We sit down with keynote speaker Güneri Tugcu in the first of a 2 part podcast, to unpack how connected packaging turns every product into a digital touchpoint that delivers utility, trust and measurable outcomes long after checkout. From post‑COVID shifts in shopper behaviour to the rise of QR‑powered journeys, we get practical on what scales, what fails and how to build value that keeps customers scanning.
We dig into the standards making this real: GS1 Digital Link and Project Sunrise 2027, which aim to replace the traditional barcode with a single “master code” that serves retailers and consumers alike. That change unlocks Digital Product Passports, granular traceability, anti‑counterfeit checks that feel like service rather than suspicion, and dynamic content shaped by context. Gunnary shares hard‑won lessons from SGK, Digimarc and Amazon, showing how convenience, not copy, sets expectations—and why serialisation and identity are now the backbone of loyalty, warranty, resale and recycling.
The conversation also tackles ownership and org design. Retailers still control the aisle, but brands can earn parallel, permission‑based relationships by respecting privacy, offering clear benefits and making tasks effortless—think instant warranty registration instead of hunting for old receipts. In textiles and fashion, looming regulations will force item‑level IDs across the board, pushing converters, brands, platforms and retailers to orchestrate together. The dividing line ahead is clear: campaign thinking that spikes and fades versus infrastructure thinking that compounds insight and lifetime value.
Ready to turn print into a persistent, digital channel? Listen now, share with a colleague who needs to hear it, and subscribe for future conversations. If this helped you rethink packaging, leave a quick review—it helps more people discover the show.
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We hope to see you at one of our future in-person events:
FuturePrint Packaging, Labels & DTS, 29-30 September '26, Valencia, Spain
FuturePrint Leaders Summit, 29 September '26, Valencia, Spain
FuturePrint Industrial Print, 14-15 April '27, Munich, Germany
