Proving the Business Case for the Internet of Things

Finnish firms develop smart label to improve inventory accuracy

Steve Rogerson
October 10, 2017



Two Finnish companies have joined forces to use the internet of packaging (IoP) to help improve inventory accuracy, verify authenticity and protect against counterfeiting. IoP firm Magic Add is partnering UPM Raflatac, a manufacturer of self-adhesive label materials for product and information labelling.
 
The companies have launched RafMore, a smart label designed to power and extend brand promotion, protection and logistics applications. RafMore combines labels and machine-readable codes to enable opportunities for consumer engagement, product verification, tracking and marketing analytics.
 
It allows each labelled product to carry a unique digital identity. Embedded into label designs, these singular codes are mirrored and stored within Magic Add's cloud database to act as a data touchpoint at every stop along a product's journey from creation to consumption.
 
"Creating a unique digital identity for each product brings unprecedented opportunities for brands", said Ari Salonen, CEO of Magic Add. "As consumers become increasingly connected to the goods they buy and love, RafMore allows brands for the first time to tell their stories around each product they ship and sell to boost consumer engagement, loyalty and social sharing. In a saturated media and marketing environment this represents a completely untapped channel and great way to extend brand reach."
 
Each code embedded in a label can be linked to digital content that evolves as the product and consumer journey progresses. In this way, it also allows brands not only to create new service models but to track and trace products accurately, improve inventory accuracy, verify authenticity and protect against counterfeiting.
 
"RafMore allows brands to unlock the largely untapped potential of the labels attached to their products in a variety of different ways," said Jan Hasselblatt, director of global business development at UPM Raflatac. "RafMore connects each and every labelled product to the web and helps brands gather valuable information that can be used to increase consumer engagement, optimise logistics processes and protect brand integrity."
 
RafMore was demonstrated at last month’s Labelexpo Europe in Brussels.