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The purpose of this paper is to examine the traditional ‘contain–protect–communicate–facilitate convenience’ model of the main packaging functions, to revise each component of it in relation to packaging strategies and smart packaging applications, and to establish a new model of the main packaging functionalities concerning the analysed data. The scientific approach of this paper is twofold: it is based on an extensive literature review focused on articles related to packaging science and on a set of empirical observations from industrial cases of enhanced packaging with a higher emphasis on interactive packaging. The key findings of this paper are the two principal purposes of smart interactive packaging: (1) to enhance the product’s functionality or experience in order to serve its primary initial purpose more effectively and (2) to improve consumers’ experiences through engagement and entertainment in both the retail and the usage environment. This paper proves its originality by considering shifts in technological opportunities in packaging to assure a broader range of design options in packaging and engagement, thereby leaving packaging as static item. Also, bridging the general consumer experience between digital marketing and physical shopping using packaging is a novelty in retailing and brand management. This research is in its early stages and limitations are given from the modest proliferation of smart and interactive packaging into empirical contexts. New technologies of packaging and the design decisions are expected to have significant practical implications for brand and retail managers as well as consumers.

Most physical products are nowadays marketed, designed and often sold via digital platforms. However, retail is one of the worlds biggest industries in terms of employment and revenue. The core technology of retailing is the flow of goods in terms of receiving, presenting and selling goods. Associated processes in this context is attracting customers, inciting customers, engaging customers, ensure customer satisfaction and customer loyalty, along with handling of unsellable and returned goods. Goods can be distinguished between Consumer Packaged Goods (CPG), unpackaged goods, and food vs non-food. This chapter discusses, defines, analyse and set of perspectives for CPG in the non-food sector. Focal for this is the anticipation of packaging getting a stronger and more engaging role in the future. As of today, packaging can tell small stories, and minimally connect the consumer with the brand using written information, URL’s, facebook “follows”, QR-codes, customer service phone numbers, and more. With the concept of Internet of packaging (IoP) it is expected that CPG packaging will encompass active or activating elements of digital technology enabling interactivity between consumer and products both in-store and at home. It will therefore introduce a bridge between existing digital and internet-based representations of products and the product itself.

From earliest its forms as leaves, skins and tree limbs, packaging has developed, became more sophisticated and improved. Before advanced technologies such as nanomaterials, Printed Electronics (PE), Augmented Reality (AR) or Internet of Things (IoT) came to market, packaging served basic principles to contain, protect, preserve, and inform. Generally packaging has always served from its practical function to hold goods together and protect them during the supply chain until the good reach the end user. However, the increased industrial utilization and high technologies have influenced the change and enhancement of packaging primary functions. Therefore, the traditional passive package is being left behind and more advanced forward packaging is progressively taking up the retail market. The key driver for smart packaging boom is the development of more innovative and intelligent approaches to packaging due to growing competiveness, consumer demand and experience, packaged product protection and preservation, increased regulatory requirements, increased interest in security. Therefore, this paper focus on the assessment, refinement and determination of the primary packaging functions based on current economic, environmental, market, and consumer-related concerns. It is essential to review and revise a model of contemporary understanding of a role of smart packaging. As a result, the purpose of this study is to establish a manageable model approach for non-food smart packaging functionalities, as well as to facilitate an out-going discussion in a context of developed model and the investigated subject.This paper is based on a literature review and furthermore employs several case studies of enhanced interactive packaging with a higher emphasis on one in-depth case study in the non-food plastics industry. Firstly, this paper approaches the traditional “contain-protect-preserve-inform” model of packaging functions and collects the data from various related scientific literature in order to identify both common and more contemporary roles, features and strategies of the retail packaging. Secondly, this paper takes into consideration the influence of environment-, economic-, marketing-, and consumer-related concerns linked to the packaging. And finally, this paper creates the link between the consumer and packaging, and argues the importance of this coherence in terms of the retail market. As the history and development of the packaging showed, the technology is the key driver and contributor to the growth of the packaging industry. Nonetheless the growing interest of sustainability also has the significant influence to the development of the package. According to Bradley (2011), the application of nanomaterials and nanotechnology into the packaging is just one of the most recent steps in the packaging evolution. For instance, due to recently developed nanoscale-nature substances and composites, the two main packaging functions to “protect” and “preserve” have been significantly improved. Whereas the “communication” function has been enhanced by high performance computing devices that are enabled by PE, AR and IoT technologies. The research covers mainly primary and secondary packaging that either has a direct contact with the product, or groups smaller units together. Moreover it encompasses only paper-based smart packaging with the highest emphasis on a high-technology-related interactive packaging. This paper proposes new model of packaging functionality including new alterations and enhanced perception of each function. According to this research, consumer-brand relationships are highly influenced by experiences the packaged product brings to the consumer. Since packaging is inseparable part of the product, it has a possibility to enhance such experiences and play a key role in building relationships. As a result, besides improved protection, preservation, communication and convenience functions, more interactive activities have to be taken into consideration that would create strong emotional and memorable states or reactions. Emotional and social sensations are the main building blocks in packaging design and planning to impart consumer’s engagement and entertainment. Therefore considering the packaging as a digital intermediator in the shopping-scape will give new and interesting opportunities for manufacturers to provide consumer experience ad connect physical products and the related digital representation.

This paper explores the enabling technologies of smart interactive packaging, where adding of IoT functionality to packaging in retailing is expected to promote innovation within consumer packaged goods. This paper identifies a range of technologies, especially printed electronics and near-field communication, available to brands to design digital capabilities that enhance retail consumers’ engagement and experience. In this paper the packaging is considered as an essential communication tool to enable business development and link brands with their consumers throughout the packaging. Moreover, this paper proposes that the technology change and consumer behavior directly affect the company’s business logic, thus new digital capabilities defines new business models that in turn result in novel value creation and delivery.

Baigiamajame magistro projekte nagrinėta papildytosios realybės ir mobiliųjų technologijų taikymas produktų pakuotėse. Analizuojama papildytosios realybės technologijos samprata, veikimo principai, vystymasis, galimybės ir taikymo sritys. Atliekamas QR kodų ir papildytosios realybės taikymo lietuviškose pakuotėse tyrimas. Trečiojoje darbo dalyje atliekamas mobiliųjų programėlių, naudojančių papildytosios realybės technologijas, projektavimas. Kuriami penki, skirtingas papildytosios realybės galimybes turintys projektai. Atliekami į šių projektų kūrimą įeinančių technologinių procesų darbų trukmės, reikiamų įrengimų bei darbuotojų skaičiaus, bendro patalpų ploto skaičiavimai. Magistriniame darbe taip pat apžvelgti kokybės kontrolės, darbų saugos bei ekologiniai produkto projektavimo reikalavimai bei galimybės. Finansinėje ir ekonominėje dalyje aprašomi išplėstinės realybės programėlės kūrimo įgyvendinimo procesų etapai pagal darbų išskaidymo struktūrą, jų išdėstymas laike, atliekami šių etapų penkerių metų finansiniai skaičiavimai: kaštų, pajamų, produkto savikainos ir komercinės kainos bei nustatomas lūžio taškas. Baigiamojo magistro projekto pabaigoje pateikiamos bendrosios išvados ir rekomendacijos., The final master's thesis analyzed the Augmented Reality and Mobile Technologies Application for Packaging. There are presented several basics knowledge of Augmented Reality: the conception, principles of operation, the development, opportunities and target areas. Was made research on the application of QR codes and Augmented Reality in Lithuanian products packaging. The third part the projection of five augmented reality applications is carried out including the work duration of each technologic process, the equipment and staff calculations. The quality inspection of augmented reality applications creation is examined according to augmented reality targets quality requirements. The ergonomics and occupational safety of computer workstation are presented. The environmental assesssments of the companies equipment are also presented in this final work. In economics and managemant part the implementation process stages of augmented reality applications are described according to Work Breakdown Structure. The applications sales amounts are represented by Break-even point. Conclusions and recommendations are given at the end of this final master‘s project.