How can labels be crucial touchpoints for brands to connect with consumers, driving engagement, loyalty and sales?
Don’t under-estimate the significance of labels in today’s marketing landscape. Far beyond their traditional role as mere identification stickers, labels have become crucial touchpoints to connect with consumers by offering authenticity and sustainability information and personalised experiences.
MartechAsia finds out more about labelling, label printing tehnologies and more from Jocelyn Tan, Senior Regional Manager, Commercial Products, Epson Southeast Asia.
How can personalised labels help brands differentiate themselves?
Jocelyn Tan (JT): Labels are no longer just simple product identifiers. Today, labels are a common touchpoint for engagement with the modern consumer – especially as people increasingly seek out personalised brand experiences.
Customisable labels are one way for brands to offer personalisation. Advancements in digital printing have allowed for such a customer-centric approach to take off as they excel in variable data printing.
This way, brands can seamlessly integrate personalised information like individual names or customised designs in a single print run. These labels not only catch the eye, but also forge a personal connection.
This level of personalisation can significantly enhance a customer’s experience, ultimately leading to increased brand loyalty and repeat purchases.
Variations in labels can be much more tailored than simply adding someone’s name or visuals. In addition to a high colour accuracy for aesthetically pleasing prints, the Epson SurePress digital printer also offers the flexibility to create unique surface finishes for each label using its digital varnish capabilities. Operators can apply gloss and matte spot finishes anywhere on the label, differentiating tactile feel, all in one single print run.
This is made possible by digital printing technologies, which allow for variable data printing, enabling personalised labels and changes in text, colours, and graphics without requiring multiple print runs. This capability saves time and resources compared to conventional printing methods.
With the flexibility to produce small batches of customised labels, brands can respond swiftly to market trends, seasonal demands and specific customer preferences. For example, limited-edition labels for holidays can create a sense of urgency and exclusivity, which drives sales and boosts brand appeal.
How can data coded onto labels increase consumer engagement?
JT: Data-coded labels, such as those featuring QR codes or barcodes, provide an interactive element that can significantly enhance consumer engagement. By scanning these codes with their smartphones, people can access a wealth of information, including product origin, ingredient details, usage instructions, and even promotional offers. This transparency builds trust and allows shoppers to make informed purchasing decisions. Additionally, it opens up opportunities for brands to gather valuable consumer insights and feedback, enabling more tailored and responsive marketing strategies.
For example, food manufacturers have increasingly embraced the use of QR codes on their labels as a way to strengthen the brand-consumer relationship. Without leaving the supermarket, a shopper can simply scan the QR code to access information on product allergens for peace of mind or be inspired by recipe ideas.
Another example comes from the healthcare industry, where patient information leaflets contain important but dense information that is updated frequently. With data-coded labels, updating critical information becomes simpler and more streamlined, providing patients with easy access to up-to-date and comprehensive information.
Fortunately, printing innovations have evolved to keep costs of these data-coded labels down. Adding elements like QR codes and barcodes to data-specific labels traditionally requires a second print run. But with Epson’s SurePress printers, a single operator can run multiple presses safely and easily, handling a number of short-run jobs concurrently, and resulting in increased efficiency and profitability for the brand.
How can the different anti-counterfeit labels ensure the authenticity of each product?
JT: Anti-counterfeit labels are designed to safeguard product integrity by incorporating advanced security features that are difficult to replicate. These features can include holograms, UV inks, microtext, and serialised QR codes, each providing a unique product identifier. By integrating these elements into the label, each product can be tracked and verified throughout the supply chain.
In addition, consumers can easily authenticate products by scanning a QR code, which directs them to a verification page that confirms the product’s authenticity. This not only protects consumers from counterfeit goods, but also helps maintain the brand’s reputation for quality and reliability.
Recent advancements in anti-counterfeit labels have introduced more sophisticated and secure methods to combat counterfeiting. Digital printing innovations now allow for the inclusion of complex security features such as variable data printing to ensure that each label is unique.
Furthermore, advancements in materials science have led to the development of tamper-evident labels that show visible signs if the packaging has been altered. These technological improvements enhance the ability of brands to protect their products and reassure customers of their authenticity.
How have recent developments in printing technologies made the printing process more financially and environmentally sustainable?
JT: Recent developments in digital printing technologies have made the printing process more sustainable and cost-effective. Digital printing allows for on-demand production, which means manufacturers can produce only the quantities needed, reducing overproduction and waste. This approach lowers inventory costs and minimises the environmental impact associated with excess materials and energy consumption.
Additionally, innovations in ink formulations and printing processes have led to reduced chemical usage and energy-efficient operations, even removing the need for pre-treatment and waste fluid emissions from maintenance. Epson’s SurePress printer uses water-based resin ink which adheres well to a variety of standard label stock. Further, the use of non-combustible water-based resin ink offers print shops a better working environment with a process that is non-toxic and low odour.
Epson’s SurePress digital printers ensure precise ink placement and minimise waste. This aligns with broader sustainability goals and helps companies reduce their carbon footprint and promote environmentally responsible practices.
What role does a label play in signalling the sustainability of not only the packaging or product, but the company as a whole as well?
JT: Labels serve as a powerful communication tool, especially in highlighting a company’s commitment to sustainability. Data-coded labels are one way to do so, as consumers can simply scan the QR code on product packaging and access content about the brand’s sustainability efforts.
By clearly indicating the use of sustainable materials, eco-conscious production processes, and recyclable packaging, labels can convey a strong message about a brand’s environmental initiatives.
For example, labels that highlight the use of biodegradable materials or eco-conscious inks can attract environmentally conscious consumers. Additionally, sustainability certifications and eco-labels like FSC, Green Label Singapore, Fairtrade, and more can further enhance a brand’s credibility and commitment to sustainability.
This transparency not only helps build consumer trust, but can also help differentiate the brand as one that is committed to corporate social responsibility, contributing to a positive brand image and reputation.
