Smart labels, incorporating technologies such as RFID, NFC, QR codes and augmented reality (AR), are redefining traditional labelling. According to Rotolabel’s managing executive, Wicus Maritz, these labels are not just about identifying products anymore – they have become interactive tools designed to enhance product security and customer engagement.
‘These labels offer brands a unique opportunity to create deeper connections with consumers,’ Wicus explains. ‘By linking directly to digital platforms, offering eco-friendly information or sharing the product’s journey, smart labels help establish a stronger bond between consumers and the brands they trust.’
Additionally, integrating promotions, loyalty offers and customer surveys through these labels enhances brand interaction. ‘Through smart labels, consumers feel like they’re part of a brand’s narrative, which in turn increases loyalty and brand education,’ he adds. By embedding QR codes or NFC technology, brands can instantly offer discounts or exclusive deals, fostering direct engagement and driving consumer retention.
Beyond consumer-facing features, smart labels also enhance logistics and sustainability. RFID technology, for example, enables real-time tracking of inventory, ensuring optimal stock levels and minimising waste, particularly in cold chain logistics. ‘Track-and-trace capabilities provide visibility throughout the supply chain, improving route efficiency and reducing wastage,’ says Wicus.
At Rotolabel, the focus is on delivering tailored smart label solutions to customers. While high-tech options like RFID and NFC are often reserved for high-value goods, cost-effective solutions such as QR codes and augmented reality are widely available to cater to the needs of diverse products.
Smart labels also offer solutions for combating counterfeiting. By embedding unique codes or secure QR labels, brands can ensure the authenticity of their products, while real-time tracking can monitor the goods’ journey and environmental conditions, safeguarding quality during transit.
