Avery Dennison Highlights Future Label Technology at Labelexpo Smart Mart

Friday, September 5, 2014

imageAvery Dennison will feature advanced label material technology at Smart Mart — a new feature area of Labelexpo Americas 2014 in Rosemont, Chicago, September 9-11. Smart Mart gives visitors a look at the latest advances in substrates, inks, digital systems and printing, including sophisticated research tools and materials that interact with electronics.

“The industry is constantly evolving, and our customers are eager to get a glimpse of the next generation of innovations in action,” said Jay Gouliard, global vice president, Innovation for Avery Dennison Materials Group. “As brands push for new ways to create and enrich their relationships with consumers, label and packaging technology can play a key role. It’s important to our customers’ business growth to see what is on the horizon of innovation. This is part and parcel of Avery Dennison’s vision of making brands more and inspiring and the world more intelligent.”

Smart Mart visitors will have the opportunity to use their smart phones to try out DirectLink™— Avery Dennison’s new label technology, which incorporates near field communications (NFC) technology to send messages directly from the label to the consumers’ smartphone. With DirectLink™ label technology, brands can send consumers content such as coupons, promotions, surveys, recipes, music, video and service manuals — all without the need of an app. Consumers simply tap their NFC-enabled smartphone to the product to access information and other content. As part of DirectLink technology, Avery Dennison will work with label converters to program and add the NFC feature to printed labels.

DirectLink label technology creates this connection between label and content through a cloud-based platform from Internet of Things software provider EVRYTHNG, with whom Avery Dennison has recently entered into a collaboration agreement. With DirectLink technology, companies can also access invaluable interaction analytics as well as create personalized marketing and post-sales service experiences for customers.

“Our collaboration with Avery Dennison opens up limitless opportunities for consumer engagement and smarter operations,” said Niall Murphy, founder and chief executive officer of EVRYTHNG. “Integrating NFC capability into a label powered by the EVRYTHNG engine creates the ability to make any product smart by connecting it to the Web.”

“By delivering this technology combining Avery Dennison's innovation in materials with EVRYTHNG's intelligent, programmable cloud software to converters and brands, we ide a complete solution that includes effective packaging engineering support with content management and technical backup,” said Gouliard. “Ultimately, brands will be able to leverage this cutting-edge label technology faster and more effectively.”

In addition to DirectLink label technology, Avery Dennison will feature the following in the Smart Mart section of Labelexpo:

● Radio frequency identification (RFID) technology from Avery Dennison’s RBIS business, which will feature examples of item-level RFID tagging solutions on a variety of product categories including apparel, jewelry, on-metal, food, healthcare and pharmaceuticals. RFID enables significant improvements in inventory accuracy, visibility and loss prevention yielding improved inventory productivity throughout the entire supply chain.

● TT Sensor Plus™ - a patent pending concept for a new time, temperature and tracking label which features an LCD screen and interacts with a smartphone app to give current temperature information. As users hold their hand over the label, a temperature readout on both the label and app change. Smart Mart participants will be invited to experiment with this label and provide input on the experience.

● FiberTracker™ anti-counterfeiting labeling solution, which features a paper facestock with unique fiber patterns that can be scanned through QR codes at the point of purchase to validate product authenticity.

Smart Mart will be located at booth #2015 at Labelexpo Americas 2014 September 9-11. Avery Dennison representatives will also be available to discuss all of the innovations showcased in the Smart Mart and their benefits at the Avery Dennison booth #119.

Source: Avery Dennison

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