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Jones Healthcare Group launches NFC connected packaging solutions

Jones Healthcare Group has launched CpaX NFC (Near Field Communications) Connected Packaging for health and wellness brands looking to engage customers while collecting real-time supply chain and user data. The platform was launched complete with intelligent package components and customizable cloud software to drive digital user experiences and decision-making.

“Product packaging is now a major player in our connected world through the ‘Internet of Things,’ delivering incredible benefits to both brands and consumers,” said Nic Hunt, chief strategy officer at Jones. “Through CpaX, brands have new ways to address critical safety and brand protection issues like counterfeiting and grey market diversion, while also engaging consumers remotely, encouraging behaviour and sharing information in real time – truly learning more about your customer and product lifecycle than ever before.”

This is how CpaX Connected Packaging works:

1. Brands work with the company to select their NFC tag type based on their unique needs.
2. Jones develops physical packaging with brand holders, and embeds NFC tags into that packaging.
3. Jones, digital partners and brand holders develop the digital experience enabled by the packaging.
4. When the product reaches retail shelves, consumers tap smartphones or other NFC-enabled devices to interactive packaging, engaging with the partners’ digital experiences. And, those experiences can be changed in real time.
5. Brands access a cloud portal to track and measure products and consumer experiences at the individual item level.

“CpaX NFC packaging has important implications for healthcare in particular,” added Chris Jones Harris, principal corporate development at Jones. “Consumers are turning to self-care more than ever and this connectivity allows brands to share real-time information about health products and pharmaceuticals, including at-home health testing kits – whether it’s video tutorials and usage instructions, medication indications, test results, or recall information. There’s a lot of power in healthcare packaging today.”

Although the connected packaging offering can connect to any digital experience a brand chooses, Jones also offers its own solution with TPG Rewards Inc., which includes product authentication, a digital sales associate to educate consumers and a cloud-based platform to display engagement metrics.