Polytag expands connected packaging team

Suzie Dekker joins the connected packaging specialist from ESG ratings platform EcoVadis, where she worked with organizations using data and digital platforms to manage their sustainability performance. She also helped develop the company’s customer base across the Benelux region.

Her appointment follows the arrival of Alex Webster as Polytag’s chief strategy officer. According to Polytag, the appointments strengthen its capabilities across data, platform development, strategy and commercial growth.

Polytag provides Smart QR code technology designed to connect physical packaging with a digital platform. The codes can give brands information about when, where and how consumers interact with packaging while providing a channel for recycling guidance, product information, promotions and loyalty campaigns.

The company said demand for connected packaging is growing as brands prepare for measures including Extended Producer Responsibility (EPR) and Digital Product Passports (DPP) while also seeking greater commercial value from packaging data.

During a recent activation linked to a major sporting event, an unnamed UK soft drinks brand used Polytag’s Smart QR codes to generate more than 1,000 minutes of consumer engagement over 18 days. Polytag reported an average dwell time of 28.1 seconds.

Dekker commented: ‘We’re seeing a shift in how businesses think about data, from something they collect to something they can actively use to understand customers and improve their marketing. I’m excited to help brands explore what connected packaging can do for them.’

Alice Rackley, CEO of Polytag, added: ‘Suzie brings a wealth of experience in data-led platforms and customer engagement, which will be invaluable as we help brands turn packaging from a static product touchpoint into a source of data, insight and consumer engagement.’