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  • 17 Mar 2021

Avery Dennison launches platform

Avery Dennison Corporation has launched, a new digital product cloud platform with a wide range of end-to-end use cases for consumer engagement, sustainability, brand protection, and operational excellence

Avery Dennison Corporation has launched, a new digital product cloud platform with a wide range of end-to-end use cases for consumer engagement, sustainability, brand protection, and operational excellence.

The new platform bridges physical and digital worlds and can create, assign, and manage unique digital identities. It currently contains over 10 billion individual items and adds over 50 new connected products every second.

‘Facing a clear need for item-level visibility and the gap in the market, Avery Dennison saw a unique opportunity to stand up a new digital venture to pioneer an industry-leading end-to-end connected product cloud. It’s the expression of our intelligent labels vision: a platform that connects physical and digital worlds by assigning unique digital IDs to everyday items. With, Avery Dennison is now able to bridge both worlds by coupling our progressive family of digital triggers and labeling technologies with the power of data in our platform all the way to the wafer level,’ said Francisco Melo, vice president, and general manager, Avery Dennison Smartrac.

Global sportswear brand Adidas is utilizing the cloud-based platform for circularity and unique consumer-product interactions. 

‘Adidas integrated’s connected product cloud into our Infinite Play initiative to scale our ability to buy-back products and give them a second life,’ commented David Quass, global director, brand sustainability for Adidas. ‘The program was the first of many use cases we will look to enable with and Avery Dennison to achieve our connected product vision and our sustainability goals.’ has been designed to be open, easily integrated, and highly flexible. According to Avery Dennison, it will solve the ‘market pain’ of supply chains using different digital triggers on products, such as UHF RFID, NFC, or even QR codes, by enabling all item-level events and product data to be connected in one end-to-end platform. The app store enables brands to tap into an ecosystem of applications to unlock every connected product use case imaginable. Developers and partners can now build on top of's end-to-end platform to unlock new growth channels.

Businesses will benefit from the ability to join their supply chain as never before. Brands can accurately communicate how a product is made and launch new business models like recommerce, peer-to-peer commerce, and direct-to-consumer. Consumers can check product provenance and authenticity, details about care and content instructions for apparel items, obtain expiry and recall information for perishable products, and enjoy unique consumer experiences based on each product interaction's specific context. 

Besides being chosen for multiple scaled implementations by global brands and retailers, is also being deployed for food supply chain traceability and developed for real-time temperature monitoring for individual Covid-19 vaccine vials.

Max Winograd, vice president, connected products, Avery Dennison Smartrac, and co-founder of, added: ‘The team has launched the connected product cloud purpose-built for today's world of rapid disruption and digital transformation. Our north star is trust and a more sustainable and connected world. Our platform is designed for anyone to build on top of to enable every use case for connected products throughout every industry and every step of the value chain.’

The new platform offers a wide-ranging portfolio of modules to unlock specific use cases to help achieve business objectives like consumer engagement, operational excellence, brand protection, and sustainability. It is deployed globally and is now available through channel partners and ecosystem ‘app store’ partners and via all Avery Dennison business units.


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