Digital watermarking creates new avenue of consumer engagement


In a retail world of shelves stocked with thousands of products, many of them similar in type and function, how can a brand owner develop an ongoing relationship with consumers? Two companies, custom injection molder SussexIM (Sussex, WI) and InkWorks Printing (Plymouth, WI), a firm focused on advanced digital imaging and label technology, have an idea.

The companies collaborated on a beautiful solution for the cosmetic packaging industry, which Sussex IM serves, that incorporates "elegant in-mold decorated products offering both visual and tactile experiences that speak to the brand," said the companies' information.

Bob Travis, President and CEO of InkWorks Printing, articulated the primary challenge brand owners are experiencing in today's retail world: "How do you engage with consumers that always have their heads down staring at their smartphones?" Working with new digital technology, such as watermarking, on products helps to create an avenue—content bridging, as Travis calls it—that creates a "legacy of consumer engagement."

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