CMO-SMART-1 · CMO / Commercial Leadership · AI-Powered Smart Packaging Experiences
Dynamic Smart Packaging
Scan-to-action rate
22%
from 5 %
Active campaigns
800#
from 50 #
Problem & Capability
What & howExecutive problem
Packaging interactions are static and undifferentiated.
Capability
Personalized experiences, loyalty engagement, localized campaigns and dynamic content delivered through smart labels.
Outcome & Strategic Impact
Why it mattersBusiness outcome
Smart labels become a measurable marketing channel.
Strategic impact
Brings Avery into marketing budgets.
KPI trajectory · Baseline → Target
ExhibitAI explainability — drivers, risks, next 90 days
Dynamic Smart Packaging transforms Avery Dennison’s labels into a recurring, data-driven marketing channel, enabling brands like Walmart, adidas, Gap/Athleta, and Burton Snowboards to drive consumer engagement and loyalty. By integrating personalized experiences and campaign analytics, Avery shifts from a cost center to a value-adding partner in brand marketing spend.
Drivers
- Brands’ demand for measurable consumer engagement and loyalty data
- Ability to deliver localized, personalized content at scale via smart labels
- Integration with existing marketing platforms for seamless campaign management
Risks
- Slow adoption by brand marketing teams unfamiliar with connected packaging
- Data privacy and regulatory compliance challenges across regions
- Inability to demonstrate clear ROI versus traditional digital channels
Next 90 days
- Pilot dynamic campaigns with two anchor customers (e.g., adidas, Gap/Athleta) to validate scan-to-action lift
- Develop a marketing ROI dashboard quantifying engagement and campaign performance for brand CMOs
- Launch a targeted education program for brand marketing teams on connected packaging use cases and outcomes