The apparel company partnered with Digimarc to reduce its impact and embrace sustainable practices by reducing the number of printed hang tags required to share product information by digitally delivering this information via QR codes. The company also wanted to create a digital communication channel with its customers and provide them with up-to-date, relevant information.
The clothing industry creates hang tags containing information that many customers don’t read and simply toss into the trash. The sportswear company learned that their customized inserts were taking almost a year to create across various internal teams. They also wanted to digitize the hang tags so they could offer customers the most current information, targeted to their geographical location. But doing so with printed versions for each localized versions in a variety of languages is both lengthy and costly.
Using Digimarc Engage, a software-as-a-service product for consumer engagement, the sportswear company was able to move to a single front-and-back hang tag for most products that includes a QR code meant for a global audience that can be used to redirect the customer experience based on context. This eliminated 40 million hang tags from the landfill, equaling 170,000 pounds of paper. Customers scan the QR code, which is dynamically redirected so that each customer lands on content designed for their specific geographical location.
The digital hang tags eliminated the need to physically reprint packaging updates since all updates are now made digitally resulting in significant savings for the company. This product digitization program also lowered the number of internal resources required to produce the tags. Finally, 40 million hang tags were never dumped in a landfill, helping the sportswear company achieve their goals.
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