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Smart Textiles

Digitised differentiation for Nordic Label

Brands can track their products at every step from production to the consumer.

31st March 2021

Innovation in Textiles
 |  Helsinki, Finland

Clothing/​Footwear

Nordic Label Oy in Helsinki, Finland, is attracting new business and widening its product portfolio using Xeikon’s Track and Trace label system, with which every package and label is given its own digital identity by means of a unique image, text, number or bar code.

“As a leading label manufacturer in Finland with many years of experience in all kinds of printing methods, digital printing is fairly new to us and we have been on a learning curve,” said Marko Rintanen, production director at Nordic Label. “However, since we partnered with Xeikon we have seen our business leap forward in new and very exciting ways. The smart label solution is groundbreaking and so easy to install and utilise. Our customers, the brand owners, are now as excited as we are at the potential that smart label production offers. With the cooperation of one of our key customers, Vellamo, we were proud to participate in a recent Xeikon Café project working together with UPM Raflatac, Magic Add and Xeikon to demonstrate the powerful and multiple advantages for brands using smart labels.”

“Globally there is increasing demand from brand owners for smart labels,” added Jeroen Van Bauwel, director product management at Xeikon, based in Lier, Belgium. “Fighting to stand out from the competition, enlightened brand owners are using smart labels to differentiate themselves and protect their brand. There is a specific need for security applications like our Track and Trace in the supply chain to help battle counterfeiting which is big business on a global scale and poses a huge threat to brands. With Xeikon’s smart label solution brands can track their products at every step from production to the consumer. They can also initiate direct marketing communications using the data behind the smart label to measure success and engage and build relationships with consumers who are looking for authenticity and trust in the brand.”

Smart labels are an efficient solution for sustainable brands interested in auditing their carbon footprint and product safety

The latest version 7.0 of Xeikon’s powerful X-800 workflow enables the integration of the unique information and the printing of a high security, variable printed code. The Xeikon press automatically and securely prints the unique code, which can be scanned with any standard application. 

One of the ways that brand owners can effectively and efficiently gain insight into the needs of their target audience is by collecting data on the movements of their products. For sustainable brands interested in auditing their carbon footprint and product safety, for example, smart labels are an efficient solution to track and trace products through the production and logistics phase. Giving the consumer a personalized and contextual digital experience and offering safety, reliability and timely delivery, smart labelling offers immediate access to valuable and relevant product information on any device.

A smart label activates a response in real-time through a digital interaction between the label and a users’ device. The labels incorporate and integrate technology that extends the functionality and content of the label beyond traditional print methods. This can be done in a variety of ways using QR codes, RFID tags or near field communication (NFC).

These types of labels rely on an interaction with a consumer device like a smartphone and support data transmission and collection for sales and marketing and security and inventory purposes. Smart labels and tags can affect the retail experience in a variety of ways and allow for new and beneficial interactions between consumers and products.

“Our industry is quite conservative but new things excite us so challenging ourselves to think in new ways was a big step forward,” Rintanen said in conclusion. “Xeikon took care of everything – the automation, the installation of the software, the digital label press and the training – it was all very smooth. Now we can download the variable data straight from the cloud and it’s all automatic. All the codes are set up for us.”

www.xeikon.com

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