Fotini Delgado, CEO of Laava, spoke at the Smart Packaging Congress in Amsterdam this week, where she captivated the audience with insights into the transformative power of connected packaging.
With her company at the forefront of innovation, Delgado unveiled Laava’s new Customer Insights tool, which she described as a game-changer for building dynamic relationships between brands and consumers. Her presentation emphasised how connected packaging is reshaping the industry, transforming static products into intelligent, interactive touchpoints.
Delgado traced the evolution of packaging, highlighting how it has shifted from being a static carrier of information to an interactive, data-rich gateway that fosters trust and transparency. Historically, packaging served basic functions: product protection, labelling, and instructions. Today, it acts as a critical interface between brands and their customers, blending the physical and digital worlds.
Consumers now expect more from packaging. “They demand security and traceability,” Delgado explained. “It’s no longer just packaging; it’s a powerful tool for trust and transparency.” She argued that at the heart of connected packaging lies the union of data and trust. While data provides the transparency and insights brands rely on, trust ensures consumer loyalty and repeat purchases. “Together, data and trust create meaningful relationships between brands and their customers.”
Current challenges and Laava’s solutions
Delgado outlined some of the major challenges faced by brands in today’s globalised and highly competitive markets:
1. Counterfeit prevention
Counterfeiting costs businesses an estimated $3 trillion globally each year, impacting industries from pharmaceuticals to food and automotive parts. Delgado shared stark examples, such as counterfeit airplane components and unsafe children's scooter batteries, which pose significant safety risks. “Counterfeiting isn’t a compliment [to a brand]; it’s a massive problem that affects lives, trust, and ethics,” she stressed.
Laava’s solution, its patented InvisiPrint technology, incorporates invisible, anti-counterfeit layers around QR codes or smart fingerprints. These codes can be scanned with any smartphone, requiring no specialised apps or equipment, making them scalable and cost-effective. “Our technology ensures that brands can authenticate products effortlessly, protecting their reputation and customers’ safety,” Delgado added.
2. Supply chain transparency
Delgado highlighted the increasing complexities of global supply chains, which often lack visibility. This opacity exposes brands to risks such as product tampering, unauthorised resellers, and regulatory non-compliance. With consumers demanding ethical sourcing and proper handling, brands must ensure every step of the supply chain aligns with their standards.
Laava addresses this through end-to-end traceability. Its digital platform assigns unique identifiers to products, tracking their journey from raw material sourcing to consumer purchase. This not only enhances compliance and operational efficiency but also empowers consumers with insights into the origin and journey of their purchases.
3. Disconnected post-sale relationships
Delgado noted how many brands lose touch with customers after the point of sale. “Brands miss valuable opportunities to engage, learn, and build loyalty,” she explained. The solution lies in capturing post-sale data to create ongoing customer engagement.
Laava’s Customer Insights tool enriches customer profiles with every product interaction, offering brands real-time data on preferences, habits, and needs. Importantly, this is achieved while maintaining data security through encrypted, anonymised systems. By feeding this information into CRM systems, brands can keep customer profiles relevant and up to date, enabling hyper-personalised outreach and predictive analytics.
The future
Delgado concluded with an exciting vision for connected packaging’s future. She predicted further integration of AI and predictive analytics, enabling brands to anticipate consumer needs and deliver "context-aware, real-time recommendations". Packaging, she said, could also become a gateway for direct, real-time interactions with brands, offering instant feedback or tailored support.
She also highlighted the potential for real-time safety and recall notifications, ensuring consumers are always informed and protected. “We see a future where every product, every song, every video, and even every document can be authenticated,” Delgado said. “Trust will become the default, and the possibilities for connected packaging are endless.”
Delgado’s presentation left the audience with a clear message: connected packaging is no longer a futuristic concept — it’s a present-day reality that is reshaping how brands engage with their customers. As Laava continues to push the boundaries, it’s clear they’re at the forefront of this transformative journey, setting new standards for trust, transparency, and customer engagement in the packaging world.
