Avery Dennison and Eventshop connect apparel to digital fan experiences
Fans can, for example, tap an NFC-enabled label on a shirt with their smartphone to access the mem-re platform. This can provide exclusive digital content, behind-the-scenes footage, interactive polls, early access to products and personalized offers.
The technology is not limited to sports apparel. According to the companies, the same approach can be used for footwear, workwear and other products that can incorporate a digital trigger.
Content is managed through mem-re’s content management system, which also includes AI-based tools for creating digital content. Brands can gain insights into how fans interact with these experiences, potentially creating additional commercial opportunities.
The partnership is designed to further connect physical products with digital services. Sports clubs, event organizers, entertainment companies and apparel brands can use connected products as gateways to digital content and services.
Avery Dennison has also opened a new distribution center in Bengaluru, India. The facility is more than twice the size of its previous location and is intended to improve the company’s distribution of labels, intelligent labels, tapes, graphics and reflective products in the region.
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