Marketing is a dynamic activity that can easily get boring, repetitive and ineffective over time. To keep ahead of the trend, retain customers and gain new ones, innovative brands are employing unique strategies for their marketing. One of these is using thermal ink to hide discounts on products’ packaging.
The idea of hidden discounts serves two primary purposes. The first is to surprise customers who are already used to regular promotional strategies. On the other hand, it can also promote consumer loyalty, giving those who discover the discounts a feeling of exclusivity.
How Thermal Inks Work
Thermochromic inks, also known as thermal inks, are reactive additions to packaging that change appearance when exposed to certain conditions, often weather. A common approach is to change color or temperature when exposed to these specific conditions. While heat-sensitive ink is the most common, some brands have experimented with inks that react to cold temperatures.
Thermal inks reactions can be activated through methods including:
- Temperature Change: This method is the most common and requires products to be heated or chilled to reveal the discount.
- Touch: Some brands use inks that reveal discounts or promotional messages once customers touch them.
- UV Rays: Some thermal inks react to sunlight, revealing discount codes or messages after exposure outdoors.
Why Brands are Using Thermal Inks to Hide Discounts on Packaging
The idea of using thermal inks to hide discounts has been around for a while and remains a relevant way to market products. Implementing it requires effort from your end, including knowing if it is the sort of promotion that appeals to your target customers. If it is, here are some of its benefits that may encourage you to try it out.
Drives Engagement
Discovering a code hidden in a product you bought without thinking much about promotion is unarguably a way to make someone’s day. Creative brands understand how this surprise may drive most consumers to try again multiple times, trying to win more. Some may secretly tell others, creating an organic customer engagement for a new product.
Encourage In-Store Purchases
Touch-activated thermal inks motivate buyers to shop in stores rather than other options like online purchases. Since they must touch the product to reveal the discount, a retailer can use it to drive more traffic to its stores, making it exclusive to physically-bought items only.
Reward Customer Loyalty
Good promotional strategies aim to attract customers and retain them for longer. Using thermal inks to hide a discount perfectly does this. By getting a discount on their current or future purchases, most people are encouraged to try again in the hope of getting more. This strategy can help reward loyal customers who keep buying the brand, many of whom remain after the promotion period.
Reduces the Risk of Counterfeits
Including a discount in your product’s packaging is a great way to differentiate it from possible counterfeits. Crooks who make counterfeit products are often ill-equipped to replicate smart packaging solutions like thermal inks. This method can be quite useful for guaranteeing the authenticity of luxury brands or exclusive products.
Aligns with Trend
Packaging trends are shifting toward minimalistic looks that connect with customers emotionally. Brands must find a balance between these demands for a clean product outlook and consumers’ need for immersive shopping experiences. These interactive packaging trends create a solid compromise, allowing customers to enjoy a unique shopping experience with minimal product designs.
Challenges With Thermal Ink Packaging
Businesses can greatly benefit from using thermal inks to hide discounts. However, before using these unique inks, you must be aware of some challenges, which we have explained in this section.
Consumer Awareness
Most retail marketing innovations rely on consumers’ ability to discover and utilize them appropriately. However, consumers may be unaware of how to activate thermal inks on packaging, making them lose out on the discounts.
Cost
Using thermal inks on packaging might be costlier than traditional options, adding to expenses. While you can hope to recoup these expenses from the increase in sales from the promotion, it is still worth noting as a downside of the strategy.
Environmental Concerns
Some thermal inks contain non-recyclable materials, raising sustainability concerns. If your operations or customer base is eco-conscious, these inks might become unsuitable or work against the purpose of the promotions. Fortunately, efforts are already underway to make eco-friendly thermal inks.
Conclusion on How Brands are Using Thermal Inks to Hide Discounts on Packaging
Using thermal inks to hide discounts on packaging is a great promotional strategy that has remained relevant over time. Many notable brands, including Nike, McDonald’s, and Coca-Cola, have used it for limited-edition promotions, proving its effectiveness. Before using it, the most important factor to note is to weigh the benefits and challenges to see whether it is a worthy venture.
