Augmented reality packaging: Aussie sports nutrition brand Body Science unveils new digital experience

By Tingmin Koe

- Last updated on GMT

Just by scanning the product using the smartphone camera function, consumers can learn more about the product by clicking on icons that have popped up on their screens. ©Body Science
Just by scanning the product using the smartphone camera function, consumers can learn more about the product by clicking on icons that have popped up on their screens. ©Body Science

Related tags Augmented reality Australia Sports nutrition

Brisbane-based sports nutrition brand Body Science is using web augmented reality (WebAR) to help consumers better understand its product at the time of purchase.

Just by scanning the top of the product using the smartphone camera function, multiple icons will pop up on the handphone screen and consumers can click on them to learn more about the product.

In fact, consumers can also enjoy the AR experience by scanning the product images on Body Science's website. 

This feature is currently applied to the company’s HydroxyBurn Shred range of products. 

The company believes that doing so allows them to better capture the consumers’ attention and provide a host of information that is otherwise not available on the typical product labelling.

For instance, consumers will have access to the company’s social media pages, weight management nutrition programs, articles and podcast on nutrition knowledge, and how they can prepare and consume the product.

“My customers’ journey is constantly broken by web, social, and print, and I can’t get it in one place at that time of purchase with the consumers.

“With this technology, you scan [the product], you start, and you are in [for access to the company’s website],” ​Greg Young, owner and founder of Body Science International told NutraIngredients-Asia.

He also believes that consumers can have a better understanding and decision making before they purchase the product.

Products equipped with this particular feature is now being rolled out to over 5,000 health foods stores in Australia.

The company behind the technology is Gold Coast-based AusTechVR. 

"Whilst this is a first of its kind marketing tool for this industry, this experience is also a first of its kind in Australia, Austechvr will be able to create similar experiences across multiple industries Australia wide, this is the start of a new vertical in marketing which is dynamic and powerful," ​said director Ken Lee. 

Supermarket targeted

The eventual goal is to roll out products with the new AR packaging into supermarkets, since the amount of consumer education available in that retail channel is limited.

“Our big problem with supermarkets is there is no way to educate the consumers on a product, everything has to happen post-purchase.

“But by using this one scan code on our packaging, our labels, we can have an interactive experience, we can have a dietitian telling you why this protein and how to use it,”​ Young said.

The company aims to roll out products with the new packaging in the supermarkets, including Coles and Woolworths in the next 12 months.

For a start, the focus will be on revamping the packaging for all flavours of its Hydroxyburn Shred Ultra Nootropic Thermogenic product.

Quick and cost efficient?

Using the technology also allows companies to update new information about its products at the backend, without having to change the physical product labelling.

Travis Bell, business development manager at AusTechVR, said that adopting this technology could help companies cut packaging cost.

“Once that code is labelled, then pretty much, the advertising material and even up-to-date information can change dynamically.

“This brings back to reduced cost, [cutting] the amount of time that a product packaging needs to be re-printed, re-branded, re-batched, re-labelled, to put the new products on shelves.”

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