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Promotional coding to hijack F&B industry

By Jenny Eagle+

06-May-2014

Promotional coding will be a big part of the food and drink industry over the coming years, according to Markem-Imaje.

The company, which is headquartered in France, makes product identification and traceability technology, with inkjet, thermal transfer, laser, and print and apply labels.

Coding errors

Martin Bailey, operations manager, UK, Markem-Imaje told FoodProductionDaily brands are increasingly looking for ways to drive loyalty as part of their development.

Promotional coding helps them to capture data and reward customer loyalty in place of simple price cuts,” he said.

There is an increasing drive to reduce coding errors which means looking at ways to minimise operator or human error as well as verifying codes that have been printed on individual packs.

This has led to development of the user interface on coding and marking equipment and the use of camera systems to check the code is present.”

Bailey added the industry is struggling to recruit young people.

The problem, if you can call it such, is the sector is technical and vibrant and is in need of younger workers who are more familiar in these areas,” he said.

It’s also important to be aware of how tangible and pervasive the labelling and coding sector is, it really does have an impact on every consumer whether they know it or not.

Interpack 2014

We make products, work with skilled engineers and see real outcomes – as a result, synergy, relationship building and customer service are vital to success. The industry moves quickly and keeping abreast of everything is important.”

Markem-Imaje will be presenting its latest technology in thermal inkjet printing systems at Interpack, in Dusseldorf, Germany, May 8-14 in Hall 14, Stand D29.

Talking about emerging markets, Bailey said it’s hard to pin down a specific country or region.

There’s a lot of growth markets out there recording good percentage increases, but these are not bolstered by infrastructure and widespread disposable income which poses problems for distribution and consumer purchasing,” he added.

The thing to look out for is serious investment in infrastructure and legislative changes which free up cash for consumers.”

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