Local startup Cellr has been announced as the only Australian participant into the AD Stretch Accelerator program.
Launched just this year, the program will deliver solutions for Avery Dennison clients across South America. It is a non-dilutive and pilot program, with Avery Dennison being a multinational leader in pressure-sensitive adhesive materials, apparel branding labels and tags and RFID inlay tags. Hundreds of applications were received as part of the program from 30-plus countries.
Cellr will engage with the wine and spirit brands ti improve engagement with their consumers through its innovative tech solutions to optimise tech points and enable brand protection.
The announcement comes as Cellr’s software, designed to counter counterfeit wine, is being utilised with major brands such as Brown Brothers (VIC), Evans & Tate (WA), Small Victories (SA) and Brokenwood (NSW). Cellr also received an Advanced Manufacturing government grant in early 2020.
Cellr founder Chris Braine said the team is proud to be included in the programs inaugural cohort.
“Today’s buyer behaviours have changed, with brands now expected to provide strong, personalised, flexible and informative experiences that align with the values and integrity of the customer,” he said.
A report from earlier in the year shows that 88 per cent of customers now see their experience with a product as important as the product’s quality itself, consumers are now primarily digital-first, are engaging with branded emails less and switching brands more frequently.
“What previously was a customer’s want is now a customer’s expectation, and brands need to be more innovative in how they engage with this consumer.”
Evolving products
The news comes as Cellr’s technology is increasingly being used by their clients to offer a range of promotions, with their dynamic system removing barriers to entry, reduce overall accosts and sustainable given it is less reliant on printed materials.
It achieves this through the use of QR Codes or Near Field Communication (NFC) inlays.
“The competition and promotion feature is just one of many that we have developed as leading solutions for brands through connected packaging,” said Mr Braine.
“Originally beginning our journey with a focus on brand authenticity and anti-counterfeit, Cellr has now evolved to deliver a large stack of features that allow any brand to strengthen their connection between brand and consumer.”
Cellr will also be making an appearance at the Pack Expo in Chicago next month, with the team delivering a discussion on ultra-personalisation and intelligent packaging in marketing to the APIPA Smart Packaging Summit.
