Could RFID be incorporated directly into bottles & other packaging materials rather than being slapped on by processors at the shipping stage? That's the possibility being held out by Rexam's Felix Helander, director of Business Intelligence, who said this could be the future for packaging companies. "The technology to incorporate RFID right into packaging is not there right now-It's in the future. We are looking at this as a possibility." The question came up during a discussion on Rexam's publication of a study showing how brand owners can design personalised promotions & drive consumer purchasing through the use of the technology. Helander says Rexam is making a bid to drive the use of RFID by showing its customers how it can be used at the consumer end of the the supply chain.
