There are two ways to look at it: digital IDs or product passports (DPPs) as an evolution of the digital twins, initially popularized during the metaverse boom, or Transparency Labels or responsibility passports (also DPPs) as the updated faced of transparency practices from a new batch of mission-driven companies.
These passports store comprehensive data about products, including manufacturing details, supply chain origins, materials used, and ownership history. They are becoming essential for fashion brands, transitioning from a luxury to a necessity due to compliance.
The European Commission plans to mandate DPPs for brands selling in the EU by 2026, aiming to enhance supply chain transparency and enforce sustainability objectives. Several brands are already integrating DPPs into their products, exploring additional functionalities like customer data collection and post-purchase perks.
So the benefits linked to adopting DPPs linked to transparency go beyond sustainability and compliance. What companies observe today is:
- Enhanced brand transparency and trust
- Improved customer experiences through personalized services and content
- Streamlined supply chain management and operational efficiency
- Effective measures against counterfeiting and product authentication
- Integration with emerging technologies for enhanced product functionality
- Differentiation in competitive markets through innovative product features
- Access to valuable data insights for informed decision-making
- Increased customer engagement and brand loyalty
- Cost savings through optimized resource utilization and risk mitigation
- Adaptability to evolving consumer preferences and market trends.
We look into some of the most interesting aspects in this piece written through human and AI collaboration.
A new channel: enhanced brand transparency and trust
DPPs enable brands to continuously update product information and features, focusing on the physical product rather than just metaverse wearables or NFT collectibles. The integration methods, such as QR codes or NFC chips, remain consistent, emphasizing a physical-first approach to deepen consumer engagement.
New tools, such as the ones made available by Renoon here, give also the possibility to connect product passport to the online e-commerce realm with iFrames or widgets that immediately connect data to Product Pages and enhance the online experience.
Improving customer experience
The shift towards "phygital" goods reflects a consumer preference for practicality and tangible benefits. Brands leverage DPPs not only for data collection but also to enhance customer experiences and, for example, facilitate resale markets.
DPPs can potentially streamline listing processes, authenticate products, and offer insights into consumer behavior.
While DPPs are still in early testing phases, multiple brands are already implementing them to provide product insights, and future benefits like early access to sales and events.
In the early pilot phases this is possible through easy user login integration, proving a personal space tailored for the customer.
Streamlined supply chain management and operational efficiency
DPPs enable companies to streamline supply chain management, improving efficiency and reducing operational costs. With real-time visibility into product lifecycles, companies can identify inefficiencies, mitigate risks, and optimize resource allocation.
Counterfeiting and product authentication: integrating with emerging technologies
DPPs facilitate seamless integration with emerging technologies like blockchain, IoT, and AI, opening doors to transformative applications in areas such as product authentication, anti-counterfeiting measures, and customer engagement strategies.
Differentiation in competitive markets through innovative product features
By integrating DPP technology into their products, companies can offer unique functionalities and experiences that captivate consumers and set their brand apart.
Companies can leverage data collected through DPPs to offer customization options, recommendations, or additional services that resonate with their target audience.
For instance, companies are experimenting the use of DPPs to provide styling tips or exclusive access to limited edition collections based on a customer's purchase history.
Additionally, DPPs can support innovative sustainability initiatives, such as carbon footprint tracking or product certifications, further enhancing the brand's image and appeal to environmentally-driven consumers.
Access to valuable data insights for informed decision-making
One key advantage of DPPs is their ability to provide end-to-end visibility into the product journey, from manufacturing to post-purchase usage.
Companies can track key metrics to optimize processes, and improve overall operational efficiency. This granular visibility enables companies to make data-driven decisions that streamline operations and reduce costs.
In addition, DPPs enable companies to gather valuable insights into consumer behavior and preferences. By analyzing data on scans, interactions, and feedback collected through DPPs, companies can uncover trends, preferences, and emerging customer needs.
This information can inform product development strategies, marketing campaigns, and personalized customer experiences, ultimately driving greater customer satisfaction and loyalty.
DPPs empower companies to monitor and evaluate the environmental and social impact of their products throughout their lifecycle. By tracking metrics such as carbon footprint, resource consumption, and labor practices, companies can identify areas for improvement and implement sustainable practices that align with their corporate values and stakeholder expectations.
Increased customer engagement and brand loyalty
DPPs enable brands to foster transparency and trust by providing customers with detailed information about the product's origin, manufacturing process, and sustainability credentials. In an era where consumers increasingly value transparency and ethical practices, this level of transparency can enhance brand credibility and loyalty.
Cost savings through optimised resource utilisation and risk mitigation
DPPs enable companies to identify and address operational inefficiencies proactively, resulting in reduced costs across various areas of the business.
DPPs play a crucial role in mitigating risks associated with product quality, compliance, and supply chain disruptions.
By maintaining comprehensive records of product specifications, testing results, and regulatory compliance documentation, companies can ensure adherence to industry standards and regulatory requirements, reducing the risk of costly recalls, fines, and legal liabilities.
Adaptability to evolving consumer preferences and market trends
To maximize the potential of DPPs, brands must develop features that encourage continued customer interaction. Despite challenges in implementation and infrastructure, DPPs offer significant opportunities for brands to innovate and strengthen customer relationships.
While experimental Web3 and metaverse elements are intriguing, brands prioritize practicality until digital twin technologies offer tangible value.
As legislation and infrastructure evolve, DPPs are set to reshape consumer interactions and market dynamics in the fashion industry.
At Renoon, we recognise the specific skillset required to effectively launch DPPs, prepare for regulations while gaining competitive advantage.
As we continuously build top-notch technologies that companies adopt, we are happy to answer any questions and receive any feedback.
Please reach out to email@example.com or Book a Demo.