How successful is zero-party data harvesting via smart packaging compared to RMNs?

Beverage brands are increasingly using smart packaging (dynamic QR codes) for zero-party-data-harvesting to bypass the data monopolies held by retail-media-networks (RMNs).

Open Questions

• Opt-in Rates: What is the actual consumer scan and opt-in rate for on-pack digital activations in the beverage category?
• Data Quality vs. Volume: How does the quality and utility of this zero-party data compare to the massive volume of deterministic transaction data held by retailers like coles-group and endeavour-group?
• Cost-Benefit Analysis: Does the investment in smart packaging infrastructure and direct-to-consumer data platforms yield a higher ROI than simply paying the “digital slotting fees” required by RMNs?