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Unlock New Touchpoints—Directly at the Product

The Digital Product Passport (DPP) transforms products into interactive experiences—at the point of sale and beyond. Activate customers, generate leads, and deliver brand messages where it matters most.

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Marketing challenges

Brand Communication often ends at the Shelf

Many marketing teams only reach customers after purchase or through traditional channels. Interactive content and digital touchpoints directly at the product are missing – and valuable opportunities for engagement and lead generation are lost.

 

 

POS Shopping Touchpoint

No direct touchpoints at the product

Products remain silent. Customers do not interact, and marketing messages reach them only through indirect channels.

Touchpoint After-Sales Product Digital

Limited lead generation

Without digital touchpoints, valuable contacts, newsletter opt-ins, and product usage data are lost.

Comparison brand Customer decision

Low brand loyalty after purchase

The customer relationship often ends abruptly after checkout. Interactive content could strengthen loyalty and encourage repeat purchases.

Marketing Advertising

Fragmented marketing initiatives

Campaigns often run in isolation, without direct integration into product information, service, or POS experiences.

Analysis of marketing costs

Difficult performance measurement

Engagement and campaign impact at the product level are rarely trackable or optimized in a data-driven way.

Free information material

Brands don’t live in ads anymore. They live in the products we use.

90% of a product’s value is created after the purchase – yet this is exactly where brands lose control today.

This impulspaper shows how the Digital Product Passport helps brands regain that control – turning products into the central interface for brand, usage, and value creation across the entire lifecycle.

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DPP Features for Digital Touchpoints & Marketing

The Digital Product Passport as a Central Marketing Touchpoint

With the Digital Product Passport, you reach customers directly at the product – interactively, measurably, and data-driven. Products become active communication and conversion channels.

Tap-to-Buy

Offer matching products, accessories, or bundles directly within the DPP. Attention at the POS turns instantly into revenue.

Campaign integration

Link marketing campaigns directly to the DPP. Customers can participate in promotions, register, or redeem offers – fully measurable.

Gamification & engagement

Activate customers after scanning with interactive elements such as sweepstakes, challenges, or limited-time offers. The DPP becomes an active marketing touchpoint: measurable, interactive, and brand-driven.

Data & analytics

Track which content is used, which campaigns perform best, and how customers interact. Use these insights for continuous, data-driven optimization.

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Tobias Janorschke | Head of Digitalization and Process Management
COR Sitzmöbel

COR

“The Digital Product Passport enables us to prove genuine sustainability and make our business model more circular. Key processes – both compliance-related and customer-focused – are integrated effectively and seamlessly into our products. This is true, forward-thinking digitalization – and we are proud to be pioneers in the furniture industry.”

Turning the Product into a Digital Touchpoint

Scan. Understand. Buy.

Additional Use Cases
 

More than just product marketing - the Digital Product Passport offers versatile added value

 
 

Digital Touchpoints and Marketing are only part of the potential. Discover how the DPP also supports customer data, revenue growth, service excellence, and brand loyalty.

Customer data & insights
Customer Data
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Differentiation at the POS
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Storytelling
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Cross- and Upselling
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Sustainability & Transparency
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Circular Economy & Second Life
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Brand Protection
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After Sales & Service
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Product Innovation & Feedback
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International Scalability
Frequently asked questions

FAQ - Digital Product Passport as a marketing and engagement tool

How can we activate customers directly at the product?

The DPP enables interactive content such as videos, tutorials, gamification elements, or campaigns. The product itself becomes a digital touchpoint.

 

Can the DPP be used for lead generation?

Yes. Customers can register directly at the product for newsletters, sweepstakes, bonus programs, or loyalty initiatives via the DPP.

How does the DPP support cross- and upselling?

The DPP can present related products, bundles, or accessories directly at the point of sale and convert attention into revenue through tap-to-buy functionality.

How can campaigns be measured and analyzed?

All interactions within the DPP are tracked. Analytics reveal which content, features, or campaigns generate the highest engagement and relevance.

Can content be adapted by market or language?

Yes. The DPP supports multilingual content and country-specific customization, enabling campaigns to remain globally consistent, locally relevant and efficiently managed.

How does the DPP integrate marketing, service, and product information?

The DPP centrally connects campaigns, product details, and service information. This creates seamless customer experiences directly at the product.

 

Narravero In Practice

Live Demo: Activate Marketing directly on the Product

In our free live demo, we show how the Digital Product Passport transforms products into interactive touchpoints – with integrated campaigns, gamification, lead generation, and tap-to-buy functionality directly at the POS. Experience how Narravero measurably increases marketing impact, customer engagement, and revenue.

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