EVRYTHNG Amplifies SmartLabel Initiatives for Consumer Product Brands; One On-Pack Code, Multiple Applications

NEW YORK & LONDON, March 4, 2019 – EVRYTHNG, the IoT platform that activates every consumer product to make it intelligent, interactive and trackable, today introduced the new EVRYTHNG SmartLabel DL — unleashing the full power of mass-scale product digitization with GS1 Digital Link and EVRYTHNG digital identities. More than 826 consumer product brands already, or will soon be, delivering SmartLabel compliant transparency. With EVRYTHNG SmartLabel DL, brands can simply and cost-effectively upgrade current initiatives to benefit from real-time data intelligence and full product lifecycle traceability, while turning individual products into owned-media channels for context-based marketing experiences, all from a single on-pack code. Let’s discuss how EVRYTHNG can make your investment in SmartLabel® even smarter; sign up for a meeting with a member of our team.

“With the launch of EVRYTHNG SmartLabel DL, brands can maximize the effectiveness of investments they’re already making in ‘on-pack’ digital triggers. Beyond delivering SmartLabel compliant product information, brands now have the ability to deliver dynamic direct-to-consumer experiences and capture valuable product lifecycle information all from a single code, whether purchased online or in-store,” said Niall Murphy, Co-founder and CEO, EVRYTHNG. “Direct-to-consumer relationships and real-time supply chain insight are critical to brands’ survival in today’s divergent retail industry.”

“Web enabled barcodes via GS1 Digital Link offer consumers a direct connection to brand authorized product information and robust content to deliver a rich digital experience,” said Bob Carpenter, President and CEO, GS1 US. “Because every physical product can now automatically be connected to the Web, consumers can experience unlimited product engagement opportunities, which also drives loyalty for brands.”

EVRYTHNG has supported the Grocery Manufacturer Association (GMA) SmartLabel initiative since 2017. “2019 is going to be a year of convergence with two big trends impacting the consumer products industry” said Murphy. “With GenZ consumers making values-based purchasing decisions and the growing Baby Boomer population demanding convenience, brands who can deliver both transparency and custom consumer experiences are going to rise to the top.”

Why EVRYTHNG SmartLabel DL?

Currently SmartLabel provides consumers a way to digitally access more detailed product information, including ingredients and provenance from 826 brands on more than 36,000 food, beverage, household, pet care, and personal care products simply by scanning a QR code on the product’s packaging. But up until now implementation for brands has not been dynamic, simple or cost-effective.

EVRYTHNG SmartLabel DL allows consumer goods companies to maximize the value of SmartLabel solutions, connecting the on-pack triggers to Active Digital Identities™ in the cloud. As a result, brands are able to deliver a range of contextual experiences and content, all triggered from the same code.

Specific benefits for consumer product brands, include:

Simplicity & Cost Savings – brands can now implement and manage SmartLabel faster, more cost-effectively and with greater ease:

  • Lowest cost of ownership of any SmartLabel program with a predictable, annual flat fee
  • Hosted SmartLabel landing pages — mobile optimized for the consumer experience while, providing brands with a simple and dynamic template for updating product data automatically — an additional cost-savings

Direct-to-Consumer Experiences — EVRYTHNG SmartLabel DL brings new functionality not available through other SmartLabel programs, allowing brands to connect directly with consumers through dynamic, context-based experiences.

Real-time Data Intelligence — Every consumer interaction with a product generates brand insights and permission-based data intelligence to fuel brands’ marketing initiatives.

GMA predicts that within five years, the SmartLabel initiative will cover 80% of food, beverage, pet care, personal care and household products in the U.S. and Canada.

“Our hope is that EVRYTHNG SmartLabel DL will drive and more importantly, accelerate adoption of SmartLabel across the consumer products industry by making it more accessible and scalable for brands” said Murphy.


EVRYTHNG is the market leading internet of things SaaS platform for consumer products, managing billions of unique digital identities in the cloud. Brands and their service providers work with EVRYTHNG to apply data science intelligence on an item-by-item basis, drive new digital applications, gain visibility into supply chains, and engage with their customers. EVRYTHNG led the creation of the new GS1 industry standards that have upgraded the world’s barcodes and product tags to connect every product to the Web.

Contact info:
Susan Baldwin
+1 (509)939-1137

Scroll to Top