Kezzler-Amcor Partnership for MaXQ Enables Supply Chain Consolidation

Archived Published: 01 July 2015 ID: G00281559


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Kezzler and Amcor will partner to offer a digitally interactive embedded packaging and serialization-based platform. Supply chain leaders should investigate MaXQ for near-real-time data capture and strategic product insights.

News Analysis


On 29 June 2015, Kezzler, a serialization business services provider, and Amcor, which focuses on flexible and rigid plastic packaging, announced they will partner to offer MaXQ, a full-service, advanced packaging serialization solution. Backed by a cloud platform, MaXQ will be available as both a modular Web-based solution and as an integrated solution across Amcor’s packaging portfolio.


MaXQ will employ serialization to enable near-real-time data capture and strategic insights on products. Under the partnership, Kezzler will generate unique dynamic QR codes and integrate them into Amcor packaging solutions. The integrated QR code will be able to communicate key datasets across supply chain nodes that have the appropriate interconnectivity. This increases brand owners' agility in tailoring the supply, delivery and marketing of products to meet specific commercial or supply chain requirements, and will help with getting near real-time visibility into the supply chain and optimizing it for demand shaping and predictive forecasting.

MaXQ's dynamic serialization codes represent a significant advance because they are pre-embedded "en masse" across the brand owner’s Amcor-supplied packaging material, such as industrial packaging rolls. Brand owners can enable a large number of MaXQ QR codes by scanning a handful of representative codes. This activates the codes in near-real-time across optional and complementary functionality, such as anti-counterfeiting and product incentive schemes. Once activated, the codes are “always on” and dynamic. The brand owner can update the codes with marketing, commercial or supply chain data — even for on-the-shelf products — and tailor them to react to current market variables. This enables supply chain consolidation and optimization while minimizing the need for developing IT platforms and supporting infrastructure for serialization activities. It also positions MaXQ centrally as a solution aligned to the Internet of Things.

MaXQ's dynamic QR codes allow for:

  • Full production authentication and traceability initiated by the end consumer and managed through the cloud. The brand owner owns and enables the data, which is captured through consumer opt-in menus or at the point of sale.

  • Serialization-enabled consumer interactivity for promoting brand awareness, informatics and incentive schemes. End consumers can integrate seamlessly through mobile phone and SMS connectivity, regardless of their geographic location or the retailer size. This enables consumers and the brand owner to work together to activate and update codes as needed.

MaXQ still faces some challenges. In a second step, the companies plan to extend this solution to heavily regulated industries like pharmaceuticals and medical devices, which rely on other barcoding technologies for compliance. Other industries may need to consider legislation that allows or disallows QR codes. In addition, low adoption rates would negate the potential benefits, reduce enablement opportunities and increase the risk of a suboptimal solution. Attaining high user adoption rates post-implementation will require promotion, education and change management protocols with end consumers.


Supply chain leaders should evaluate MaXQ if they require:

  • Brand protection and traceability capabilities

  • Cost savings from eliminating resource-intensive printing and labeling and the need to invest in embedded security and IT infrastructure

  • The ability to adjust, predict and react to consumer and market behaviors in real time

  • Consumer insights and data for areas such as demand sensing and shaping, as well as forecasting

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