IoT startup SharpEnd aims to drive positive consumer behavior through connected packaging systems that can interact with smartphones to unlock exclusive brand content for customers.

Research in the UK showed that consumers are often confused about proper disposal methods. Residents are sometimes unaware of recycling points and methods, leading to a lack of motivation to recycle.

In a new collaboration with the UK Horizon 2020 consortium, SharpEnd is utilizing its technology to drive positive consumer recycling through gamification and incentives. The startup has developed a localized app allowing consumers to scan the tags on the connected packaging used for their products. The app is aimed at incentivizing recycling through gamification, increasing consumer engagement.

Additionally, consumers will be provided with information on recycling methods and points. 

The collaboration is aimed at improving consumer engagement through recycling, and assisting brands in reaching sustainability targets. 

SharpEnd uses IoT technology to leverage NFC (Near Field Communication) tags on the packaging used for brand products. The NFC tags can communicate with smartphones at a short distance upon scanning, and unlock exclusive brand information in exchange for consumer data. The technology aims at increasing consumer exchange post-purchase, allowing brands to track customer behavior and engagement through brand content. 

The startup can assist brands in creating NFC tags, QR codes and short URLs to tag product packaging. Through campaign management tools, brands can define the destination, service and experience for consumers through the tags. Finally, with real-time analytics, technology allows companies to track consumer behavior and product engagement.

SharpEnd has won the 2014 Europas Best Startup Award and the 2015 Drum Startup of the Year.