1. Form & FUNction Developing Card Packaging for Retail Chandilyn Smith Senior Director, Marketing Operations InComm

2. The Destination of Innovation Enhance the gifting aspect of the product Create a destination purchase Keep a clean merchandising palette Avoid seasonality of cards – use merchandising –Prevents logistics of product swap out –Gain economies of card production –Create partner combinations of brands suited to the holiday

3. Requirements of Your Package Style Attract the purchaser to your product Fit the defined merchandising planogram Both Partner and Retailer approve the package Supports activation at Point of Sale Enables redemption of the product Facilitates consumer experience ( online, regifting, collector item, unique experience..)

4. Design Elements – Creating the Form Substrate Ink Coatings Foil Embossing Lenticular Custom packaging Specialty sizes …Teamwork between designers and functionality

5. Data Details – the FUNctionality How does the product need to activate? –Variable Barcode Windows for card on carrier Width of activation specification Enables packaging innovation –Magstripe Standard width of 3 3/8” ISO thicknesses for readers (24-30mil) Package limitations

6. Data Details – the FUNctionality How does the product need to redeem? –Online or pin only (use scratch off) –Variable Barcode Impact of size on cardback layout Package styles –Magstripe Is encoding spec same as activation? Impact of dual magnetic stripe on package style

7. Relating Function Back to Form PIN + mag OR variable barcode = single piece Mag + variable barcode = single piece Variable barcode + variable barcode = single piece Mag stripe + mag stripe = –Innovation –Package + card …..What does this mean for data management?

8. Single Card Options

11. Data Management What is an encoding format? Elements on a product: –PIN, account number, both –Serial number –Mag or barcode for activation or redemption –Presence on both the card and the package Placement of data elements –Location enabling imaging equipment & readability –Font size – recommended is 10pt –Type of font – OCRA for camera readability

12. Data Placement partner tracking number partner account number activation barcode human readable InComm serial number redemption mag stripe partner serial number

13. Multi-Card Options

15. Data Verification Kept in order to prevent missing cards – no card fallout Cameras – why are they important? –Read the product and record what is seen –Confirm your requirements are accomplished –Create tracking for quality reporting –Diminish scope of a problem when one occurs –Enable marriage of data from outer activation to inner redemption – the right card on the right carrier –Support specialty products such as lottery cards

16. Samples of Innovation & How They Work Duo card packages Custom boxes Card on Carrier Dual mag stripe on single piece product Secure packaging How these innovations impact your project plan: –Partner approvals –Retailer acceptance –Size for merchandising –Cost –Lead times for design and innovation –Timelines for production –Testing

17. Packaging Innovation

20. Checklist for Innovation What card substrate and finishing do I prefer? How will the product activate and redeem? How does the data need to function & be placed? What size constraints exist – fixtures, magstripe readers How will the product hang or be placed in a tray? Will it fold and need glue? (Glue location & strength) What items go into the package –card, T&C, etc. Are cost or timelines a concern?