Today marks a significant milestone in the history of Avery Dennison as we launch our first ‘born in the cloud’ digital venture. atma.io™ represents a reimagining of how Avery Dennison sees the future of supply chains with true end-to-end transparency of products from source to the consumer — powering new experiences and revenue models. In addition we want to play our part in ensuring that as little as possible of the world’s precious resources are wasted and help contribute to a more sustainable future.
So, with this lofty ambition how are we going to bring it to practice? Simply put, atma.io is an open platform for creating, assigning, and managing unique digital identities for every physical item in the world. It will mean that consumers can check everything from product provenance to authenticity. For example, they could access details about care and content instructions for apparel items, obtain expiry and recall information for perishable products, and enjoy unique consumer experiences based on the specific context of each product interaction. It’s empowering for consumers who increasingly want to make more informed choices about the products they enjoy. But equally it’s empowering for brands that want to demonstrate transparency to their customers, investors and regulators and launch new revenue models based on the use or re-use of their products, e.g. D2C eCommerce.
Already at launch atma.io is managing over 10 billion unique items and adds over 50 new items to the connected product cloud every second. We are delighted to name adidas as one of our first customers. The sportswear giant is in the process of ensuring every single one of the 1.2 billion products it produces every year will have a digital identity. It will mean that via its Infinite Play initiative it will buy-back products from consumers, and re-sell them again, providing them with a second life. In fact, adidas is not alone in using atma.io at launch — we have several other apparel companies in the world exploring how to use it to improve their businesses.