In a world where consumers increasingly value sustainability, honesty, and user experience, brands are looking for new ways to connect – and keep those connections strong. Digital Product Passports (DPPs) are no longer just technical tools for EU compliance – they are becoming a bridge between products and people, and a powerful marketing tool.
In this blog by NOS, we reveal how DPPs can help your brand become more transparent, more connected, and more competitive in the long run.
Traditionally, the interaction between a brand and a customer ends after the purchase. DPPs enable that relationship to continue. By scanning the QR code on a product, the customer gains access to information about its origin, composition, care instructions, and even personalized content directly from the brand.
This approach transforms passive products into active communication channels.
Through DPPs, brands can offer:
Personalized fashion tips and product recommendations
Guides for product care and extending product life
Exclusive content (videos, styling suggestions, digital certificates)
Direct communication and updates on new collections or promotions
This type of post-purchase engagement strengthens the customer’s sense of connection and trust in the brand.
Consumers want to know what they’re buying – who made the product, under what conditions, with which materials, and what its environmental impact is. DPPs provide exactly that: the story behind the product told through data, visuals, and even video.
It’s not just information – it’s branded storytelling that builds emotional connection.
DPPs can be linked to existing CRM and loyalty systems. This allows a customer who purchases a product with a digital passport to automatically:
Earn loyalty points
Get exclusive access to VIP perks
Join “green” challenges like recycling or product take-back initiatives
These kinds of initiatives encourage repeat purchases and long-term loyalty.
Brands that introduce digital product passports open the door to resale, repair, and reuse options. Consumers can:
Verify product authenticity on second-hand marketplaces
Find brand-certified repair services
Participate in trade-in or return programs
DPPs don’t just offer transparency – they actively support product life extension and sustainability goals.
Digital Product Passports also enable brands to collect data on which information users access, when they scan the product, and what they’re most interested in. These insights help with:
Better customer segmentation
Smarter marketing campaigns
Product improvements
Unlike traditional marketing, this is based on real-time, product-level usage data.
Digital Product Passports are no longer just a regulatory requirement. They’re becoming an extension of the brand and a gateway to a new generation of consumers – those who seek more transparency, deeper connection, and sustainable choices.
If you want to learn how to integrate DPP into your business and use it as a tool to strengthen customer relationships, feel free to reach out – we’d be happy to help.
Write to us at info@nos.hr and let’s move together toward a smarter and more sustainable retail experience.
