{"id":17364,"date":"2025-11-10T13:18:22","date_gmt":"2025-11-10T12:18:22","guid":{"rendered":"https:\/\/www.nilorn.com\/okategoriserad\/connecting-the-physical-label-to-data-and-digital-experiences\/"},"modified":"2026-01-16T11:52:06","modified_gmt":"2026-01-16T10:52:06","slug":"connecting-the-physical-label-to-data-and-digital-experiences","status":"publish","type":"post","link":"https:\/\/www.nilorn.com\/sv\/intervju\/connecting-the-physical-label-to-data-and-digital-experiences\/","title":{"rendered":"Connecting the physical label to data and digital experiences"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.16″ da_disable_devices=”off|off|off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_image src=”https:\/\/www.nilorn.com\/wp-content\/uploads\/2025\/11\/MartinA4-scaled.jpg” title_text=”MartinA4″ align=”right” _builder_version=”4.27.4″ width=”97%” max_width_tablet=”300px” max_width_phone=”” max_width_last_edited=”on|tablet” custom_margin=”|||1vw|false|false” custom_margin_tablet=”|||0vw|false|false” custom_margin_phone=”” custom_margin_last_edited=”on|tablet” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.16″ custom_padding=”100px||||false|false” custom_padding_tablet=”0px||||false|false” custom_padding_phone=”” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_font=”–et_global_heading_font|–et_global_body_font_weight||on|||||” text_font_size=”10px” header_font=”–et_global_heading_font|–et_global_body_font_weight|||||||” header_font_size=”28px” header_4_font_size=”15px” header_5_font=”–et_global_heading_font||||||||” header_6_letter_spacing=”1px” custom_margin=”0px||||false|false” global_colors_info=”{}”]<\/p>\n

Part of a series:<\/span>
Inside the Specialist Departments<\/span><\/p>\n

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A Conversation with Nil\u00f6rn’s Business Area Manager for RIS, Martin Arvidsson.<\/span><\/p>\n

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Welcome back to <\/span><\/span>Inside the Specialist Departments<\/span><\/span><\/em>, a series that highlights the people and the expertise behind the labels. <\/span>In this feature, we take a closer look at how Nil\u00f6rn\u2019s Retail Information Service (RIS) department adapts to digital transformation \u2013 helping clients become more fit for the future by connecting physical products with digital experiences.
<\/span>
<\/span>We spoke with Martin, Business Area Manager for RIS, about his 25-year journey at Nil\u00f6rn, the evolution of digital data solutions, and how technology continues to transform the way brands communicate.<\/span><\/p>\n

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Continue reading: 4 min read<\/a><\/em><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.27.4″ custom_margin=”-30px||||false|false” da_disable_devices=”off|off|off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row column_structure=”1_3,1_3,1_3″ _builder_version=”4.27.4″ custom_margin=”-20px||||false|false” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ text_font=”HelveticaNeueLight|300|||||||” text_line_height=”1.8em” header_font=”HelveticaNeueLight|300|||||||” header_font_size=”26px” header_2_font=”–et_global_heading_font|300|||||||” header_2_font_size=”30px” header_5_font=”HelveticaNeueLight|300|||||||” header_5_font_size=”18px” text_orientation=”justify” max_width=”600px” module_alignment=”center” text_text_align=”justify” locked=”off” global_colors_info=”{}”]<\/p>\n

From System Developer to Business Area Manager<\/span><\/h2>\n

When Martin joined Nil\u00f6rn in the year 2000, it was, as he says, \u201ca bit of a coincidence.\u201d With a background in IT and systems development, and fresh from a few years in the tech field, branding and labelling were unfamiliar territory.<\/p>\n

\u201cI had little to no insight into branding, packaging and labelling,\u201d he recalls.<\/p>\n

<\/span><\/h2>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ text_font=”HelveticaNeueLight|300|||||||” text_line_height=”1.8em” text_orientation=”justify” max_width=”600px” module_alignment=”center” custom_margin_tablet=”” custom_margin_phone=”-30px||||false|false” custom_margin_last_edited=”on|phone” text_text_align=”justify” locked=”off” global_colors_info=”{}”]<\/p>\n

\u201cBut I got a good impression of the company \u2013 and there was an interesting challenge to automate variable data processing and label production.\u201d<\/p>\n

That challenge soon became a long-term journey. What began as a solo and technical role gradually evolved over the years.<\/p>\n

\u201cIn 2000 I was the only one working on variable data processing and client data integrations. Over time, as we launched our web order system, the team grew.<\/p>\n

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Eventually I became Product Manager for RIS, and later Business Area Manager when it became its own area in 2014.\u201dIt\u2019s been a little over 25 years now \u2013 though it certainly doesn\u2019t feel that long to Martin.<\/span><\/div>\n
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\u201c<\/span>What’s most rewarding is seeing how our area has developed \u2013 not just in what we deliver, but also in how we work together as a team and across teams within Nil\u00f6rn.\u201d<\/em><\/p>\n<\/blockquote>\n

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Technology and teamwork at the core<\/span><\/span><\/span><\/span><\/h1>\n

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Today, Martin leads the RIS business area with overall responsibility for Nil\u00f6rn\u2019s offer within variable data and digital labelling solutions. His days are a mix of development, collaboration, and client discussions.<\/p>\n

\u201cI make sure we have an attractive offer within RIS and that we keep improving it together as a team,\u201d he explains. \u201cI\u2019m also involved in meetings with clients as an expert in our digital solution, Nil\u00f6rn:CONNECT\u2122.\u201d<\/p>\n

For Martin, what makes the work rewarding is its mix of problem-solving and practicality. \u201cWe get to offer efficient variable data solutions for things brands often want to spend as little effort on as possible,\u201d he says, smiling. \u201cThat\u2019s where we can really add value.\u201d<\/p>\n

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Right now, one major topic is the Digital Product Passport.<\/h3>\n
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Collaborating \u2013 with shared goals and purpose<\/h3>\n

As technology, legislation and sustainability goals continue to evolve, so does Martin\u2019s team. \u201cWe keep track in different ways \u2013 both internally and through external networks,\u201d he explains. \u201cRight now, one major topic is the Digital Product Passport. The detailed requirements for textiles are still to come, and something we\u2019re following<\/span>\u00a0closely.\u201d<\/p>\n

The RIS team works across many functions within Nil\u00f6rn \u2013 from sales and production to IT, compliance and sustainability. \u201cWe act as technical sales support for the sales teams when it comes to variable data labels and digital solutions,\u201d Martin says. \u201cWe also provide our production teams with solutions for efficient processes and work closely with IT and compliance.\u201d<\/p>\n

They are also introducing AI where it can add real value. \u201cWe\u2019re implementing AI for suitable tasks, for example to improve efficiency and quality control,\u201d Martin adds. It\u2019s another step towards working smarter while keeping people and collaboration at the centre.<\/p>\n

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Exploring what\u2019s next \u2013 connecting information and experience<\/span><\/h1>\n

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Looking to the future, Martin\u2019s focus remains on developing\u00a0<\/span>Nil\u00f6rn:CONNECT\u2122\u00a0<\/span>and exploring the potential of digital labelling.<\/o:p><\/span><\/p>\n<\/div>\n

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\u201cDigital labelling is very exciting \u2013 I\u2019m sure we\u2019ve just seen the beginning of this journey,\u201d he says. \u201cIt\u2019s not only about fulfilling current or upcoming regulations, but also for brands unlocking a channel for long-term communication and value-added services for consumers and other stakeholders.”<\/span><\/em><\/span><\/p>\n<\/blockquote>\n<\/div>\n

The next step for\u00a0<\/span>Nil\u00f6rn:CONNECT\u2122\u00a0<\/span>is already on the horizon. Within the platform, a new feature is being explored to make product interaction even more direct \u2013 where consumers can \u201ctalk\u201d to their garments.<\/p>\n

\n

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The idea connects AI with product and brand information, turning static data into live conversations. It\u2019s an interesting step in bridging physical labels and digital transparency in a more intuitive way. <\/span>As Martin puts it, ”<\/span>It\u2019s about making information easy to access and genuinely useful \u2013 both for the brand and the end consumer.”<\/p>\n

This article is part of our series highlighting Nil\u00f6rn\u2019s specialist departments. Next time, we\u2019ll share more insights from across our organisation.<\/em><\/p>\n<\/div>\n

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Inside the Specialist Departments \u2013 meet Martin Arvidsson, Business Area Manager RIS.
\n\u2013\u2013\u2013\u2013<\/p>\n","protected":false},"author":6,"featured_media":17365,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[112],"tags":[],"class_list":["post-17364","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-intervju"],"_links":{"self":[{"href":"https:\/\/www.nilorn.com\/sv\/wp-json\/wp\/v2\/posts\/17364","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.nilorn.com\/sv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.nilorn.com\/sv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.nilorn.com\/sv\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.nilorn.com\/sv\/wp-json\/wp\/v2\/comments?post=17364"}],"version-history":[{"count":1,"href":"https:\/\/www.nilorn.com\/sv\/wp-json\/wp\/v2\/posts\/17364\/revisions"}],"predecessor-version":[{"id":17366,"href":"https:\/\/www.nilorn.com\/sv\/wp-json\/wp\/v2\/posts\/17364\/revisions\/17366"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.nilorn.com\/sv\/wp-json\/wp\/v2\/media\/17365"}],"wp:attachment":[{"href":"https:\/\/www.nilorn.com\/sv\/wp-json\/wp\/v2\/media?parent=17364"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.nilorn.com\/sv\/wp-json\/wp\/v2\/categories?post=17364"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.nilorn.com\/sv\/wp-json\/wp\/v2\/tags?post=17364"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}