What Is Smart Packaging with QR Tracking?

What is Smart Packaging with QR Tracking? I get that question a lot, usually from brands that already have decent product packaging but want more than a nice-looking box. The short answer is that a printed package can act like a data tool, not just a container, because a QR code can connect that box to a live digital record and tell you what happens after shipment. On a 5,000-unit run in Shenzhen or Dongguan, that might mean a few cents in print adjustments and a very real change in what your team can measure.

I remember the first time a client showed me a carton and said, with total confidence, “This box is finished.” I nearly laughed, then didn’t, because they were serious. The packaging looked great. But it was doing exactly one job. I’ve seen this shift on factory floors in Ningbo, Suzhou, and Long Beach where a carton that once did one job—protect the product—suddenly had to do three or four jobs: communicate, verify, and measure. That sounds fancy, but the hardware is still simple. A QR code, a smartphone, and a decent tracking platform are enough to make branded packaging feel a lot smarter than it looks at first glance.

What Is Smart Packaging with QR Tracking? A Surprisingly Practical Idea

What is smart packaging with QR tracking, in plain English? It is packaging that communicates data. Not just a printed message, either. The package can point to a webpage, record scans, and feed useful information back to the brand. That makes it different from traditional packaging, which usually ends once the shipper hands over the carton. A standard folding carton in 350gsm C1S artboard can do that job beautifully, but it cannot tell you whether the customer in Austin scanned it at 9:06 p.m. or whether the same item was scanned twice in Miami.

Traditional retail packaging is static. Smart packaging keeps talking after the sale. A QR code on a folding carton can send a customer to unboxing instructions, while the same scan can also tell the brand that someone in Denver scanned the pack at 8:14 p.m. on a Saturday using an Android phone. That’s a modest example, but it is already more useful than most teams expect. For a brand shipping 10,000 units across California and Texas, that kind of scan data can expose regional interest before the sales report does.

Honestly, I think a lot of confusion comes from mixing up marketing QR codes with tracking QR codes. A marketing QR code usually sends people to content: a recipe, a video, a discount page. A tracking code can do that too, but it also logs activity such as scan count, time, rough location, and repeat visits. In other words, one is a doorway; the other is a doorway with a notebook beside it. If you run a launch from Atlanta to Phoenix over 14 business days, that notebook can tell you whether scans peak at lunch, after work, or on weekends.

Why do brands use what is smart packaging with QR tracking? Four reasons show up again and again in client meetings: authenticity checks, product education, recall support, and customer engagement. I’ve watched supplement brands use it to confirm product origin, cosmetics brands use it for tutorial videos, and electronics sellers use it for warranty activation. The format changes. The logic does not. In New Jersey, Chicago, and Manchester, the same system can support a recall notice for one SKU and a loyalty offer for another without reprinting the carton.

In one meeting with a mid-size beverage client, the ops team wanted traceability, while sales wanted promotions. They assumed they had to choose one. They didn’t. A single QR system supported both goals, provided the landing page was structured properly and the code placement stayed visible on the neck label. That is the part people miss: what is smart packaging with QR tracking is less about a “smart” box and more about a disciplined system. A $0.15-per-unit code on 5,000 pieces can be a bargain if it cuts 200 support emails in the first month.

“The code itself is the easy part. The hard part is deciding what happens after the scan.”

That line came from a converter I worked with in Shenzhen, and it still holds up. You can print a QR code on kraft sleeves, SBS cartons, corrugated shippers, or pressure-sensitive labels. But if the destination is slow, confusing, or generic, the whole idea feels like wasted ink. The packaging has to earn the scan. A dynamic QR printed on a 250gsm kraft sleeve in Vietnam or a 24pt SBS box in Chicago still fails if the landing page takes 11 seconds to load on a phone in Seattle.

For brands building custom printed boxes, this is especially practical because the code can be integrated into the existing package branding rather than added like an afterthought. If the design team plans the quiet zone, contrast, and CTA early, the code becomes part of the visual system. If they don’t, it looks like a sticker someone forgot to remove. I’ve had to rescue that exact problem more than once, and yes, it is as annoying as it sounds. A clean 1.25-inch code with 0.125-inch quiet space on each side performs far better than a tiny square squeezed into a corner.

For more packaging formats and customization options, I often point teams to Custom Packaging Products because the packaging structure, print finish, and size all affect QR performance more than most marketing decks admit. A 6 x 4 x 2-inch mailer and a 12 x 9 x 3-inch corrugated box do not behave the same under scanner glare, especially with gloss lamination or foil accents.

How What Is Smart Packaging with QR Tracking Actually Works

What is smart packaging with QR tracking from a technical standpoint? The workflow is simple enough to explain in five steps. First, you generate a QR code. Second, you print it on the package, label, insert, or seal. Third, you connect it to a landing page or database. Fourth, a scan is captured. Fifth, that scan becomes data the brand can review and use. On a 3,000-unit pilot, that workflow can be tested in as little as 12 to 15 business days from proof approval if the page and artwork are already locked.

The big difference is between static and dynamic QR codes. A static code points to one fixed destination. If that URL changes later, the printed package becomes outdated. A dynamic code, by contrast, can be redirected without reprinting the packaging. That matters a lot on runs of 10,000 units or more, where rework is expensive and slow. On a 20,000-unit label order in Los Angeles, a simple URL change can save an entire reprint cycle and keep freight from stalling in the warehouse.

I once sat through a packaging line review where the team had printed 25,000 custom printed boxes with a static code that linked to a temporary campaign page. The campaign ended, the URL broke, and every carton in the warehouse turned into dead inventory from a digital standpoint. The print was fine. The strategy was not. That’s why what is smart packaging with QR tracking needs both production discipline and web discipline. If the board is 400gsm and the page is temporary, the weak link is obvious once you see it.

Here’s what a good tracking setup usually records:

• Scan count — how many times the code was scanned.
• Time of scan — useful for campaign timing and support patterns.
• Approximate location — usually city or region, not an exact address.
• Device type — iPhone, Android, tablet, or desktop handoff.
• Repeat scans — whether the same item or user is being revisited.
• Post-scan behavior — purchases, registrations, downloads, or support requests.

That data becomes much more useful when QR tracking is tied to an ERP, CRM, or inventory platform. I’ve seen teams use integration with shipment tracking so that the QR code on the package confirms both physical movement and customer interaction. That is especially helpful for controlled items, limited releases, and product packaging where authenticity matters. A warehouse in Dallas can confirm the carton left at 2:40 p.m., while the scan in Orlando tells you the end customer opened it two days later.

Think of it like this: the packaging sits at the intersection of three systems—production, distribution, and customer behavior. Most teams only measure the first two. What is smart packaging with QR tracking adds a window into the third, which is often the one buyers care about most. A box made in Guangzhou and scanned in Boston tells a much richer story than a shipment log alone.

A simple example helps. A skincare brand prints a unique QR code on each carton. The customer scans it, sees ingredient details, watches a 40-second application video, and registers the product for a warranty or loyalty offer. The brand gets scan data, the customer gets useful content, and customer service gets fewer repetitive “how do I use this?” emails. That is measurable value, not just novelty. On a run of 8,000 units, even a 6% drop in repetitive support tickets can save real labor hours.

If you’re comparing platforms, ask what happens to the code after launch. Can the destination be changed? Can you export scan data? Can you segment by SKU, batch, or geography? Those details matter more than a glossy demo. If the system cannot show scans by city, week, and product line, you may only be buying a prettier URL shortener.

For manufacturing teams, I usually recommend a pilot on one SKU, one carton size, and one landing page. It keeps the variables manageable. One cosmetics customer I worked with did exactly that on 3,000 units of a single serum carton, and the results were cleaner than a company-wide launch would have been. They could see the scan rate, the drop-off point, and the best call-to-action wording within two weeks. Their proof cycle in Suzhou took 4 business days, and the pilot made the second run much easier to approve.

Key Factors That Decide Whether QR Tracking Works Well

What is smart packaging with QR tracking worth if the code won’t scan? Not much. Print quality is the first filter. Contrast needs to be strong, the quiet zone needs room around the code, and placement has to survive folds, seams, and handling. I’ve rejected proofs where the code sat too close to a flap fold by 2 millimeters. That tiny misplacement can create thousands of pointless support issues later, especially on 15,000-unit mailer runs traveling through humid ports like Houston or Charleston.

Placement matters almost as much as print quality. A code hidden under a tear strip, tucked under a sleeve, or placed where glossy varnish causes glare will underperform. You want the scan to feel obvious. If a customer has to hunt for it, the behavior drops fast. Convenience beats cleverness here. I’m saying that as someone who has watched people stare at packaging like it personally offended them. Put the code on a flat panel with at least 1/4 inch clearance from a fold and test it under 500-lumen office lighting and warehouse LEDs.

Then there’s the landing page. If the page loads slowly, is not mobile-first, or asks for too much information too early, the value disappears. I’ve watched a 12-second page load cut scan-to-click conversion in half. That’s not a theoretical issue. That’s a real customer leaving because their thumb is faster than your web team. On a campaign in Toronto, moving the page from 6.8 seconds to 1.9 seconds changed the scan completion rate more than a packaging redesign did.

Privacy and trust deserve more attention than they usually get. If you’re collecting scan data and tying it to a customer profile, disclose it clearly. Use a short privacy statement. Explain what is collected and why. I’ve been in supplier negotiations where the legal team wanted everything hidden in fine print; that’s a mistake. Transparency improves adoption, especially for health, food, and premium branded packaging. A two-line disclosure beneath the code often works better than a dense paragraph no one reads on a 5-inch screen.

Customization and visual fit are also part of the equation. Smart packaging should support the package’s overall design, not fight it. A QR code can be integrated into a color block, placed inside a label frame, or built into the back panel copy. If it looks like a bolt-on, the package loses polish. If it feels intentional, the brand looks more disciplined. On a matte 350gsm C1S artboard carton in Portland, a navy code on a white field can look premium; on dark kraft, it may need a reverse panel or a white knock-out.

Finally, compare platform compatibility and analytics depth before you print anything. What is smart packaging with QR tracking if the software can’t segment by SKU or batch? That’s where a lot of buyers get stuck. They focus on the code and forget the reporting structure underneath it. If the dashboard cannot separate scans from Chicago, London, and Sydney, it will not help a team managing region-specific promotions or compliance notices.

Here’s a simple comparison that helps teams Choose the Right setup:

Option	Best For	Typical Strength	Typical Limitation
Static QR code	Simple links and low-maintenance packaging	Very low cost, easy to print	No true scan-level flexibility after printing
Dynamic QR code	Tracking, campaign updates, and changing destinations	Editable destination and richer analytics	Software fees and setup requirements
Serialized QR code	Authentication, batch tracing, and item-level visibility	High traceability for each unit	More complex data handling and print management
QR plus platform integration	CRM, ERP, or support workflows	Best insight across operations and marketing	Needs technical planning and longer launch time

For sustainability-minded teams, another point matters: the packaging still needs to meet material and compliance goals. If you’re using FSC-certified board or working toward responsible sourcing, the QR system should fit the substrate without driving waste. Helpful references include the FSC and the ISTA testing standards for transit performance. Those aren’t marketing extras. They’re part of the real-world package decision. A carton passed at ISTA 3A in Minneapolis may still need a different code placement than one shipped flat from a plant in Mexico City.

What Is Smart Packaging with QR Tracking Used for in Custom Packaging?

What is smart packaging with QR tracking used for in custom packaging? More than most brands realize. The obvious use is product information, but that is only the beginning. I’ve seen it used for anti-counterfeiting, recalls, loyalty programs, warranty registration, reorder prompts, and post-sale education. Each one creates a different business outcome, which is why the use case needs to be chosen before the code is printed. For a run of 12,000 units in Atlanta, the right use case can mean the difference between a simple link and a measurable retention tactic.

For anti-counterfeiting, the QR code may lead to an authentication page that verifies a serial number. For recalls, it can guide customers to a batch-specific notice. For education, it can show assembly steps, ingredient sourcing, or care instructions. For marketing, it can support a promotion or a referral offer. The code is the same size. The strategy behind it is what changes. A 14mm square on a tuck-end box in Ohio can authenticate one product line and drive a subscription signup on another without changing the print method.

Different industries use smart packaging in different ways. Food brands often want freshness information, provenance, and trust. Cosmetics brands care about tutorials, ingredient explanations, and reordering. Supplements lean hard on authenticity and dosage guidance. Electronics companies use QR tracking for manuals, setup, and warranty claims. Promotional packaging often focuses on engagement and lead capture. Same tool. Different pressure points. In Dublin, Singapore, and Houston, the pain points may differ, but the scan behavior usually follows the same logic: give the customer a reason to act in under 10 seconds.

One of the most interesting client conversations I had was with a smaller candle brand. They didn’t have the budget for sensors, NFC, or anything fancy. They still wanted the box to feel premium and measurable. We used a dynamic QR on the side panel of a rigid-style mailer, and the code directed customers to a scent profile, care tips, and a reorder page. Their customer service team said the repetitive “what size is this?” calls dropped noticeably within a month. The whole pilot used 2,500 units and stayed under a modest print uplift of roughly $0.12 per box because the artwork was already being revised.

That’s the overlooked benefit of what is smart packaging with QR tracking: it helps a smaller brand look more sophisticated without requiring expensive hardware. You don’t need embedded electronics to create a smart experience. A well-planned code, a useful page, and a thoughtful package design can do a lot of heavy lifting. A 6 x 8 inch mailer in Nashville can feel more advanced than a high-tech prototype if the scan journey is clear and the content is useful.

Metrics that actually matter

Do not stop at scan counts. They are the headline number, but not the whole story. The better metrics are:

• Scan rate — scans divided by units shipped.
• Repeat scan rate — useful for loyalty or content depth.
• Conversion rate after scan — purchases, registrations, or downloads.
• Geographic distribution — helps you see where packaging is moving and being opened.
• Support deflection — fewer repetitive customer service inquiries.

Those numbers give you a more honest picture of ROI than raw impressions ever will. If a QR code gets scanned 500 times but produces zero registrations, the problem may be the offer, the landing page, or the CTA. If scan rates are modest but support calls fall by 20%, that is still valuable. The math depends on the goal. A support team in Cleveland may see the biggest gains from a 15% reduction in “where is my manual?” emails, even if the marketing team wants a larger scan count.

What is smart packaging with QR tracking in this context? It is a measurement layer attached to custom packaging. That’s the simplest way I can say it. And for many teams, that layer is enough to justify the program. A label change on 10,000 cartons may look small on paper, but if it improves repeat purchase by 3% or trims returns by 8%, the financial case becomes tangible.

Step-by-Step Process and Timeline for Launching QR-Tracked Packaging

The launch process is where projects succeed or stall. What is smart packaging with QR tracking if the roll-out is messy? Just a good idea with bad timing. The cleanest path starts with goals, not artwork. Decide whether you want support reduction, engagement, authentication, or reorders. One goal first. Two if your team is disciplined. A company in Minneapolis can waste three weeks debating copy if it has not decided whether the QR is for sales or service.

From there, pick the code type and map the scan journey. Where does the customer land? What do they see first? What action do you want next? If the answer is “a lot of things,” simplify it. I’ve seen launch plans fail because three departments wanted three different outcomes from one code. That kind of committee thinking can ruin a perfectly fine packaging plan (with impressive speed, unfortunately). If the team in Chicago wants a product video, the legal team wants a disclosure, and the sales team wants a discount, you need a hierarchy before print approval.

1. Define the goal — education, verification, promotion, or support.
2. Choose static or dynamic — dynamic usually wins for tracking and flexibility.
3. Build the destination page — mobile-first, fast, and focused.
4. Design the packaging — place the code where it scans cleanly.
5. Proof and test — scan on matte, gloss, corrugated, and label samples.
6. Launch a pilot — one SKU, one market, one KPI.
7. Review analytics — look at scan timing, device type, and conversion.

A realistic timeline depends on the amount of internal review, but a basic launch often looks like this:

• Strategy and setup: 3-5 business days
• Design and approval: 5-10 business days
• Print production: 10-18 business days depending on quantity and substrate
• Testing and QA: 2-4 business days
• Post-launch review: first data read at 7-14 days after rollout

Where do delays happen? Usually in three places: compliance review, website development, and artwork revisions. One supplement client delayed launch by nine business days because legal wanted additional disclosure language beneath the QR code. Another lost a week because the landing page was built for desktop first and then had to be rebuilt for mobile. The print schedule was not the problem. The workflow was. A plant in Xiamen can finish cartons on time and still wait for web approval if the team in New York has not finalized the URL path.

If you are planning custom printed boxes with variable data or serialized codes, build in extra time for proofing. A clean inkjet proof is not enough. You need to test actual production substrates, actual fold lines, and actual lighting conditions. I like to see scans tested in a bright office, a warehouse, and a loading bay. That usually catches the problems that sales decks miss. A proof approved in 2 days can still fail on a gloss-coated production run if the code is too close to a crease.

A pilot is smarter than a full rollout. Start with one product line. A cosmetics pouch, a folding carton, or a shipper insert is enough to prove the system. If the scan rate and support metrics look good, expand. That approach saves money and gives your team a real benchmark. It also makes what is smart packaging with QR tracking feel less abstract and more operational. On a pilot in San Diego, a brand tested 2,000 units, got a 14% scan rate, and then moved to 18,000 units only after the numbers justified it.

One quick note from a packaging plant in Guangdong: a code that scanned beautifully on the proof failed on the actual production run because the coating shifted the contrast under warehouse lighting. The fix was simple—move the code 18 millimeters and darken the ink—but only because the team tested early. That’s the kind of detail that decides whether a program works or limps. The difference between a pass and a fail can be as small as 0.2 points of ink density.

Cost and Pricing: What Smart Packaging with QR Tracking Really Adds

What is smart packaging with QR tracking going to cost? That depends on what “smart” means in your case. The QR code itself is cheap. The real cost comes from software, setup, design changes, landing page development, analytics, and any integration with ERP or CRM systems. If you are printing in Dongguan, Ohio, or Monterrey, the same code may cost almost nothing to print but still require a $300 to $2,500 setup depending on how much data you want to collect.

For simple projects, a static code may add almost nothing beyond the print design revision. For dynamic tracking, the pricing often includes a software subscription, URL management, and dashboard access. Serialized systems with item-level tracking cost more because every unit needs a unique identifier and a clean data structure behind it. A 10,000-unit serialized run may also require better file control, which is why teams often build in an extra 2 to 3 business days for prepress checks.

Here’s a practical cost breakdown for custom packaging buyers:

Cost Element	Lower-Budget Scenario	Higher-Function Scenario
Code generation	$0 to $50 setup	$100 to $500 for managed systems
Software/platform	$0 to $30/month for basic use	$50 to $500+/month for analytics and redirects
Landing page	$150 to $500 for a simple mobile page	$500 to $2,500+ for branded, segmented pages
Design revisions	$50 to $300 depending on artwork scope	$300 to $1,000+ if multiple SKUs need updates
Variable data printing	Minimal if already in workflow	Higher for unique codes across thousands of units

That table is directional, not universal. Pricing depends on quantity, substrate, finish, and vendor setup. A 5,000-unit run of folding cartons with one dynamic QR panel may cost very little more than a standard print run. Add unique serialization across 20 SKUs and the budget moves quickly. That is normal. A carton in 24pt SBS with spot UV and one dynamic code in a single placement may stay near the low end; a rigid box with serialized inserts and CRM routing can sit much higher.

For context, I’ve seen quotes where QR integration added only a few cents per unit because the artwork was already being revised. I’ve also seen projects jump by several hundred dollars in setup because the brand wanted location-level analytics, a custom landing page, and CRM integration. The code is cheap. The system is not free. One project in Philadelphia came in at about $0.15 per unit for 5,000 pieces when the code was printed during a standard retool of the artwork, which is far less painful than a separate sticker application step.

My rule of thumb is simple: if the packaging needs trackable behavior, invest in dynamic codes. If it only needs a link, keep it simple. That one decision can save a lot of budget. It also helps teams avoid buying software they don’t use. If your only goal is to send customers to a PDF, a static code on a 350gsm C1S box may be enough. If you need scan data by city and batch, dynamic is the smarter bet.

The most common financial mistake is treating what is smart packaging with QR tracking as a marketing add-on. It is better viewed as a packaging functionality decision. If it reduces support tickets, supports authentication, or increases repeat purchase rates by even a small percentage, the economics can make sense quickly. If the code exists just because someone wanted “something digital,” the ROI gets fuzzy fast. A 4% lift in repeat orders from a $750 setup is a different equation than a vanity code nobody scans.

One brand I advised in a supplier meeting spent about $0.18 per unit for 5,000 pieces to move from a static link to a tracked dynamic setup on custom packaging. Their customer support emails dropped enough over the next quarter to justify the spend. That is not always the case, but it shows how modest improvements can matter at scale. The box was printed in Vietnam, the page was built in Austin, and the analytics were reviewed in London—proof that the workflow can span three cities without becoming exotic.

Before approving the budget, ask three questions: What action do we want after the scan? What data do we need? What will we do with the insight? If the answers are clear, the cost is easier to defend. If not, the project needs more definition. A marketing team in Seattle can ask for “engagement,” but finance needs to hear “reduce support calls by 12%” or “increase repeat purchase by 5%.”

Common Mistakes, Expert Tips, and Next Steps for Smarter Packaging

The mistakes are predictable, and that is good news because they are avoidable. One of the biggest is placing the code where it gets covered by a flap, seal, sleeve, or product label. Another is sending scanners to a generic homepage. A third is collecting data without telling customers why. Every one of those errors shows up in real packaging programs, and every one of them cuts trust. I have seen all three on launch day in facilities from Rotterdam to Raleigh, and each one costs more to fix after printing than before.

I’ve also seen teams print on heavily textured kraft and assume the QR will behave like it does on a digital proof. It won’t. Matte board, coated SBS, corrugated mailers, and satin labels each behave differently under light and camera focus. That’s why test prints matter more than anyone wants them to. A code that scans on your monitor is not proof of field readiness. It’s just a pretty square on a screen. If your production sheet uses 300gsm art paper and a matte AQ coating, test it under the same LED temperature your warehouse actually uses.

Here are a few expert tips that consistently improve results:

• Use one clear call to action near the code.
• Keep the landing page mobile-first and fast.
• Add fallback text in case the scan fails.
• Test on at least three print substrates.
• Use a CTA that matches the product, not a generic prompt.

For example, “Scan for setup in 30 seconds” works better than “Learn more.” It promises something concrete. That specificity matters. In packaging design, vague words usually underperform because the customer is standing in a kitchen, warehouse, retail aisle, or loading dock with one hand full. Give them a reason to act fast. “Scan for ingredients,” “Scan for batch verification,” or “Scan for reorder in 1 minute” gives the customer a clear payoff and a clear time frame.

A phased rollout is the smartest next step. Pick one product, one use case, and one measurable goal. That may be reducing returns by 8%, improving scan rate above 12%, or cutting support emails tied to assembly by 15%. Once you know the baseline, you can judge whether the QR program is working or just generating noise. A pilot in Phoenix with 1,500 cartons is easier to analyze than a full launch across five warehouses and 14 retail partners.

My practical checklist looks like this:

1. Audit your current packaging and note where a code could fit without hurting the design.
2. Choose the highest-value use case: support, authentication, education, or promotion.
3. Map the scan path from package to page to action.
4. Request print samples on the actual substrate.
5. Set a success metric before production starts.

That’s the part many brands skip. They ask about aesthetics before they ask about outcomes. I get it; presentation matters. But what is smart packaging with QR tracking if not a business tool? The design should support the business goal, not distract from it. Good packaging can still look elegant. It just has to work harder than a normal box. A rigid mailer with a 1-inch code, a 3-line CTA, and a 0.25-inch quiet zone can still feel premium if the layout is disciplined.

I’ll say it plainly: if your current packaging cannot tell you anything after delivery, you are missing a useful layer of feedback. If it can, you gain a way to connect package branding, customer experience, and operational data in one place. That combination is why more brands are paying attention. In markets like Toronto, Melbourne, and Chicago, the brands that measure post-sale behavior tend to make faster packaging decisions the next time they revise artwork.

For teams ready to expand their packaging program, a broader review of Custom Packaging Products can help you match code placement with the right box style, insert format, and finishing method. The substrate matters. The fold pattern matters. The print method matters. Those are the levers that determine whether what is smart packaging with QR tracking becomes a useful system or a box with a square on it. A 350gsm C1S carton, a corrugated shipper, and a satin label all need different artwork rules, and the best plants in Shenzhen or New Jersey know that difference by heart.

What is smart packaging with QR tracking, then? It is a way to turn a package into a measurable customer touchpoint, a traceability asset, and a post-sale communication tool. That sounds technical, but it is actually practical. If the code scans cleanly, the page loads fast, and the data gets used, the packaging is doing more than carrying a product. It is doing work. On a 5,000-piece pilot with a 12- to 15-business-day turnaround from proof approval, that work can start paying for itself before the second production run.