The trend of using QR (Quick Response) codes when communicating with consumers is growing bigger. According to the research company Datamonitor, an explosion in the usage of QR codes are expected to appear over the next couple of years. In Japan, where the codes have been used for many years, it is now rare to find a product, poster, billboard, magazine or newspaper without a QR code. Dairy and beverage producers are using QR codes to provide updated and real value information in a new and innovative way to target consumers. The codes make it possible to communicate to the customer, without increasing packaging size or label space.
So, how does it work?
It is simple really. The QR code is a two-dimensional barcode. When scanned by a smartphone and its code reader application the consumer is directed to a mobile website or a social media platform. Through the website the consumer can interact with the brand in many different ways. For example find recipes, participate in competitions, watch videos, find more information about the product, get a promotion or join a reward program or link it to an Augmented Reality (AR) application (see example below).
Engage in a new way
The QR code allows consumers to access information at any time anywhere and makes it possible for the brand owner to have direct contact with consumers. The information linked to the QR code can engage in a new way at the point of the decision. It is also a way of building brand awareness.
The progressive German dairy company Hemme Milch is first on the European market to use the new technology for consumer communication on the Ecolean package. The QR code on the package will take you to a video explaining the philosophy of Hemme Milch. - It is very important for small and medium-sized enterprises to associate with this technology. Hemme Milch offers interested consumers the chance to generate information anywhere. This additional source of information gives even more transparency and should encourage a younger target group to buy fresh milk, says Marketing Director Barbara Mysegades. The packages with QR code will be on the market in April 2012.
QR codes in virtual shopping
Watch the video to see an innovative way of how QR codes can be used to engage the consumer. Tesco uses QR codes for virtual shopping in South Korea.
Next mega trend - AR
In our next newsletter we will tell you more about the even faster growing trend Augmented Reality (AR) and how you can apply this to your package communication. Until then, get inspired by the Norwegian Dairy company Tine here and learn how they have used the application in their communication.