The onset of COVID-19 has revived using fast response (QR) codes within the Asia-Pacific (APAC) shopper packaged items (CPG) business. Even because the pandemic drove the in depth use of QR codes by the private and non-private institutions as a result of want for contactless transactions and interplay, the complete potential of the expertise is but to be unlocked, finds GlobalData, a number one knowledge and analytics firm.
Bobby Verghese, Shopper Analyst at GlobalData, says: “QR codes are remodeling the traditional packaging labels into interactive canvases for CPG corporations within the APAC to ship a variety of on-line content material, together with details about the provenance of substances, manufacturing processes, and transportation of completed items. This can assist meals and beverage producers in instilling extra transparency and authenticity throughout their provide chain.”
As an example, Australia-based wine producer Brown Brothers launched a digital gifting marketing campaign utilizing QR code expertise delivered by Cellr. The winemaker launched reward bottles of its Prosecco Rose wine with an interactive QR code printed on the label.
The Prosecco Rose bottles can be found in a selection of 5 distinctive labels Bestie, Occasion, Friyay, Thanks, Love and Brunch to go well with the reward recipient. Patrons can scan the QR code with their smartphones to entry a devoted web site the place they will add a customized digital image, video, or textual content message for the reward recipient. The wine bottle recipient can unlock the recorded message by scanning the QR code with their smartphone.
Verghese explains: “As shoppers cocooned at dwelling through the COVID-19 lockdowns and quarantine, they started spending extra time on-line on smartphones and different linked units. That is corroborated by GlobalData’s This autumn 2021 shopper survey, whereby 52% of Australian respondents stated that they continued to spend time on-line on the whole, whereas 30% had been doing this extra incessantly, and 6% began doing this*. Subsequently, shoppers grew accustomed to using numerous smartphone purposes together with QR code scanners.”
Subsequently, these shoppers have begun to make use of QR codes to entry extra product data, digital wallets, restaurant menus, maps, on-line purchasing websites, and digital entertainment content material.
Verghese provides: “Unsurprisingly, 48% of Australian respondents in GlobalData’s Q3 2021 shopper survey stated they actively scanned QR codes on packaging for extra data for numerous CPG merchandise starting from meals to family cleansing merchandise**. Nonetheless, solely 43% of Australians are actively scanning QR codes for meals and drinks**, indicating that there’s ample room for progress the expertise within the sector.”
Verghese concludes: “The expertise can help CPG manufacturers in participating digitally-savvy shoppers and elevating the general consumption expertise. The Brown Brothers’ personalised gifting marketing campaign is a first-rate instance of how the expertise can be utilized creatively for driving gross sales.”
*Information taken from GlobalData This autumn 2021 Shopper Survey – Australia, with 508 respondents, revealed in December 2021
**Information taken from GlobalData Q3 2021 Shopper Survey – Australia, with 569 respondents, revealed in September 2021