Friday, July 01, 2011

#QR codes ripen as social commerce moves from seed to store #qrcode #qrchat

Fruit and veg distributor has discovered the essence of how QR codes have sparked a new social commerce movement that combines health and safety with infotainment and 21st century business savvy.

When you talk to Vincent Dolan of, a spinout of fruit wholesaler Fyffes, it is a refreshing reminder of the world of wonder that is emerging thanks to smartphones and QR codes and how this new technology is becoming more compelling and rapidly more real in our day-to-day lives.

I didn’t ring Vincent to talk about QR codes. I rang him initially to talk about a viral video that is attracted 140,000 hits on YouTube in just one week created by and social media marketing outfit SimplyZesty that involved the creation of a giant iPhone shaped by:

· Eight boxes of aubergines
· Two boxes of watermelons
· And various quantities of raspberries, blueberries, limes, oranges, lemons, limes, kiwis, cantaloupe melons, bananas, grapes and tomatoes

Assuring me that the fruit and vegetables used in the video were about to be disposed with and that nothing was wasted, Dolan explained that social media is becoming real-game changer for Topfruit’s business, helped along by innovations in smartphone technology and increasingly present QR code apps.

Topfruit’s goods are being sold across Europe with QR codes on the packaging. Irish retailer Dunnes Stores was the first retail partner to put the packaging on their shelves.

“it’s a new concept and many admire the genius of a QR code taking the consumer to a hyperlink. Here’s an example, most people don’t buy pears because of ripeness. Our QR code on our packs of pears links them to a video of how to ripen pears. This is genius because it gives the consumer the information they need and in turn it helps us to sell the product.

“Our apple packs contain QR codes aimed at parents with a video showing 10 easy ways to get more fruit into a kids’ diet. It’s about getting web information into the heads of consumers who aren’t exactly in a place where they can sit down and surf.”

“Put simply it’s an opportunity to talk directly to the consumer and empower them to buy more.” Read More

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