Wednesday, September 14, 2011

QR Codes in Marketing Natural Products

Now that you know how to get the technology, let’s discuss how to use it. While QR codes can be used on virtually anything, that doesn’t mean they should. Likewise, it’s important to consider what the code will link to when scanned. The user should benefit from scanning the code. For example, we recently conducted a focus group with one of our clients in the consumer packaged goods industry. The group consisted of women who were the primary buyers of food for their households. When asked about QR codes on food packaging, the majority of them said they were too busy to scan the code in the supermarket. But, they said they would scan it if it contained a coupon.

This example suggests QR codes can widen the path to purchase in the packaged foods retail environment. But space may be limited on dietary supplement packaging. An alternative might be to put the code on a shelf talker, endcap or other POS display in the store.

QR Codes in Marketing Natural Products

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