Technology/IT ¦ IDM
Consumers score QR codes highly for
being innovative, useful and easy to
use, as well as important for product
peace of mind. (Photo: SIG)
February 2020 ¦ international-dairy.com · 23
on what consumers actually stand to gain with
connected packaging.
Trust and transparency rule
By using fraud-proof printing technologies, QR
codes offer a viable way to increase product
trust and transparency. In Brazil and Europe, SIG
found consumers are particularly interested in
production and expiry dates, as they want to
learn about a product’s journey and quality. In
China, meanwhile, confirmation of product authenticity
is key with 94% of consumers believing
this is essential for product peace of mind.
In all surveyed markets, it’s clear that
unique and fraud-proof QR codes have the
potential to ensure more product transparency,
peace of mind and ultimately engagement.
In Brazil (98%) and Europe (73%), consumers
are ready to scan QR codes more for brands
offering transparent information, while 78%
and 39%, respectively, would scan QR codes
regularly to communicate directly with their
brands of choice.
“Connected packaging enables the collection
of real-time data throughout the product
journey – from sourcing, processing, filling,
quality checks and logistics, right up to the supermarket
shelf,” says SIG’s Katrangi. “All this
data can be linked to each individual package,
so relevant and transparent information is always
available to consumers.”
Scanning for the right reasons
For brands using QR codes on packaging,
knowing the right consumer incentives is
crucial. In all surveyed markets, instant free
gifts – closely followed by cash back – is seen
as the most important trigger to scan a QR
code. In addition, in Brazil and Europe, a high
percentage of consumers are in agreement
that promotions make a brand more attractive
when shopping and are ready to scan QR
codes more frequently to receive rewards.
In China, scanning QR codes for financial
gain is already a well-established practice. In
fact, 65% of consumers here think it’s the
most important reason to scan – placing
financial rewards far above peace of mind,
shopping assistance, information or entertainment.
As China shows, gifts are key to
the heart of consumers, meaning brands
that offer QR gifts, cash-back offers and
shopping coupons via QR codes will clearly
stand out.
Entertainment equals
engagement
With QR codes, consumers can access a
wealth of interactive content with their
smartphones such as videos, songs, games
and quizzes. All of which can make a brand
and its products seem more attractive. In
Brazil and Europe, video content, including
TV shows, movies and animations, is seen as
the most appealing entertainment form for
56% and 40% of consumers respectively.
In China, however, consumers are
more interested in accessing online gaming
with 59% of consumers rating this as
their preferred entertainment. In addition,
59% of consumers also want to broadcast
their product interactions on social media,
highlighting how consumers are looking
to share and discuss brand experiences.
What’s clear for all markets is that on-pack
entertainment is a proven gateway for consumer
engagement.
Enhanced shopping
experiences
In addition to entertainment, QR codes can
also facilitate more convenient shopping
experiences. This includes everything from
knowing where to repurchase products
and getting the latest in-store promotions
to having direct contact with customer service
and being able to re-order products
quickly online.
In Brazil (72%) and Europe (41%), consumers
want to know the physical locations
where they can purchase the relevant product.
And in Brazil, 75% are ready to scan
QR codes regularly to access online shopping
assistance. In China, consumers are
In a highly competitive market, connected packaging
has emerged as a unique way for food
and beverage producers like Languiru in Brazil
to connect with consumers. Solutions like scannable
QR codes are being utilised more and
more on consumer products – turning physical
packs into interactive tools. (Photo: SIG)