QR Codes on Food and Drink Packaging: is your content purposeful ...

Although we?re beginning to see QR codes popping up in more and more locations and on more and more products, recent research showed that around 90% of content accessed after scanning a QR code?was either wrong or incomplete ? and if consumers cannot trust the data they receive via the QR code, they are far less likely to buy your product and that really renders the whole QR code campaign null and void.

If you?re looking to use QR codes on packaging, make sure that you test the content and the readability of the QR code again and again before rolling out the codes across all products. Once you?re sure you?ve got the technology bit right, you can concentrate on the creative elements. Take General Mills, the American food giant, for example ? their chief marketing officer Mark Addicks is beginning to develop incredibly creative ways of using QR codes on cereal boxes, cake mix boxes and more to ?create visual surprises? for their consumers. They?re hoping to give users functional content and ?pure entertainment? simply by pointing their smartphone at the packaging.

General Mills aren?t the only food company to trial using QR codes on packaging ? Salanova, a salad company from Holland have recently unveiled a new salad product, Salafresh, which is a potted salad lettuce that enables you to grow your own salad in the kitchen. When consumers scan a code on the packaging, they?ll be directed to a mobile-friendly version of the site where they can find recipes, inspiration and other salad information and tips.

One of the most successful ways to use QR codes on all sorts of products is to mix up educational and useful material with entertaining content ? this will satisfy both younger smartphone consumers who are looking for entertainment as well as older smartphone users who are looking for educational content. An example of how well this concept works is with Ridgid shock absorbent radios that can withstand drops and other damages ? consumers were encouraged to find out how tough the radios actually were by scanning a code that would take them to two choices; either information about more products or videos showing contractors trying to destroy the radio in various ways. The videos were entertaining, but they were also educational in that they proved to consumers exactly how shock absorbent the radios were. Rigid carefully considered the consumer benefit?for scanning their Codes.

With QR Codes in food retail, although your customers will want to know calorie and nutritional information, they will also want more of an incentive to scan your QR code than just that information. In essence, think of your Codes as a form of personalised media; when someone scans they are shown content and information specifically produced for them. If you spend money on developing a mobile version of your website that?s great, but if you are looking for consumer engagement with QR Codes then think carefully about what the benefit is for the customer. Once you?ve solved that you might just see your QR code campaign?skyrocket.

Source: http://www.squarecode.biz/2012/03/qr-codes-on-food-and-drink-packaging-is-your-content-purposeful/

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