Dynamic Consumer Engagement
What's in it for smaller brands?
Ask yourself this question: As a brand, do we care about consumer engagement?
On-pack QR Codes provide a direct link from a product in a consumer's hand to online information about the specific product or your brand generally.
Once GS1 Digital Link 2D codes replace existing barcodes, ALL bar-coded products will be consumer-scannable by default. This process is now well underway, but will take several more years to become ubiquitous.
There are very good reasons why brand owners should not wait to be 'forced' by industry pressure to migrate to 2D codes. By dual-coding now (i.e. using a GS1 Digital Link compliant QR code alongside your current barcode), a wealth of consumer engagement opportunities arise.
Your brand's physical products are your biggest asset and their packaging offers a significant promotional opportunity.
The capability to talk to consumers directly from pack is particularly worthwhile for smaller brands because they are typically at a disadvantage, due to their limited resources, when compared to larger brands (and indeed major retailers), in knowing who their consumers are, and then entering into a dialogue with them.
Don't take our word for it...research shows that:
- Consumers scanning products results in 10 x more engagement than paid for digital ads (source: Evrythng.com whitepaper).
- 87% of consumers are interested in having their activity and behaviour monitored in order to receive access to personalised rewards or engagement (source: Bond Brand Loyalty Report)
- Digital Intimacy (data, mobile, “the internet of things”) is one of the 4 key disruptive trends in C.P.G (source The new model for consumer goods, McKinsey &Company)
Static vs Dynamic: Why you should encode your packs Dynamically
A static QR codes provides a fixed, non-editable , link to a page on the web. Once printed and placed on pack, the destination is hard-coded. If you decide you want to send consumers elsewhere, either temporarily (e,g, to highlight a current promotion) or permanently (e.g. to a new website page about that specific S.K.U.), you need to create a new QR code and re-print your packaging.
In contrast, a dynamic QR code is both programmable and traceable.
- Programmable : the end-user scanning your code can be re-directed to a different web resource either temporally or permanently.
- Traceable: you know where, when and how your product was scanned though analytics.
- Together, this means consumers scans can be directed based upon the context of where and when they are scanning. You can direct them to the nearest stockists of your product or to a foreign-language homepage if they are outside the U.K. If it's a certain time of the day (or day of the week), and wish to highlight a consumption occasion for your product that your consumer may not have considered...the possibilities are endless.
How?
Dynamic QR routing requires you to work with a third-party solution provider.
Online, 'generic' QR code generation services are fundamentally NOT compatible with GS1 2D, for reasons we are happy to explain.
Follow the link below for our guide to some of the key questions you should consider...
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