Today, we will examine one company's innovative use of scannable QR codes and discuss how other businesses can use the labeling on their products to forge a deeper relationship with customers by providing them with easy access to information about the items they are buying.
Even before QR codes became popular, the owners of Moore Brothers Wine Company were already interested in using their labeling to offer contextual information about different wine-growing regions and specific food-pairing recommendations to their customers.
Now, with scannable codes on their labeling, the Moore Brothers are taking full advantage of the opportunity to make additional information available to consumers after they have left the store. The emphasis is on providing information that is actually useful. For instance, if an individual was out to dinner at a restaurant with a BYOB policy, they could scan the QR code on the wine bottle's label with a smartphone and have instant access to the Moore brothers' recommended matches between a particular wine and different dinner options.
"In the end, none of this 'gee-whiz-aren't-we-cool' technology is good for anything if it doesn't serve the needs or desires of our customers," said David Moore, the company's chief technology officer. "This is just another part of a long-term project geared towards bringing our in-store 'experience' to our customers when they can't be in one of our stores,"
Keeping up with modern labeling trends should be an important focus for all consumer-oriented businesses, as it is becoming increasingly clear that consumers favor products with labeling that offers contextual information about the items at the time of purchase.