The argument that "less is more" is well-documented for the packaging industry. The minimalism trend continues to gain traction as brands look to streamline their designs. Reducing distractions allows customers to focus on what matters most: product information.
Smart packaging like quick response or QR codes supports this trend, as this technology does not restrict what brands share with customers. A small, single code leads consumers to a content gateway that a package can't hold, including additional product details, instructions for use, sustainability plans, reviews, and interactive experiences.
By providing a wealth of information, QR codes act as sales assistants, facilitating informed purchasing decisions and enhancing the overall customer experience.
Sharing product information via QR code is unlimited. Print the QR code on the package, maybe you only need these seven reasons:
1. Product reviews
Most consumers need to read reviews before they decide to buy a product. Nine out of 10 consumers say they consider reviews when making a purchase decision. Instead of wasting time searching for reviews online, consumers can scan QR codes to browse existing reviews or post opinions on products.
Both positive and negative reviews have the same value. Positive product reviews convince customers to make the right purchase decision, while negative reviews identify consumer issues with the product and help the brand make necessary improvements. So that consumers trust the product more.
2. Demonstration video
QR codes can direct shoppers to how-to videos on a brand's website or YouTube channel. These engaging video tutorials provide an interactive way for shoppers to see the product in action and fully understand what it does and how to use it properly.
For consumers who are unfamiliar with new products or devices, how-to videos provide valuable education at the point of sale. Brands can demonstrate proper assembly, walk users through different features, explain best practices, and provide troubleshooting guidance. Videos not only make customers feel empowered to purchase unfamiliar products, but they also reduce returns and dissatisfaction by setting clear expectations.
3. Sustainable development information
Today's consumers are more environmentally conscious than ever before, with 70 percent of U.S. consumers saying they would change their shopping habits if they found a store or brand operating in an unsustainable way.
QR codes can share a brand's sustainability story and connect with environmentally conscious buyers. For example, a brand that sells products made from recycled materials could explain its mission to provide high-quality, waste-free products that help the planet.
4. Authenticity of the product
QR codes can verify the authenticity of a product by tracking its progress from origin (e.g. farm) to storage. Consumers scan a QR code on a product's packaging and are directed to a landing page containing the product's origin and ingredients. This transparency builds a brand's credibility.
5. Interactive product experience
QR codes, combined with augmented reality (AR), are changing the way consumers interact with smart packaging, blurring the lines between the physical and digital worlds to create immersive, engaging experiences.
6. Social media
QR codes can drive social media traffic. Attracting more visitors increases the likelihood that your brand page will get more likes, shares, followers, and subscribers. Brands can list their social media accounts on a single landing page. Customers can then select the content they want before being redirected to their final destination. Social media accounts can contain additional product information and even product discounts.
7. Retarget
Qr code redirection can help brands attract potential customers who have scanned a QR code but have not yet converted. A consumer may scan a dynamic QR code on a product's packaging in-store, but ultimately decide not to buy the product. However, cookies are placed in the customer's browser during visits to the brand's website. This behavior lets retargeting platforms like Google and Facebook know that this particular consumer is interested in a particular piece of content on a brand's website. Later, when consumers browse on Google or Facebook, brands can retarget them with specific ads in the AD space, increasing the likelihood of conversion.
Best practices for using QR codes on product packaging:
1. Add a personalized QR code
Avoid boring black and white QR codes and personalize them with brand colors and logos. Not only are they more attractive, but the high-contrast colors also make QR codes easier to scan.
2. Make sure the code is scannable
Be sure to test the QR code before printing on the package to avoid expensive reprinting. If the QR code is too small or too vague, shoppers won't be able to scan it.
3. Include a High-profile Call to Action (CTA)
QR codes need to be personalized to enhance their appeal, developing a compelling code that gives customers a reason to scan.
4. Focus on location
Think of QR codes as the CTA buttons of your website and place them on the front half of the package.
5. Avoid using multiple QR codes on one product package
Don't bombard customers with multiple QR codes. For example, don't create separate codes for product reviews, action videos, and sustainability information. Instead, deploy a QR code on the login page to enable multiple experiences.
Brands must make detailed information readily available to customers, as 87 percent of people use their smartphones to search for products in-store at least sometimes. Qr codes have become a strategic solution, providing endless information in a small space with a simple scan.
By adopting QR technology, brands cater to the research-oriented habits of modern consumers, enhance the in-store experience, provide a seamless, informative journey that empowers customers and strengthens the brand's relationship with consumers.
