In the age of smart – phones, QR codes were a logical invention to aid in the communication of information. They can be found on fliers, products, labels, and more.
Originally developed for cars by the Japanese, QR codes are barcodes that have the capacity to store much more information than a standard barcode. Since their introduction they have evolved to largely be used for mobile phones. People can download apps to read the QR codes, which can transmit a variety of information. QR codes can be used for events, where placement on a flyer can allow viewers to scan the code and be taken automatically to the registration site. Others will use them to help further increase a brand’s conversion rate by taking a user to a company website where they can learn more about the brand and help to increase loyalty. It is with this use in mind that using QR codes on wine bottles can be beneficial.
Often when people try a new wine they like to learn a bit more about the brand and where the wine comes from. Some companies choose to put a brand story on the bottle about their vineyards, but others could make good use out of a QR code. The site that the code brings you to could detail the history behind the vineyard, the bottling process, and perhaps the family depending on what is applicable to the vineyard. They could make use of pictures showing the grapes and various stages of the wine making process to help make the customer feel more connected to the company. Establishing a connection between company and client is essential to building brand loyalty. Wine connoisseurs may also appreciate the codes supplying them with specific information about the harvest year and aging process. It helps users know what to expect from a bottle and select the one they like the most.
Wine manufacturers can also use the URLs linked to QR codes to create sites to benefit users such as party planning suggestions, cheese pairing suggestions, or even recipes. This added benefit can allow users to enjoy using the site even outside of accessing it through the QR code and drive interest to the brand. It can be an excellent advertising tool.
Wine makers can also use QR codes to create coupons or advertisements for buyers. For example, users can scan a QR code and sign up for a mailing list in exchange for a discount coupon that they can use right on the spot. Readily available coupons that users did not walk into the store with are enticing to buyers, especially those that do not walk into the store already knowing what brand they wanted to buy.
The QR codes will also be helpful to the companies because they can be used to track usage and customer interest. Different variations of the code can be placed on different wine bottles by the same brand, so they can be used to see which styles are the most popular. They can also be used to study changes in prices, bottle style, label designs and similar features to see how they affect customer interest. Unlike tracking only sales, QR codes can help to track interest, see how frequently the bottle is picked up and more information sought. In a scenario such as a high rate of interest but low buying, companies know that something needs to be addressed and corrected.
QR codes have been shown in a variety of platforms to be great tools for both customers and manufacturers. They are helpful in conveying information to clients that might not fit on a regular label, adding people to registration lists or mailing lists, and tracking customer attention. They are great tools for helping customers become more engaged with their brands, communicate their interests and what attracts their attention, and for companies to adjust to client desires.