Smart QR Codes on CPG Packaging: Establishing Trust With Consumers
Today’s consumers are plagued by decision fatigue.
They can choose from countless brands, both in stores and online. Having so many options can be overwhelming, especially since consumers are also trying to navigate issues like environmental sustainability and the health and safety concerns brought to light by the COVID-19 pandemic.
More than ever, consumers are looking for brands they can trust.
With this growing need in mind, wouldn’t it be great if packaging could talk? If it could simply reassure the consumer of all the reasons why the product it contains is a good choice?
Actually, packaging CAN talk for itself… if it has a Smart QR Code, that is.
Smart QR Codes - The Talking Packages
QR codes have been around since the early 1990s. Similar to barcodes, they were intended to store information on a series of scannable pixels.
However, it wasn’t until smart QR codes came around, that brands had the game-changing ability to change or update the online content connected to their QR codes, even after those QR codes were printed.
Now, with a simple scan from their smartphone, consumers can:
Find out more about a brand’s story
Authenticate their products
Read additional safety information
Learn about the brand’s sustainability efforts or how to properly recycle their products
Be educated on potential health benefits
Watch helpful how-to-guides
Download discounts
Engage in a brand’s community groups and social media pages
This new technology has allowed brands to talk directly to their consumers through their product’s packaging, thereby building trust between brand and consumer.
Examples of QR Code Campaigns That Built Trust
Here are a few examples of successful QR Code campaigns.
Nestle introduced QR codes to all of their Kit Kat products’ packaging, which, upon being scanned by a smartphone, revealed how the product was produced, all of the nutritional facts, and how it could fit into a balanced diet.
Coca-Cola utilized a QR Code several years back to provide something that seemed unlikely with a multibillion dollar mega company: community. Consumers scanned their QR Codes and were immediately connected to the brand’s online community, which was called SmileWorld.
Frisco used their QR Codes to accomplish 2 things:
FrieslandCampina, the owners of Frisco, could track their product’s movement at every stage of the supply chain.
Consumer’s could then scan their Frisco can’s QR code, and learn about their products' grass-to-glass journey.
Happy CBD Store implemented smart QR codes on their labels that upon scanning, took the consumer to the most recent third-party lab testing of their specific product and batch.
Each of these brands successfully cultivates trust through the use of Smart QR codes.
An additional thought: consumers’ focus on environmental sustainability is on the rise. In fact, The 2021 Global Buying Green Report displayed a staggering 67% of consumers expressing concern over whether or not their product’s packaging was recyclable. As a result, brands should be telling their consumers about their product’s sustainability portfolio, as well as how they can best recycle the packaging itself. (Does it need to have the label removed? Does it need to be rinsed out first? What recycling facilities should they take it to for best recyclability?)
This can be a lot of information to fit on a label, but add a Smart QR code, and consumers gain access to whatever information your team wishes to provide. Space is no longer a concern.
The Future of Packaging… Are Your Products Ready?
More brands have begun integrating smart QR codes. This means more packaging is coming to life and speaking to consumers as they shop. If your product is not using this new technology, you risk being silent in a sea of packaging chatter.
Our Tango team can help yours to utilize Smart QR codes to strategically communicate with your consumers, build trust, and boost your brand:
Step 1. Schedule a complimentary packaging consultation with one of our packaging experts. We will walk you through the practical steps of including a Smart QR code on your packaging.
Step 2. We’ll send you complimentary samples to test.
Step 3. We’ll provide you with a quote.
Simply fill out our contact form, email us at info@tangopackaging.com, or call (844) 33-TANGO [82646].