The Australian consumer packaged goods (CPG) industry is not fully unlocking the potential of QR codes, despite the onset of Covid-19 further driving its use due to the need for contactless transactions and interaction, according to GlobalData.
Of all Australian respondents in GlobalData’s Q3 2021 consumer survey, 48 per cent said they actively scanned QR codes on packaging for more information on various CPG products, ranging from food to household cleaning products.
However, only 43 per cent of Australians are actively scanning QR codes for food and beverages, indicating that there is plenty of room for growth in this sector.
According to Bobby Verghese, consumer analyst at GlobalData, QR codes are transforming the conventional packaging labels into interactive canvases for CPG companies in the APAC region.
“It does this by delivering a wide range of online content, including information about the provenance of ingredients, manufacturing processes, and transportation of finished goods,” explained Verghese.
“This can help food and beverage manufacturers in instilling more transparency and authenticity across their supply chain.”
For instance, Australia-based wine producer Brown Brothers recently launched a virtual gifting campaign using QR code technology delivered by Cellr. The winemaker introduced gift bottles of its Presecco Rose wine with an interactive QR code printed on the label.
Buyers can scan the QR code with their smartphones to access a dedicated website where they can upload a personalised virtual picture, video or text message for the gift recipient. The recipient can then unlock the recorded message by scanning the QR code too.
“As consumers cocooned at home during lockdowns and quarantine, they began spending more time online on smartphones and other connected devices,” Verghese said.
“This is corroborated by GlobalData’s Q4 2021 consumer survey, wherein 52 per cent of Australian respondents said that they continued to spend time online in general, while 30 per cent were doing this more frequently, and six per cent started doing this.
“Subsequently, consumers grew familiar with the use of various smartphone applications, including QR code scanners, and have begun to use QR codes to access more product information, digital wallets, restaurant menus, maps, online shopping sites, and digital entertainment content.
“The technology can aid CPG brands in engaging digitally-savvy consumers and elevating the overall consumption experience, and the Brown Brothers’ personalised gifting campaign is a prime example of how the technology can be used creatively for driving sales.”
