Decide Which On-Pack Technology Will Provide Shoppers Access to Your SmartLabel Information
Currently there are two on-pack scanning technologies being used to provide access to SmartLabel landing pages, a Quick Response (QR) code is the preferred method, but some brands are also using a Universal Product Code (UPC) bar code.
QR codes have been identified as the primary scan technology for SmartLabel to deliver consumers to a landing page. QR code usage is a highly popular method in China and Asia. Within the U.S. QR code usage is growing, according to Nielsen, QR code usage has jumped to 56 percent between 2013 and 2016 with 25 million scans. According to U.S. Grocery Shopper Trends 2017, over half of shoppers report they are at least “somewhat likely” to scan a QR code or other type of label. Although with the acceleration of new technologies like “digital watermarking,” QR codes will eventually be one of a number of options. As with the evolution of technology, so do the criminals that use it to scam consumers. When talking to QR providers, ask if they offer indemnification against fraud.
For the brand owners utilizing the UPC bar code, the motivation is primarily to allow shoppers to engage more quickly, while addressing design and pre-press in a normal course of business with other updates. However, the QR code allows the inclusion of the SmartLabel logo and direction to “scan here for more information,” offering consumers directions and association with SmartLabel.