POS is arguably more important than ever as shoppers are faced with an ever-growing array of purchasing options. One of his most successful technologies in the foodservice industry since the pandemic, QR codes can be leveraged in retail stores to provide shoppers with more information and incentives, according to a digital promotions provider. … apparently …
Henri Lelloche, Vice President of Retail and Partnerships, Salt Lake City, Utah quotient, said it was the right time to seize the opportunity and make the shopping experience easier for consumers and more insightful for retailers and CPGs. “In 2015, you had to download an app and people didn’t know what a QR code was. situation and easy for shoppers,” Lelloche told Progressive Grocer.
[Read more: “Grocers Are Streamlining Ops With IoT”]
QR codes not only link consumers to information about products, brands, and stores, they can offer consumers instant savings. “As printed coupons run out, it really becomes a necessity to have something on the shelf that helps grab the shopper’s attention,” he noted.
Quotient has partnered with Vestcom, a provider of data-integrated media solutions, to help retailers put QR codes on shelves in a fast and scalable manner. Interest in coupons is particularly high, Lelouch said, given the high inflation environment and consumer concerns over the possibility of a recession. “We expect increased promotional activity,” he said of the 2023 climate.
Consumers in some demographics are more familiar with QR codes than they were a few years ago, but grocers and brands are using digital offers to engage with younger consumers compared to printed coupons. Engagement can be increased. “If you ask a group of young people, not many people say they use coupons, but if you ask how many people have loyalty cards, basically everyone raises their hand. he declared.
Lelouch highlighted opportunities in the overall space. “Only about 18% to 20% of our loyalty members are digitally active using coupons. This is a number that we as an industry need to do something to drive adoption,” he said. “That’s why I’m so passionate about QR codes,” he added.
To demonstrate the potential of this digital solution, Quotient has undertaken usage and outcome measurements. “The question being asked is how many people are snapping the QR code, how many are redeeming the offer and what does the sales look like,” he reported. A comprehensive answer will come in due time, he added, as the shift to digital coupons via e-commerce is a true behavioral change for shoppers.
For now, he noted, this form of advertising can be viewed as an investment rather than a cost, especially as consumers seek to get more value out of their purchases. I think we need a call to action to make it sexual, we can create actions with QR codes that are more than just information,” Lelouch said.
It’s worth it in the long run too. “QR codes are richer in data and much more flexible. Depending on what the advertiser wants to do, they can add recipe and wine pairing suggestions, for example,” he said. In addition, retailers can leverage geofencing to track audiences and promote highly personalized offers and services tailored to shoppers across stores.
Another aspect of QR code flexibility is placement. Codes can be used for digital signage, tags and even traditional circulars. “They are very forgiving,” Lelouch asserted.