IDM ¦ Technology/IT
Unlocking the
potential of QR
codes
SIG researched QR code usage around
the world
In today’s on-demand and digitalised
world, consumers are more connected
and informed than ever. They can now
access information about businesses and
their products in an instant. And as digital
consumers and connected spenders adopt
new behaviours and communication channels,
brands are having to work even harder
to reach, understand and engage them.
22 · February 2020 ¦ international-dairy.com
In this highly competitive market, connected
packaging has emerged as a unique
way for food and beverage producers to connect
with consumers. Solutions like scannable
QR codes are being utilised more and more on
consumer products – turning physical packs
into interactive tools. All so consumers can access
the information they want, while brands
can build trust and recognition.
What consumers think
With connected packaging becoming more
prevalent today, what do consumers really
think about it? How are they interacting with
digitally-enabled packaging and why? And
how can solutions like on-pack QR codes help
brands develop stronger relationships with
their audiences?
To answer these questions, SIG – a leading
systems and solutions provider for aseptic
packaging – researched QR code usage around
the world through nearly 3,000 interviews.
The company asked consumers in Brazil, Europe
and China how they use and perceive QR
codes on smartphone-enabled packaging. The
results of which reveal the true potential of
connected packaging.
China is leading the way
SIG first asked consumers how often they currently
scan QR codes. In Brazil and Europe, usage
“In a world where technology can
now be integrated into everything,
connected packaging is an incredible
opportunity for companies to
play a bigger role in consumers’
lives,” says Ayed Katrangi, SIG’s
Senior Product Manager Automation
and Digitalization. “Through
interactive functionalities and enhanced
user experiences, brands
can offer real value to consumers.”
rates were fairly similar with just 7% and
8% of consumers, respectively, scanning QR
codes several times a week. In China, however,
this figure rose to 50% – with consumers
predominately hoping to gain financial
rewards. This not only shows that QR codes
are far more established in China but also that
brands in Brazil and Europe could do more to
promote their value to consumers.
Consumers in both these markets scored
QR codes highly for being innovative, useful
and easy to use, as well as important for product
peace of mind. But many also cited a lack
of awareness as a major hurdle to scanning
more often. To reach the high engagement levels
seen in China, brands in Brazil and Europe
therefore need to provide clearer information
Ayed Katrangi, SIG’s Senior Product
Manager Automation and Digitalization
(Photo: SIG)