Creativity is not innovation and vice versa. Creativity, according to KeyDecisions.com, is recognized as fresh ideas and innovations related to the implementation of creative breakthroughs. The idea is that being creative has no basic risk (in most endeavors) and innovations have measurable risks; innovation is about being better and smarter. Perhaps the wine industry can look to creativity for innovative ideas.
Near Field Communications (NFC) and QR codes should offer the wine industry an innovative way to communicate with consumers and not just them. Take the opportunity to improve loyalty, knowledge, affinity with the winery organization and deliver outstanding data about your wines. Using a small QR code on labels and packaging, a message can be sent to a consumer’s smartphone instantly. These technologies have been around for decades, but continue to evolve with innovative applications.
There is always a need to update marketing approaches to deliver relevant product messages. Direct-to-consumer messaging using these technologies enables personalized messages in a timely, relevant, and cost-effective format. Another benefit is that these tools allow wineries to gain valuable demographic and marketing information at minimal additional cost.
NFC and QR codes allow the wine, beer and spirits industries to be innovative in getting their story to the consumer. For example, perhaps the audio, messages, and videos on a website would send a memorable message.
In a recent article by Sarah Grayhill, “Experts note shoppers are looking for tasty deals across all spirits categories, signaling growth. Premium-priced wine will take advantage of alternative packaging opportunities, with more varieties available unbottled.” And finally, brands can benefit from implementing digital shopping options…” If consumers want to see and understand “tasty deals,” then it stands to reason that that message, whether new or current, needs to be conveyed in innovative ways. .
What Grayhill says, the fields are full of opportunities for new approaches in the innovative sale of new and established products within the spirits industry.
Rob McMillan, Executive Vice President of Silicon Valley Bank, says, “The key to future success for US wineries will be cracking the millennial code to understand changing consumer profiles. Today, there are winners and “Losers in the wine trade. Winners are those with strong management teams that are willing to evolve their sales and marketing strategies, quickly execute a plan, and then assess success or failure to continually improve.” The final sentence points to all the capabilities of this technology.
These formats are a creative, innovative, specific and concise method of delivering a winery’s message to customers at the point where they want information. An additional benefit to the delivery of information to the consumer is the limitations for labeling that are resolved. With 257 million smartphone users in the US, it can be assumed that NFC and QR code capabilities are ubiquitous.
An NFC or QR code is a way to expand timely product information that is instantly delivered to the consumer in an engaging way: audio, video, text message and website. Even the message can be instantly updated by a hold. These can be highly targeted to specific markets and demographics. Lastly, the message can be friendlier than a label.
The use of these programs is not just about getting information to consumers. There is a vast amount of marketing information available to the wine marketer once an NFC or QR code is implemented. The backend of this technology offers a wealth of information through data recovery applications.
Face-to-face selling is probably the most effective because it’s hard to beat the atmosphere of a tasting room for selling wine. But Near Field or box code technologies might be the next best thing. This is a great opportunity to overcome objections and close the sale.
NFC and the QR Code allow the wine industry to get in front of the consumer when the consumer wants information. These two technologies can deliver almost any brand message in almost any format instantly, to the consumer, and on demand by consumers. What other vehicle can deliver a request for more information directly to the consumer at minimal cost?
Today, the consumer can shop for groceries from a smartphone and receive a list of product ingredients, nutritional information, price comparisons, and recipes in seconds, using NFC and QR codes. Some in the beer industry have been using QR codes and NFC tags to talk to the consumer using vehicles as coasters in the brewery. Virtually all smartphones have the ability to access this technology today.
The cost of experimenting with these technologies can be very affordable. Anyone can connect and create their own QR code. Because NFC involves a “tag” and the programming of the tag, there are some limitations to experimentation.
Sneh Choudhary VP-Beaconstac Technologies has a lot of experience in planning and launching NFC and QR Code. She says, “since NFC and QR codes serve the same purpose, start with QR codes given the level of awareness among customers.” NFC tags require the involvement of a third party in advance. “No matter the starting point, both approaches can generate the same results for comprehensive solutions”
A quick list of some frequently asked questions might start some innovative thinking:
Can content viewed on a website be immediately sent to a smartphone? Yes, a product image, description, and information about the winery/winemaker/pairing suggestions can be instantly available. These are some of the benefits of using a QR code and NFC tags on products.
How can a winery track metrics like views, conversions, or even geographic locations?
A fully integrated program can be seamlessly implemented with Google Analytics. Using GPS data, a winery could understand where an NFC/QR code was scanned. With a comprehensive integration effort, multiple warehouse campaigns can indicate which campaigns and products are selling.
Would it be possible to encourage a visitor through a QR code or NFC tag to subscribe to a winery newsletter?
Yes. For example, today when you check road conditions on your smartphone, you are using an API and that is the exact method used to facilitate customer interaction with a winery.
How much will this initial effort cost?
This topic is like someone walking into a wine cellar and asking how much a bottle of wine costs. In the case of implementing a QR or NFC code, here are some guidelines:
-
For an NFC release, you can expect to spend $49 per month plus the cost of NFC tags to be placed somewhere on the bottle. In addition, there is an initial integration cost. Labels can cost $0.25 each or more.
-
If you use QR codes, a program can be launched for $15 per month. There may be some integration fees, depending on your back-end requirements. Integration costs are a function of how detailed the information a warehouse needs.
-
With help, a program using either format can be up and running in 30 minutes or less.
-
Choosing a platform will automatically address server configuration and maintenance needs. Most back-end costs can be controlled for a startup.
Capabilities to consider the use of NFC or QR codes.
-
NFC tags or QR codes for marketing can deliver a URL that can contain any type of content: video, audio, contact card, or just about anything on a website. Either format can save a message to a smartphone, call a number, send a predefined message or text, recipes, or wine pairing information.
What is the durability of the NFC and QR Code formats?
-
Both are highly reliable in relation to reading. Even with printed QR codes, reliable code reading is good even at 50% resolution. QR codes have been printed on pressed paper fiber coasters with 100% reliable readings of the printed code.
-
Some think that QR codes do not complement the label. However, new QR code developments can make the QR code image color compatible, less intrusive, and will draw consumers’ attention to the technology.
If a campaign is launched with QR codes, can that format accommodate timely changes like NFC?
-
QR codes can be dynamic, allowing rapid changes in what the consumer sees. This allows for on-demand changes to accommodate new campaigns. Today, dynamic API programming and design can allow for product changes to things like text/image, pricing, inventory availability, etc.
Both approaches are inexpensive and can deliver a large number of formatted messages to the consumer. Even the big QR code box seen in the past is now giving way to creative designs and it can be very small.
Explore the options and innovate using the creativity that already exists in the market!
Health!