French food company Danone, also one of the largest food conglomerates in the world, sells yoghurt in Spain. Danone has a loyalty program open to their customers in Spain and they want to make it easier!
Instead of having to have the customer input, everything to have their purchase recorded, all they have to do is to scan a QR code. An additional benefit to
Take note that this is not that easy to implement. The company’s loyalty program has more than 2 million users in Spain, that is a testament to both Danone’s popularity and the number of yoghurts they sell.
The unique QR codes on each yoghurt they sell translate to 60 million unique codes in a single month. That is close to 1,400 QR codes in just a minute.
The project is currently the biggest one involving unique QR codes and the company is not cutting the corners when it comes to costs, earmarking more than $1 million to fund it.
This is not the first time that Danone is using wireless technologies for their marketing and product packaging. For instance in 2012, they used near-field communication to give Singaporean moms some information on both motherhood and parenting. Danone partnered with Think and Go NFC for the project. Using your smartphone, you can get coupons, gifts, information, advice and suggestions from the NFC tags. In just less than three months, 20,000 taps were recorded. A success, considering that during that time the project was still in the trial phase.
So why did Danone use QR codes this time around when NFC has proven effective for their marketing? Obviously, a big factor in this decision is the cost. If you need to create customized NFC tags, it will be more expensive than doing the same with QR codes. Another reason is that it would be faster to customize QR codes than NFC tags.
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