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Kraft Foods Trials NFC and QR Codes

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Kraft Foods has been pushing its mobile commerce programs of late and has been testing out near-field communication and QR codes.

In January of this year, the food giant used QR codes to promote its cheeses. The company put up QR codes with its cheese products, taking scanners to mobile recipes. It also had print ads with the same QR codes. A customer can scan the QR code and check out recipes that use that particular cheese type. The recipes are for brunch, entrees, appetizers and sandwiches.

Customers can also view pictures to help them get the recipes right. Take note that these recipes are quite easy to make and may be cooked for everyday meals.

For those without smartphones, they can go directly to the campaign site at http://www.kraftcheese.com.

The QR codes are only one part of the company’s marketing campaign, which also includes mobile apps, SMS and advertising on Web sites, print and other sources.

Kraft finds more success with NFC

Earlier this month, Kraft reported that it has launched a near-field communication version of the campaign. Instead of QR codes, the company placed RFID chips on store shelves that carried Nabisco cookies and Kraft cheese products.

The company found that NFC was more effective in engaging users and customers. The NFC trials showed that the engagement levels they got from the NFC tags was 12 times higher than the engagement level they got from QR codes.

Not only had shoppers tapped more, but they spent more time with Kraft’s recipes and mobile app. A consumer was engaged for 48 seconds, on the average. Those who scanned the Kraft QR codes spent only five to ten seconds with the product.

NFC also allowed for further action on the part of the customer. More than a third of all those who tapped the Kraft tags followed through by saving a recipe, downloading the Kraft mobile app or sharing the recipe with their friends.

Remember, however, that the trial was only conducted in five San Francisco grocery stores and only during the month of August.

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