From barcode to QR code, the new sustainable marketing era
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From barcode to QR code, the new sustainable marketing era
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The evolution from barcodes to QR codes is transforming opportunities for the brand-consumer interface. Kantar’s Jonathan Hall speaks to Kerry Morrison from GS1UK, creators of the barcode, and now stewarding the move into the benefit-rich world of QR.
Where barcodes offer important, yet arguably linear benefits, QR codes represent the multi-coloured comms dreamcoat for brand owners. A built-in medium through which to ‘speak’ directly to the consumer. To communicate brand messaging, usage information and innovations. And a one-to-one media channel to tell and evidence the brand’s sustainability story, with QR codes enabling:
- Information on recycling, reselling and reuse
- Territory-specific comms, reducing packaging quantities
- Less food waste, minimising greenhouse gas generation
- Reduction in traditional marketing costs
All shaping positive behavioural change, with greenwashing concerns banished, through the transparent eye of conscious choices.
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