Specialty Food Magazine

JAN-FEB 2012

Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.

Issue link: https://www.e-digitaleditions.com/i/55305

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Page 23 of 159

FOOD TRENDS Cracking the Code Q uick Response codes, or QR codes, are becoming a power- ful way to reach consumers—and the wine industry is wholeheartedly jump- ing on board. "Many wineries are discovering that they can extend their marketing reach using QR codes on their labels and other print materials," says Mark Smith, CEO of Sevencamp, the company behind QrCloud and Qr4Wine and a provider of customiz- able, fully automated, mobile market- ing web services. "The challenge for manufacturers will be figuring out how to get a growing legion of potential viewers to scan their QR codes and to deliver a rewarding experience to them once they do." As would be expected, the tar- get demographic most likely to scan QR codes skews toward the younger and social-media savvy, Smith notes. Many smartphones come with a free QR app, or the apps can be down- loaded at no cost. Once scanned, the codes deliver in-depth informa- tion on the spot. Some codes open tasting sheets with informa- tion on the vineyards or vintage. Others link to winemaker videos and food-and-wine pairing sugges- tions. Until they become second nature when shopping, Smith suggests giving consumers a reason to scan them. "At this early stage," he advises, codes "QR need to be wrapped in motivating text so that viewers will scan them." Winter Fancy Food Show Booth 5614 22 ❘ SPECIALTY FOOD MAGAZINE ❘ specialtyfood.com

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