The first one is that unlike bar codes, it’s free and they are a cinch to create. Secondly, it ties to a web URL. And third, it gives you ultimate flexibility. You ask, how so? Well, here’s a spin that if you have not thought about it, you need to. It’s all about a wine’s annual lifecycle. Stay with me here.
Let’s say you have a winery called DanEmi Winery. You have a web site, http://www.danemiwinery.com . You have three wines in current release, a 2009 Sauvignon Blanc, a 2008 Cabernet Sauvignon and a 2009 Viognier. You’re quite pleased about the quality of your wine offerings, but want to better connect directly with consumers to move product and increase brand Awareness and identity. How exactly would you do that? Here’s a new spin on QR codes that you’ll love that will also engage consumers.
Step 1 – Create a QR code that ties to the wine, but not your website. Key point here, folks. Let’s use your 2009 Sauvignon Blanc, for instance. So, as an example http://www.danemwinery.com/QR/2009SB.html would be the link.
Step 2 – As this is a current release, decide where you want to send folks. This is called the beauty of web link redirection. Here’s where the flexibility comes into play as well. Your options are a) to your homepage, b) the link to see information on the wine, or c) to buy the wine. The salient point here is to have the link separate from your website to allow maximum flexibility. So you redirect the link in Step 1 to point to where you want it to go. That was simple – and sweet!
Step 3 – You wake up one morning and decide you need to move cases of wine quickly as a vineyard replant has come into your radar as future demand is looking brighter than a summer morning. You decide to have a case sale.
Step 4 – The case sale on the 2009 Sauvignon Blanc was such a success, you sold out! Now you have more cool choices. You can now take the QR code you created in Step 1 and you have choices of what you can do here. THIS IS A REAL OPPORTUNITY. Here’s how to best use the QR code by repointing the URL in each of these three scenarios.
Scenario A – You have product and don’t need to promote to move more.
Message to Consumer: We’re glad you’re enjoying our 2009 Sauvignon Blanc. Here’s a little more info on it and how to put your hands on more of it!”
Deal to Consumer : Perhaps free shipping on 6 or more bottles would entice along with information on the wine might make sense.
Scenario B – You don’t have the next release of Sauvignon Blanc released, yet still need to move product.
Message to Consumer: Ok, here we’re going to point to a link that says “So glad you liked our 2009 Sauvignon Blanc. In fact, so many others liked it, we sold out! But if you liked that one, we have a 2009 Viognier we still have a few cases of that just might tickle your fancy!”
Deal to Consumer: Here, you present a deal knowing that the QR Code is Step 1 is what was initially scanned. Maybe a deal on a 3-pack to the contiguous 48 might make sense.
Scenario C: – You have the next release of Sauvignon Blanc available.
Message to Consumer: “Glad you’ve got your hands on the 2009 Sauvignon Blanc. If you like the 2009 Sauvignon Blanc, the 2010 is sure to please you as well.”
Deal to Consumer: And because you have your hands on the 2009 Sauvignon Blanc, we’re going to give you free shipping to the contiguous 48 states!” So the deal is three bottles for $60 total. The value proposition is there!
And About that Deal. Remember folks, when presenting deals, folks like a deal with a total price, like $75 for 3 bottles– shipping included. If you say 15% off, this creates additional steps and math which may prevent you from securing the deal. Keep it simple, that’s the key!
In summary the QR code, if used properly, presents an opportunity and a positive experience for both consumer and winery.