Extract from supermarketnews.com, 18th October 2010, Carol Angrisani
All those who walk down the bread aisle at any PCC Natural Markets store can find out more about the organic, whole-grain bread by using their smart phone to take a picture of a shelf tag.
That's because the shelf tag features a quick-response code, a two-dimensional (2D) barcode that wirelessly connects cell phone users to websites, photos, videos and other content. In Dave's case, the QR code provides a link to a video about the company.
“It connects the offline world with the online world,” said Ricardo Rabago, social media specialist for PCC, Seattle.
While Dave's provided the shelf tags used by PCC, the retailer is active in QR codes on its own. It currently has QR codes on in-store posters that promote the Non-GMO Project, a third-party verification program. The Non-GMO Project tests products to ensure that those that claim they are free of genetically modified organisms (GMOs) actually are.
By snapping a picture of the code, shoppers see detailed info about the project.
“The QR code lets our customers receive much more information than we ever could put on a poster,” he said.
PCC also uses QR codes in circular ads that shoppers can scan to call up a video on how to select a melon.
“It lets us engage the customer and give them a better shopping experience,” Rabago noted.
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