Wine and Data: How QR Code Labels Are Shaping Consumer Preferences

Dynamic QR code labels offer a personalized storytelling experience for consumers, addressing individual wants and needs, making them a valuable tool for brands to enhance the customer journey.

November 16, 2023

Standard wine bottle labels tell all consumers the same story. With such limited space, it can be difficult for brands to cater to individual consumer wants and needs and to make the impact they want to with their story.

Dynamic QR code labels, however, can tell each consumer a unique story — and are a highly valuable tool for brands to help shape the customer journey.

Here’s how.

Gain Powerful Consumer Insights With Each Consumer Scan…

Instead of relying on third-party data, brands get direct first- and zero-party data with QR code labels. This takes all the guesswork out of things like who their consumers are, how they’re interacting with the QR codes and what appeals to them most.

With each scan, wineries gain powerful insights and analytics, including:

  • Consumer data
  • How consumers interact with the QR labels
  • Buying habits
  • Consumer preferences
  • And more

… And Tailor Experiences and Strategies to Be the Most Effective

As brands learn more about consumers and their preferences with each scan, they can tailor each experience to be the most effective and continually improve what they’re shown.

But it doesn’t stop there.

Whether it’s an integrated survey that gives brands a view of consumers’ first-hand preferences or analytics detailing what areas of an Experience they engage with the most, each interaction with a QR code label tells brands more about them.

Brands have insight into not just what makes experiences the most appealing — they also gain the knowledge to continually improve their marketing strategies and products.

This gives companies the ability to make informed, data-driven decisions.

Create Experiences Personalized To Consumer Wants

Nearly 60% of consumers indicated they are more likely to purchase a product if they could learn more by connecting with its packaging, according to Blue Bite’s Connected Products U.S. Consumer Trend Report.

This highlights the opportunity for wine brands to connect with consumers and meet that need — all the while encouraging them to go deeper into the brand story and make a purchase.

Unlike a static QR code that shows the same message to each consumer, dynamic labels like those powered by Blue Bite allow brands to create tailored experiences for consumers based on factors like:

  • Consumer location
  • Device
  • Time of day
  • Browser language
  • And more

Using this information, brands can deliver the right message to the right consumer at the right time — matching their existing preferences and helping shape them going forward through tailored delivery.

For example, a wine brand could show a different experience to a consumer based on whether they are in-store or at home. And a consumer who scans a bottle of wine in Australia at 12 pm local time could see an entirely different experience than one who scans in Germany at 6 pm.

Incentivize Scanning

Incentivization is just one way brands appeal to consumers and help shape their decisions.

Some wine brands offer something exclusive if consumers scan — like a coupon, a behind-the-scenes, a chance to win a sweepstakes, etc. This not only encourages them to engage with the experience but also incentivizes them to make a purchase.

At the same time, it helps brands shape consumer decisions by getting more interactions with each QR code.

Dynamic Experiences Lead the Customer on a Journey

Dynamic QR code Experiences like those powered by Blue Bite allow brands to meet the customer where they are — using that insightful data like time of day, browser language and more — and lead them on a journey.

Ready to start/continue your QR journey and shape consumer preferences with the robust knowledge and analytics you gain along the way?


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