Kraft Foods has been pushing its mobile commerce programs of late and has been testing out near-field communication and QR codes.
In January of this year, the food giant used QR codes to promote its cheeses. The company put up QR codes with its cheese products, taking scanners to mobile recipes. It also had print ads with the same QR codes. A customer can scan the QR code and check out recipes that use that particular cheese type. The recipes are for brunch, entrees, appetizers and sandwiches.
Customers can also view pictures to help them get the recipes right. Take note that these recipes are quite easy to make and may be cooked for everyday meals.
For those without smartphones, they can go directly to the campaign site at http://www.kraftcheese.com.
The QR codes are only one part of the company’s marketing campaign, which also includes mobile apps, SMS and advertising on Web sites, print and other sources.
Kraft finds more success with NFC
Earlier this month, Kraft reported that it has launched a near-field communication version of the campaign. Instead of QR codes, the company placed RFID chips on store shelves that carried Nabisco cookies and Kraft cheese products.
The company found that NFC was more effective in engaging users and customers. The NFC trials showed that the engagement levels they got from the NFC tags was 12 times higher than the engagement level they got from QR codes.
Not only had shoppers tapped more, but they spent more time with Kraft’s recipes and mobile app. A consumer was engaged for 48 seconds, on the average. Those who scanned the Kraft QR codes spent only five to ten seconds with the product.
NFC also allowed for further action on the part of the customer. More than a third of all those who tapped the Kraft tags followed through by saving a recipe, downloading the Kraft mobile app or sharing the recipe with their friends.
Remember, however, that the trial was only conducted in five San Francisco grocery stores and only during the month of August.
More articles in this topic
By now, most people in developing and developed countries are using a smartphone. Considering the fact that the cost of smartphone these days have dropped to an all-time affordable level, there is really very few reasons NOT to own a smartphone. Anyway, how has this affected the world when it comes to QR Code usage? [...]Read more
QR codes are making the check-in process at Xiamen Gaoqi International Airport a little bit easier. For passengers who do not have to check in any baggage can check in by going to the Chinese language http://www.xmairport.com.cn/, the airport’s Web site. On the site, they will be required to submit their personal information. After that, [...]Read more
It has been a long time coming but we heard from the grapevine that Xiamen airport is now allowing its passengers to check into the airport by scanning QR Code. For those who are unfamiliar with QR Codes, they are an evolved version of your basic 2D barcode…the same ones that the cashier at the [...]Read more
- Five Highly Recommended Android Apps to Try This February
- Betfair Uses QR Codes on the Backside. Again?!
- P&G and Walmart Rolls Out the PGMobile Shopping Truck
- Google Play Expansion Soon
- Great Insights About QR Code Marketing Campaigns
- QR Code's Novelty Perfect For Promotion Of Newsletter Service
- An All-In QR Code Tool Hits The Market
- Oroton Australia Summer 09 QR Code Campaign
- QR Code On Sand
- QR Code Treasure Hunt Holiday Game
Google Android news and discussion.
Deliver latest top technology stories and breaking IT news
Near Field Communication (NFC) news, ideas, projects and technologies.
QR Code, Datamatrix and other two dimensional barcode news and analysis.
Tips, advices, how-to's and DIYs for the latest technologies.