Innovations when talking directly to the wine lover

03-01-2022

Creativity is not innovation and vice versa. Creativity, according to KeyDecisions.com, is recognized as fresh ideas and innovations refer to the implementation of creative breakthroughs. The idea is that being creative does not have a basic risk (in most endeavors) and innovations have measurable risks; innovation is better and smarter. Perhaps the wine industry can seek innovative ideas in creativity.

Near Field Communications (NFC) and QR codes should offer the wine industry an innovative way to communicate with consumers and not just them. Take the opportunity to enhance loyalty, awareness and affinity with the winery organization and provide relevant data about your wines. With a small QR code on the labels and packaging, a message can be sent to a consumer’s smartphone instantly. These technologies have been around for decades, but they continue to evolve with innovative applications.

Marketing approaches always need to be updated to convey relevant product messages. Direct-to-consumer messaging using these technologies enables personalized messages in a timely, relevant, and cost-effective format. Another benefit is that these tools allow wineries to collect valuable marketing and demographic information at minimal additional cost.

NFC and QR codes allow the wine, beer and spirits industries to be an innovative way to get their story to the consumer. For example, perhaps the audio, messages, and videos on a website convey a memorable message.

In a recent article by Sarah Grayhill, “Experts note that buyers are looking for tasty bargains in all alcoholic beverage categories, indicating growth. Premium-priced wine will take advantage of alternative packaging opportunities, with more varieties available bottle-free. And finally, brands can benefit from the implementation of digital shopping options … “If consumers want to see and understand” offers full of flavor “, it is logical that this message, whether new or current, should be transmitted in a innovative.

What Grayhill is saying, the fields are filled with opportunities for new approaches in the innovative sale of new and established products within the spirits industry.

Rob McMillan, Executive Vice President of Silicon Valley Bank says: “The key to future success for American wineries will be to break the millennial code to understand the evolution of consumer profiles. Today there are winners and losers in the wine trade. The winners are those with strong management teams who are willing to develop their sales and marketing strategies, quickly execute a plan, and then evaluate success or failure to continually improve. ” The final sentence points to all the capabilities of this technology.

These formats are a creative, innovative, specific and concise method to convey a winery’s message to customers at a point where they want information. An additional benefit of providing consumer information is the labeling limitations that are resolved. With 257 million smartphone users in the US, NFC and QR Code capabilities can be assumed to be ubiquitous.

An NFC or QR code is a way to expand timely product information delivered instantly to the consumer in an engaging way: audio, video, text message, and website. Even the message can be instantly updated by a winery. These can be very targeted to specific markets and demographics. Lastly, the message can be friendlier than a label.

Using these programs is not just about getting information to consumers. There is an enormous amount of marketing information available to the wine marketer once an NFC or QR code is implemented. The backend of this technology offers a large amount of information through data recovery applications.

Selling face to face is probably the most effective because it is difficult to beat the tasting room environment to sell wine. But Near Field or boxed code technologies might be the next best. This is a great opportunity to overcome objections and close the sale.

NFC and the QR code allow the wine industry to get in front of the consumer when the consumer wants information. These two technologies can deliver almost any brand message in almost any format instantly, to the consumer, and on consumer demand. What other vehicle can deliver a request for more information directly to the consumer at minimal cost?

Today, the consumer can buy food from a smartphone and receive a list of product ingredients, nutritional information, price comparisons and recipes in seconds, using NFC and QR codes. Some in the beer industry have been using QR codes and NFC tags to talk to the consumer using vehicles as coasters for drinks on the premises. Virtually all smartphones have the ability to access this technology today.

The cost of experimenting with these technologies can be very affordable. Anyone can log in and create their own QR code. Because NFC involves a “tag” and tag programming, there are some limitations to experimentation.

Sneh Choudhary VP-Beaconstac Technologies has a lot of experience planning and launching NFC and QR Code. She says, “because NFC and QR codes serve the same purpose, start with QR codes given the level of awareness among customers.” NFC tags require third party participation in advance. “No matter where you start, both approaches can deliver the same results for end-to-end solutions.”

A quick list of some frequently asked questions could help get your innovative thinking started:

Can content viewed on a website be immediately sent to a smartphone? Yes, a product image, description and winery / winemaker information / pairing suggestions can be instantly available. These are some of the benefits of using a QR code and NFC tags on products.

How can a winery track metrics like views, conversions, or even geographic locations?

A fully integrated program can be seamlessly implemented with Google Analytics. Using GPS data, a winery could understand where an NFC / QR code was scanned. With a comprehensive integration effort, multiple winery campaigns can indicate which campaigns and products are selling.

Would it be possible to incentivize a visitor via a QR code or an NFC tag to subscribe to a newsletter from the winery?

Yes. For example, today when you check road conditions on your smartphone you are using an API and that is the exact method used to facilitate customer interaction with a winery.

How much will this initial effort cost?

This topic is like someone who walks into a winery and asks how much a bottle of wine costs. In the case of implementing a QR code or NFC approach, here are some guidelines:

• For an NFC launch, you can expect to spend $ 49 per month plus the cost of the NFC tags that will be affixed somewhere on the bottle. Also, there is an initial integration cost. Labels can cost $ 0.25 each or more.

• If you use QR codes, a program can be launched for $ 15 per month. There may be some integration fees, depending on the backend requirements. Integration costs are a function of the detailed information a winery needs.

• With help, a program that uses either format can be up and running in 30 minutes or less.

• Choosing a platform will automatically address your server configuration and maintenance needs. Most back-end costs can be controlled for a start-up.

Capabilities to consider the use of NFC or QR codes.

• NFC tags or QR codes for marketing can deliver a URL that can contain any type of content: video, audio, contact card, or just about anything on a website. Any of the formats can save a message on a smartphone, call a number, send a message or predefined text, recipes or wine pairing information.

What is the durability of the NFC and QR Code formats?

• Both are very reliable in relation to reading. Even with printed QR codes, reliable code reading is good even at 50% resolution. The QR codes have been printed on pressed paper fiber coasters with 100% reliable readings of the printed code.

• Some think that QR codes do not complement the label. But, new QR code developments can make the QR code image color compatible, less intrusive, and will draw consumers’ attention to the technology.

If a campaign is launched using QR codes, can that format be adapted to the appropriate changes, as well as to NFC?

• QR codes can be dynamic, allowing quick changes to what the consumer sees. This allows for on-demand changes to accommodate new campaigns. Today’s dynamic API design and programming can allow for product changes on things like text / image, pricing, inventory availability, etc.

Both approaches are inexpensive and can deliver a large number of formatted messages to the consumer. Even the large QR code box seen in the past is now giving way to creative designs and can be very small.

Explore the options and innovate using the creativity already on the market!

Health!