For most of us casual wine consumers, the only perceptible difference between various types of wine is either in the color or in the brand name. If asked about tasting notes or harvest notes or even food pairings, most of us would be at a complete loss. However, that just might change with Cellar Key –a proprietary solution developed by Lion Nathan wines, along with Scanbuy, a company that specialises in mobile barcode solution. Cellar Key applies the QR Code technology to wine shopping, thus rendering the activity less mystifying to casual wine drinkers. The solution will initially be applied to six wines from the Lion Nathan Group.
The initiative will embed QR codes on the neck tags of wine bottles, shelf displays and wine menus. Each code will be associated with a specific wine and when consumers use their smart-phones to scan the code, they are directed to mobile friendly sites which provide information about the wine. This is a great way to make consumers feel more engaged with the product that they buy. By watching videos about the wine they buy, reading its reviews and learning about its harvest notes and food pairings, consumers will feel that they have a little more control over their wine buying decisions.
Cellar Key is a great example of using mobile engagement to get greater customer satisfaction.It also successfully illustrates that products like wine, which the average customer does not usually associate with easy accessibility and information, can actually be marketed in newer ways which will be rewarding for both the customer as well as the brand. Such use of technology results in greater buyer engagement simply by getting the customer to access more information in the easiest way possible: customers only need to scan a given QR code using a particular mobile app and information is made instantly available to them.
For brands too, using this kind of mobile engagement is directly beneficial as they are instantly able to provide customers with what they seek, which is information. In the current culture of information-sharing and instant accessibility, this readiness to engage directly with customers via their mobile devices is a sign that a brand is willing to offer the best service possible and this attitude ensures customer loyalty as well.
Whether a winery is big or small it can, like Lion Nathan, step into the future by using QR Codes to encourage greater consumer engagement. In fact, solutions such QLIKTAG by Zeebric, can be applied to get the same level of customer satisfaction and loyalty, which will help strengthen any brand’s position in the market. All it takes is a click and scan to change the way brands and customers interact with each other.
