QR codes were used on all cartons of Languiru milk, including chocolate milk (Chocolan), with more than 12,000 codes generated every hour, connecting the consumer with product data via their smartphone.
Languiru is one of the largest dairies from the state of Rio Grande do Sul and the carton pack was trialed in southern Brazil, leading to a 6% growth in sales.
“The QR codes on our cartons meant consumers could trace the product right from the beginning of the process to the shelf,” said Euclides Andrade, MD, Cooperativa Languiru.
“We also benefited from detailed end-to-end chain performance monitoring, which enables us to improve operations and logistics.”
Consumers in store said it was easy to download the Languiru app, developed by SIG, and liked that the milk came from the local region.
Children were responsive to the emoji cushions they could redeem with coupons and took them into school to show to their friends and teachers.
Those shoppers buying the largest volume of milk gained the most cushions and they were extremely popular, leading to the 6% growth in sales for this milk and chocolate milk brand. Prizes included bicycles, smartphones and shopping vouchers.
According to SIG, 94% of participants were android phone users and 6% iPhone users with 71% of those using the code women, including 56% in the 19-30 age group and 35% in the 31-60 age group.
Next, Languiru plans to make use of the integrated Connected Pack, designed by SIG and Siemens, by collecting product quality data at every stage of the product journey, storing the information in a database.
The dairy concept ‘Qualidade do inicio ao fim’ (‘Quality from beginning to end’), was the catchphrase used by Languiru to engage with its consumers and now it will look at using the QR code across its other products.
A further advantage of the technology is that it is linked directly to the Languiru production lines, maximizing plant efficiency, via an information intelligence tool known as Power BI.
Dirceu Bayer, president, Cooperativa Languiru, said the technology has opened up further opportunities for tailor-made raffle promotions with its retailer partners.
“The giveaway promotion ‘Bought, looked, won’, fully met expectations and improved our relationship with our customers,” he said.
“Through the use of this technology we can learn more about our consumers, providing valuable information for our commercial and marketing teams.”