How to Use QR Codes to
Boost Customer Engagement in FMCG
19
SEP, 2024
In the fast-paced world of fast-moving consumer goods (FMCG), staying ahead of the competition requires innovative strategies and efficient systems. Code marketing is emerging as a game-changer, revolutionizing the way businesses connect with consumers and manage their supply chains. By leveraging advanced QR code systems and upgrading digital platforms, FMCG companies can enhance customer engagement, drive repeat purchases, and optimize operational efficiency.
We’ll explore how to effectively implement a code marketing system and upgrade your digital infrastructure to achieve lasting success in the FMCG sector.
Building a Code Marketing System
Code marketing is reshaping the FMCG industry with its innovative strategies. By implementing systems like “one product, one code,” “one box, four codes,” “unified codes,” and “multi-code association,” this strategy seamlessly connects the entire F2B2b2C channel from CPG manufacturer (F-Factory) to Distributor(B-Business) to retailers (b-business) to end-users (C-Consumers). Each participant in the distribution process—from production and logistics to distributors and retailers—gets a unique code. These codes act as both identity markers and crucial data carriers, allowing for precise tracking and management at every stage of the product’s journey.
By leveraging QR code marketing and other coding strategies, the system ensures every role in the distribution chain—whether it’s production, logistics, distribution, retail, or the consumer—has a specific code. These codes are more than just identifiers; they are essential for data flow, making it possible to track and manage products accurately throughout the supply chain.
For consumers, activities like “scan to win rewards” significantly boost engagement with user retention and repeat purchases. Incentivizing QR code scans during product unboxing at retail outlets, the traditional reliance on brand or distributor sales rep is reduced. Instead, these incentives encourage store owners to actively stock and promote products, effectively turning them into brand advocates.
Upgrading and Restructuring Digital Platforms
The backbone of successful customer engagement lies in the construction or upgrading of digital platforms. Transitioning from isolated architectures to a unified, platform-based service model is crucial. This shift enables real-time data exchange across systems, ensuring data is no longer isolated but is instead manageable, traceable, accumulable, convertible, and reusable.
Integrating systems like Sales Force Automation (SFA), Business-to-Business (B2B), and the Route-to-Market (RTM) connects the entire channel. This data-driven approach redefines how brands manage “consumers, goods, and outlets” facilitating direct engagement with consumers, activating distributors, and empowering retailers. Ultimately, this leads to a collaborative profit-sharing model throughout the supply chain.
