Doing more with the QR code

Tags and labels may seem like an area that won't change, but QR codes are bringing innovation and a fresh perspective to these greenhouse necessities. And Proven Winners is showing how QR codes on plant labels can create a stronger brand.

"We were just one of many companies that were doing it, but we took a different stab at utilizing it," said Marshall Dirks, director of marketing and PR for Proven Winners. "Most were focusing on pre-buy and figuring that most consumers would use it at retail. We really felt the U.S. customer was a different customer and wouldn't be doing it in-store as much and it would be more of an after store or post-purchase."

When customers snap the image of the QR code with their smartphone, it takes them to an interactive website that is less about the plant and more about how to care for it, how to pair it with other products, along with ideas, videos and any trial information that helps validate the purchase. Through this site, customers can request idea books and other information, which allows Proven Winners to capture more information about their needs.

There isn't a cost to incorporating QR codes into your tags and labels, but be careful that you're not just doing it because everyone else is.

"People started putting up websites 15 years ago and didn't touch them for 10 years," he says. "You can't do that with QR codes either. You have to constantly be reviewing that information, understanding how it's being used, tweak it and provide it as a service. You have to answer in your mind, 'It's not for my own business — how is this better serving my customer.' Sometimes we just regurgitate information we already have or it's about us and really the change in social media and QR codes, it's allowing the customer to have an experience with your brand and they're the one in the driver seat determining where they want to go."