Use of QR Code in Dairy Sector in Slovenia

Abstract

The increasing use of smartphones has allowed quick response (QR) codes to build a stronger connection between consumers and products, enabling a bridge between offline and online products and providing quick access to product information, traceability, and food safety. This study focuses on two primary aspects: familiarity with QR codes and their usage by consumers and FMCG (fast-moving consumer goods) producers in Slovenia. Additionally, authors examined consumers’ motivations to scan QR codes for food products, particularly dairy products. Data collected through online research, interviews, and field investigations revealed that consumers rarely scan QR codes. To increase its usage, it should be included in an overall advertising campaign to provide instant benefit; consequently, it would increase consumer engagement with the product. Field research and interviews revealed that only a few packaged products are equipped with QR codes, primarily to support trade marketing activities. In addition, most consumers scan the code at home seeking information regarding its origin, which provides insights into future implementation possibilities. Furthermore, from the design point, QR codes should be positioned on the side panel of the packaging together with an invitation to motivate and explain how scanning would benefit the consumer.