UNFI’s New Program Aims to Improve QR Codes, Boost On-Shelf Transparency
United Natural Foods Inc (UNFI) has teamed up with software provider Cornerstone for Natural to introduce Smart Shelf Tags built with its proprietary ELi technology, which purportedly offer a more secure and enhanced version of a QR Code.
By scanning the on-shelf code, shoppers can access information including promotional offers, nutrition facts, potential allergens, customer testimonials, supply chain tracing and brand stories. This information is sourced from suppliers and codes are unique for each individual UPC.
The new technology is a part of the distributor’s strategy to optimize grocery retail businesses through its Professional Services portfolio which is accessible to all UNFI partners. Smart Shelf Tags will join a lineup of service offerings aimed at helping retailers drive store traffic, conserve cash and operational resources, and enhance shoppers’ overall experience.
“Retail is changing, and we need to change with it,” said David Williams, EVP of Business Development at Cornerstone, in a press release. “Retailers and brands need to work together to engage and educate their shoppers and our smart shelf tags provide this unique opportunity, helping with decision-making at a key point of purchase in the store.”
UNFI believes the new program will also enable better communication and transparency for all parties involved in a product’s supply chain since information is stored in and accessible from one central location. With information and back-end content accessible on-shelf, the distributor believes programs like Smart Shelf Tags will generate consumer loyalty to brands that emphasize transparency.
According to a recent report from Digimarc, nearly two-thirds of consumers say access to product information, like ingredient origins, as well as how and where it was made, play a key role in purchasing decisions. The report goes on to suggest that QR code technology is an effective solution to increasing traceability demands from consumers.
“Consumers have shown that they care about the values and beliefs of the brands they purchase, and with Smart Shelf Tags, suppliers can communicate directly with shoppers about their products and tell the stories behind their brands,” said John Raiche, EVP of supplier services and merchandising at UNFI, in a press release.
The supplier-integrated codes also offer brands an opportunity to provide additional product information without having to revise and reprint packaging. However, in September, a judge ruled that a QR code alone is not a sufficient method for disclosing whether a product contains GMO ingredients, citing inconsistent accessibility to QR code information and the assumption that all shoppers have access to smartphone cameras.
UNFI could not be reached for comment prior to publication.
