Digital packaging and labelling seems to be the trend to communicate with ultra-connected end-consumers, according to Sopexa’s international survey Wine Trade Monitor. Digital technology provides assurance for the consumer as to the wine’s origin, authenticity and traceability.
“In a fast-changing country like China, everyday lives have become entirely digitalised and consumers are online 24/7. Digital channels are now a vital ingredient in maintaining customer relationships.
While O2O, or online-to-offline, is a hot topic, O+O (online and offline) has now appeared on the scene. With connected packaging, consumers can now access information on product origin, stockists and also receive advice on recipe and serving ideas. If you like the wine you are drinking in a restaurant, you can now order it from your smartphone, for delivery direct to your door, all from the comfort of your restaurant table.
From a logistics point of view, it opens a whole world of traceability, right through from the grower to the glass of the end consumer. Pernod Ricard was one of the early adopters in this area, launching a range of connected labels. Consumers access a set of data by pointing their phone at the label and then buying the product. Everything is now within hand’s reach, if you are holding a phone that is !” explains Augustin Missoffe, Sopexa China’s Director.
Thomas Morisset, MadeForGoods’s CEO confirms, “nine of the ten leading wine companies in China have already used QR codes on some of their wine portfolio, which are unique to each bottle. The scope of this connected labelling varies and is effective for B2B and B2C alike.
Most frequently, it is used to validate a wine’s authenticity via Wechat, by scanning the QR code. This is particularly effective with wine from Penfolds, Maison Castel and Jacob’s Creek Moscato. Some brands are developing B2B apps to increase loyalty among wholesalers and retailers, and also bars and restaurants. Others are launching consumer promotions such as prize draws via Wechat red envelopes, based on the Chinese tradition of ‘Hongbao’, to win money-off vouchers for use on-line against future purchases, or points as part of the loyalty programme.”