In the context of "Internet +", what can big data bring to consumers, brands and printing companies? Through the big data platform, consumers can directly participate in many offline activities of brands to get benefits and discounts. With almost no increase in cost, the data required for market analysis can be obtained in real time, and a report that can evaluate the current input-output ratio of market activities can be obtained to provide reference for brand planning activities. Printing and packaging companies are big data managers, building bridges between brands and consumers, and becoming an integrator of supply and demand. The secret weapon of this consumer big data business is the variable two-dimensional code.
Let the package tell the story
For brand customers, advertising carriers are mainly concentrated in television, posters, new media, etc., often overlooking the natural advertising carrier, and this natural advertising can be optimized through variable QR code technology. The two-dimensional code, which is originally only for anti-counterfeiting and traceability, is integrated into the new two-dimensional code, virtual reality, augmented reality, image recognition technology, positioning function, text or image data, etc., which will give more possibilities to the packaging.
When this technology is applied to the print of brand marketing activities, after the consumer scans the code, the package becomes a new advertising carrier that will tell the story of the brand, and more interaction with the consumer to enhance the consumer's shopping experience. At the same time, the brand side can also achieve data collection and analysis, can more intuitively understand the consumer feedback on marketing activities, and through the system automatic dialysis and logical judgment, the second push of personalized content. In this way, the brand can expand the market more accurately online.
It is not difficult to see that this variable two-dimensional code has broken through the limitations of the printing and packaging enterprises, and has successfully made the brand packaging a new "tool". Making good use of this "tool" can make the printing and packaging service truly undergo qualitative changes, add value to the product packaging, solve problems for the brand, and add value to the marketing.
Scan the QR code into a traffic entry
If the big data platform is a powerful integrator of supply and demand, then the variable QR code is the traffic entry of the platform. After the end consumer purchases the product, he can participate in the red envelope, lottery, coupon and other activities that the brand pushes by scanning the QR code. At the same time, the background is crawled through a series of consumer behaviors, such as grasping the basic information of the consumer's location, age, gender, etc., to establish a consumer database, so that the brand can understand the customer and accurately cultivate the consumer's habits. Consumers generate re-purchase behavior from offline to online, thereby enhancing the stickiness with consumers.
After similar rounds of different types of activities, data collection after collecting consumer data, perfecting the customer relationship management database, and hierarchical management of the database, the brand can accurately push customized advertisements to the target audience through the database according to customer needs. content. The transparency of the customer's information is completely clear, which is the highlight of the variable QR code, and also solves the pain points of the brand side in publicity.
Of course, the packaging of variable QR codes is not limited to the consumer level. In terms of production and circulation, the variable QR code can also be used to grasp the direction of commodity inventory and promotional items in real time, and prevent product from being sold. In addition, detailed information collection can be made for distributors, store owners, store locations, required product models and quantities, ordering cycles, etc., to establish a database of merchants. This will enable the brand to achieve precise control of the consumer and the market.
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