Today, Danone announces the launch of its baby formula Track & Connect service – a digitally-enabled service giving consumers and retailers greater transparency on the product’s farm-to-fork journey. Furthermore, through Danone’s Track & Connect service, consumers and retailers will eventually be able to access new data-driven, personalized after-sales support and services for its baby formula brands like Aptamil, Karicare, Laboratoire Gallia and Nutrilon.
Shoppers will be able to access this new service through their smart phones by scanning two QR codes on baby formula packs. This dual-QR code packaging innovation will see one QR code laser printed on the outer pack as well as a second, inner QR code laser printed behind a tamper-resistant seal, which can only be scanned after purchase. The dual QR code system will let shoppers verify the quality and authenticity of the formula, while providing a new way for consumers to connect with the brand for after-sales support
How Danone’s baby formula Track & Connect service will work
Once the service has been rolled out, shoppers will scan a QR code on a baby formula pack to access a brand page containing verified information such as where and when the formula was manufactured and the product’s journey through the supply chain. After purchasing and opening the sealed pack, shoppers will then be able to scan a second, inner QR code – triggering a one-time, initial message, verifying the product is authentic.
Ultimately, Danone aims to leverage this dual-QR code packaging innovation to introduce customized after-sale support and services that consumers value – such as health and nutrition apps and information, useful ‘how to’ parenting videos, and access to customer helplines or online e-commerce services. Shoppers would access such support and services after opening their baby formula pack and scanning the inner QR
code. The Track & Connect service will also allow Danone and its distributors and retailers to more easily forecast consumer demand and consumer preferences.
Source : https://www.danone.com/media/news-and-press-releases.html