ENGAGING CONSUMERS IN TODAY’S MARKET
The current landscape is characterised by a strong interest in the authenticity of products. In recent years, this topic has become increasingly important: the rise of counterfeiting has led many consumers to wonder whether the product they are buying is authentic or not. In response to this need, many companies have started to use the QR code as a tool to guarantee the authenticity of products.
Indeed, verifying the authenticity of products and customer engagement have become increasingly important and fundamental aspects for companies. These goals can be achieved with digital interaction through QR codes, a solution that offers the opportunity to increase consumer engagement and add value to their products, thus enhancing their lifecycle.
STIMULATING INTERACTION: CUSTOMER ENGAGEMENT AND CONTENT MARKETING
Scanning the code at the time of purchase allows consumers to verify the authenticity of the product, creating a relationship of trust with invaluable security. However, many consumers also scan the QR code to access unique engagement content, such as stories about the manufacturing process and product life cycle, backstage videos, tutorials and more. This content not only provides additional information to the consumer, but also engages them emotionally, creating a deep connection that generates a personalised and memorable experience.
MARKET CIRCULARITY: THE ADDED VALUE OF SECOND-HAND
Market circularity is a key topic in the economic landscape, the aim of which is to reduce waste and maximise the use of resources. The second-hand approach aims to keep materials within the economic process for as long as possible. In this, the application of QRcodes on products plays a key role in the implementation of market circularity, as it provides direct access to information on the life cycle of the product itself.
Repeated scanning of the same QRcode by different people can create a close-knit community with common interests related to that product. This fosters increased engagement and connection among consumers and the creation of a sense of belonging that gives rise to an ongoing dialogue about quality, authenticity and product features.
Online platforms such as eBay and Vinted have played a key role in promoting the second-hand market. These digital marketplaces offer a wide selection of second-hand products, giving consumers access to a variety of items from different brands and styles.
DIGITISATION AND SUSTAINABILITY: A NEW OPPORTUNITY FOR COMPANIES
For companies, entering the circular market represents a real opportunity to expand their business. Only by adapting to the needs of consumers is it possible to create a product with added value.
In fact, according to the latest GreenItaly report, ‘green’ companies engaged in the circular economy have shown superior results compared to non-green companies. In particular in the report, it emerged that:
- 16% of green companies recorded an increase in turnover, compared to 9% of non-green companies;
- 73% of green companies were more willing to innovate, compared to 46% of non-green companies;
- Green companies also invested more in research and development – 33% compared to 12% of non-green companies – and showed greater digitisation.
With this in mind, in order to gain the trust of consumers and guarantee products that are in line with the brand’s value proposition, the use of technologically advanced solutions becomes essential.
Through the application of QRcodes on products, in fact, it is possible not only to guarantee the authenticity of the product, but also to convey content such as green certifications, which are considered increasingly important by most consumers.
LAB-GO’S SOLUTION TO STAY IN TUNE WITH MARKET TRENDS
With lab-go, digital interaction becomes a key element in creating meaningful connections between consumers, products and companies, opening up new opportunities in the fashion world and beyond. lab-go demonstrates that digital interaction can be a powerful tool for providing
information, engaging consumers and ensuring product authenticity. Its innovative approach, combined with its brand protection and customer & fan engagement service, offers a competitive advantage to companies wishing to succeed in an ever-changing market by giving them the ability to deliver new and different content using the same unique QR Code on different product batches.
One of lab-go’s key strengths is its ability to convey different content through a single unique QR code, while always maintaining product authenticity certification.
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