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Danone links QR codes with loyalty program to drive savings

Danone yogurt is linking QR codes with its loyalty program in Spain, enabling customers to scan the 2D bar code appearing on its products with their smartphones as a way to earn points.

Each Danone pack will feature a unique code with consumers able to earn up to $50 per month in discount coupons. Danone has also launched its first multiplatform mobile application so that users can quickly and easily scan the QR codes. It has been downloaded more than 30,000 times in the first three weeks.

?QR coding helps Danone Spain better understand customers consumption patterns and offer them better and more segmented promotions,? said Ander Lopez, digital and CRM manager at Danone Spain, Barcelona.

?On top of it, QR coding makes it even easier for our customers to take advantage of the benefits of being in our program,? he said. ?With more than 40 percent of Spanish population using a smartphone daily, it makes even more sense to trust in mobile technologies as to help our customers.?

Danone Spain is a division of Danone Group, which produces dairy products under the Danone and Dannon brands.

60M unique codes
The goal of the effort is to leverage mobile technology to make saving a quick and convenient process for customers.

Mobile technology is playing a key role in Spain, which has the second-highest smartphone penetration level in Europe, per the company.

Danone claims the effort is one of the biggest 2D unique codes project in Europe, with 60 million unique codes being generated each month. The company has been working for more than a year on the development and implementation of the new codes system.

For yogurts, the QR codes are located on one of the labels while for yogurt drinks, they are located on the inside of the cardboard packaging.

The new code system was introduced in May and will be available on the majority of Danone?s products during July.

By scanning the QR codes, users will connect to Danone's four-year-old Alimenta Sonrisas loyalty program, which has two million registered users.

Go-to strategy
A growing number of marketers are leveraging QR codes as a key part of their marketing strategy to engage with customers.

For example, Burger King is leveraging QR codes on its packaging to enable users in the Middle East to play a soccer-themed game on their mobile devices and enter for a chance to win tickets to a match in Barcelona (see story).

Additionally, outdoor gear brand JanSport is leveraging QR codes and NFC to mobilize transit shelters, newsstands and other posting sites in New York City to drive foot traffic into Paragon Sports and provide access to exclusive content (see story).

?When scanning the codes from a pack with the new multiplatform app, the points of that purchase/product are instantly added in to the customer?s account and he or she receives a notification,? Mr. Lopez said.

?The app also allows consumers to access the loyalty program in order to manage their account and access our articles catalog,? he said.

?In the Web site they will also be able to exchange those points for discount coupons.?

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York