WENATCHEE, WA - New data from Columbia Marketing International (CMI) reveals which packaging convention consumers are more likely to respond to – QR Codes or websites. To implement the test, CMI created brand new packaging for imported Ambrosia™ apples that featured a consumer contest for premium kitchen gadgets. Consumers could either enter the contest by scanning the QR code or visiting the website.

75 days into the Ambrosia™ test, CMI discovered that approximately 46% of all consumer responses have come by QR code, while 54% came from the web address.

“QR codes may have lost momentum with consumers, but our packaging data is showing that this remains a powerful vehicle for connecting with shoppers,” said Katharine Grove, Marketing Specialist at CMI.

“Use of premium packaging has been trending upward in the apple industry as well as the produce industry overall,” says Steve Lutz, Vice President of Marketing for CMI. “We’ve found high graphic packages like pouch bags create a store level billboard for products but also can entice consumers to connect with us via social media and web pages. We’re using this test to document what catches shopper attention and identify the methods used to connect to digital offers.”

According to a press release, CMI will use the findings from this packaging test to determine future messaging to include on packages. The test will conclude at the end of the import Ambrosia™ season in August.

CMI