The best way for consumers to verify the authenticity of products is to use resources provided on packaging, such as Quick Response codes. Brands that pursue serial QR code packaging designs enable retailers or consumers to ensure that products are authentic. Find out why serialized QR codes empower distributors, retails or end consumers to verify the authenticity of products in smart packaging.
How Product Authentication Affects Modern Packaging
The inclusion of QR codes is a distinctive feature of smart packaging. Rather than printing the same QR code on every package that leads to a brand or product website when scanned, serialized or unique QR codes make it possible to easily authenticate products. Each package has a unique code and no two codes on the same product match.
While products have long had identifying batch, lot or unit numbers printed or stamped on packaging, consumers may not know how to interpret this information. It is also easier for producers of counterfeit products to mimic these numbers than serialized QR codes printed on custom Mylar bags. QR codes digitize the authentication process, and destination links can lead to useful information for the person who scans a code.
Why QR Placement On Packaging Is Important
The placement of a QR code on packaging can increase or decrease the likelihood that codes will get scanned during distribution or in retail environments prior to reaching end consumers. QR codes on the front or back of packages can appeal to shoppers and might not be the best choice for customer loyalty programs.
QR codes printed on the back of custom stand up pouches or in locations that are not immediately visible are geared towards end consumers. This approach can be best for companies that plan to use serialized QR codes as proof of purchase for loyalty programs.
When To Use Serialized QR Codes On Packaging
The best Connected Packaging feature for verifying the authenticity of products and purchases is serialized QR codes. Brands that make products that are subject to counterfeiting should weigh the benefits of providing retailers and consumers with a fast and easy way to confirm product authenticity. While a number of anti-counterfeiting measures are available, serialized QR codes are one of the easiest for the intended parties to pursue using only a smartphone with a camera.
Serialized codes used for consumer loyalty programs serve as unique proof of purchase. Once again, issues of code placement are significant. Placing a QR code on the back or side of packaging can reduce the frequency with which codes get scanned by unintended parties and complicate purchase validation for end consumers.
Packaged consumable brands that pursue smart or Connected packaging have two options for using QR codes. A brand can print the same QR code on every package of a particular SKU to direct customers to a website landing page, social media account, review portal or any other online destination. Serialized QR codes can be used to verify product authenticity and serve as proof of purchase.