United Natural Foods will bring Cornerstone for Natural's Smart Shelf Tag program to its suppliers and retailers. The tags contain a more secure ELi QR Code type that can be scanned in-store to provide shoppers with additional product information and digital content on their mobile phones without requiring an app, according to UNFI.
UNFI works to increase access to information and provide product transparency to meet consumer interest. Because many in-store shoppers consult their phones when making purchasing decisions, the tags are meant to engage shoppers with content direct from suppliers. UNFI hopes the tags increase product transparency and help grocery retailers build consumer trust.
The content for the QR Code is sourced from the supplier, automatically populates for each individual UPC, and may include promotional offers, nutrition and allergen information, testimonials, traceability information, brand stories, videos, and images.
“UNFI is excited to enable better transparency and communication between our suppliers, retailers, and shoppers,” said John Raiche, EVP of supplier services & merchandising at UNFI, in a statement. “Consumers have shown that they care about the values and beliefs of the brands they purchase, and with Smart Shelf Tags, suppliers can communicate directly with shoppers about their products and tell the stories behind their brands.”
According to UNFI, certain product categories are a natural fit for the Smart Shelf Tags, especially those from which consumers seek more information before deciding on a purchase: vitamins and supplements, wine and spirits, gourmet cheese, natural and organic products, functional foods, local items, and offerings from new and emerging CPGs.
“Retail is changing, and we need to change with it,” said David Williams, Cornerstone’s EVP of business development, in a statement. “Retailers and brands need to work together to engage and educate their shoppers and our smart shelf tags provide this unique opportunity, helping with decision-making at a key point of purchase in the store.”
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