Stemilt Takes Mobile Marketing To A New Level With QR Codes

WENATCHEE, Wash. – Last spring, Stemilt Growers became an early adopter of mobile marketing through its use of mobile websites that shoppers accessed through a custom text-in number. Now, Stemilt is taking its mobile marketing efforts to a new level by featuring QR codes on its in-store displays and point-of-sale (POS) materials.

The quick response, or QR, code is a two-dimensional barcode that can be read by camera phones through a barcode reader application that can be downloaded on many phones. The QR code was created in Japan in 1994 in order to track parts in vehicle manufacturing. Though QR codes still assist in vehicle manufacturing, they are now used in a variety of ways to quickly share information, and have recently made an appearance on billboards, print advertisements, displays, and other marketing vehicles throughout the United States.

Currently, Stemilt has QR codes on its Piñata Apple display bin and POS materials. The QR code on the Piñata display takes the cell phone user to a mobile website where they get a list of reasons to enjoy Piñata apples, recipes, and storage and handling tips. They can also watch a video about Piñata apples.

In the coming months, Stemilt will feature a QR code on all summer merchandising materials, including the popular grower-centric display bins for cherries and summer fruit.

“The eye-catching QR code is a great way to share more information about our fruits with shoppers right at the point-of-sale,” said Roger Pepperl, Stemilt marketing director. “The QR code is simple to use and takes them directly to the information we want to share with them, including recipes, pairings, fruit usages, videos, and grower stories. We’ll also include our Facebook page link so that they can join our social community and learn even more about fresh fruit.”

Mobile marketing is growing rapidly. It is estimated that 90% of Americans own a cell phone, with 17% of those people having Smartphones. Sixty-five percent of people say that mobile Internet is the most important feature when considering a new phone.

In order to view the information on a QR code, shoppers must first access and download a barcode reader application on their phone. Then, all they have to do is snap a picture of the QR code and the application takes them to the URL or text that was encoded on the QR code.

“QR codes are very appealing. The unique shape grabs a shopper’s attention and the code itself is easy to use. Whether they are making a call, texting, or looking up a website, cell phones are one of the primary ways people communicate today. Featuring QR codes on our in-store displays allows us to share valuable information about our fresh fruits through the communication devices that consumers use most,” said Pepperl.

About Stemilt

Stemilt Growers is a leading tree fruit growing, packing and shipping company based in Wenatchee, Washington. Owned and operated by the Mathison family, Stemilt is the leading shipper of sweet cherries and the largest supplier of organic tree fruits in the nation. Stemilt has also demonstrated a commitment to sustainable agriculture and social responsibility since 1989, when founder Tom Mathison launched the company’s Responsible Choice program.

Source: Stemilt