Kiwi customises 'smart barcode' for NZ exporters to Japan

New Zealand and Australian exporters are taking the initiative and preparing to meet the needs of the rapidly changing consumer landscape in Japan by supplying the discerning Japanese consumer with critical product information—direct to their mobile phone.

Introduced to NZ & Australia by YHKL, a premium wine & cuisine exporter to Asia, is the latest trend in digital convergence technology, a “smart” barcode—known as a QR (Quick Response) Code—which provides Japanese shoppers instant access to detailed multi-lingual product information, recipes and images from the shop shelf, freezer case, magazine article or poster, using their mobile phone camera.

A key benefit of QR Code for exporters will be the ability to satisfy the need of Japanese consumers for information about food safety, due to growing concerns about product ingredients and growing conditions in the country of origin.

One of the early adopters is Rod Yates of Australian Honey Exports Ltd., who will use QR Code to inform Japanese consumers of the health benefits of Australian honey, images and location of the apiary, easy to use honey recipes and sake-honey marinades. NZ premium wineries are also preparing to provide tasting notes and food pairing suggestions from a QR Code placed on the restaurant wine list, menu or wine bottle.
QR Code use is not limited to food and wine; a Queensland company will use a customised on-line campaign and QR Code to sell its revolutionary patented surfboard-fin directly to Japan’s estimated three million surf riders. With their mobile phone and the QR Code on the fin, a surfer on the beach preparing for the day’s rides can view the manufacturer’s recommended tuning adjustments to match the wind and wave conditions.

With growing concerns over the strengthening dollar and an increasingly competitive marketplace, QR Code will provide a key point of difference when targeting the sophisticated Japanese consumers.

SME & boutique exporters who previously thought of Japan as prohibitive because of market entry costs can expect savings of more than 40% when incorporating QR Code technology, in some instances by-passing the need for local distributors and retailers.

QR code also provides a synergistic opportunity to incorporate seasonal tourist promotions alongside some of the regions premium export products.