Fromm Winery Leverages Mobile To Educate Customers

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Fromm Winery enables customers to become wine connoisseurs, launching a mobile application that utilises QR codes for education and an interactive experience.

Fromm Winery has launched a mobile application, designed to educate potential customers about its products and encourage conversion.

“QR codes are a significant step forward for the NZ wine industry, as they allow wineries to communicate with the wine consumer in ways that weren’t possible previously. This makes the back label come alive and allows people to interact directly with the winery. When accessing the QR code it should almost make you feel like you are standing in the vineyard with us,” says William Hoare, General Manager and Fromm Winemaker.

The initiative, developed by Reactive, uses Quick Reader (QR) codes displayed on wine labels that can be scanned by smartphones, to launch a webpage that gives customers access to information about the particular wine they have scanned, the wine style and they can also view a two minute film about the winery and vineyards.

“QR codes are being used worldwide and are starting to gain momentum in New Zealand and Australia, plus mobile websites are growing rapidly due to the convenience they provide. QR codes are cost effective and can produce immediate consumption outcomes, as they help consumers make the best choice for themselves. There are opportunities to link these codes to social media and promotional campaigns.” says Reactive Joint Managing Director, Tim O’Neill.

Article by Nirosha Methananda

Nirosha is a content creator for The Media Pad, publisher of Power Retail. Coming from a marketing and communications background (in the legal, retail and online industries), Nirosha is excited to be able to put her knowledge and experience to work for Power Retail. Recently engaged, Nirosha is immersing herself in the joys of wedding planning! She is also an avid reader (of mostly fiction), always keen to get onto the golf course, likes to paint, tries to sing and is able to recall useless celebrity facts at the drop of a hat!

2 Comments

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  • fred
  • 27th May

  Waste of time. Don’t know a single person who has used, or has a QR scanner on their phone. Gimmick.

  Reply
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    • Grant Arnott
    • 30th May

    I’ve got one, but admittedly haven’t used it yet.
    However, last night I saw The Hangover II. I was watching a local footy match yesterday afternoon, and my partner and I spontaneously decided to go to the movies.
    I bought the tickets on my iPhone through the Village mobile-optimised site and received a QR code along with our seating allocation. Got to the cinema, the usher scanned my phone and we were in. QR codes will have their place, but not many have figured it out yet. Not much more than six months ago, a lot of supposedly smart people in this country thought online retail was a waste of time. They don’t now.

    Reply