Farmers love mobile – and websites they can view easily!

Perusing in Target over the weekend and came across this display of grapes, with a QR code prominently displayed. No text or call to action, but as a Snipp-er, I didn’t need one. Unfortunately, I was disappointed. The QR code with the front and center display led to the brand’s online (non-mobile) site: http://daykahackett.com/

Missed Opportunity

There are loads of ways that Dayka Hackett could have leveraged the opportunity better. Instead, those that opted in to scan were led to a poor user experience and are therefore even less likely to engage with future sightings of QR codes.

It seems from their site the brand is going for larger exposure on their sourcing efforts for North American produce demands. They even have a video about their Rain Forest Alliance. Someone in the store scanning the QR code is interested in who is sourcing their food, and by providing easily digestable content for the medium, they could develop a more loyal and aware user base.

In addition, since they are likely sourced from abroad, where is this bag of grapes from? New Zealand? Chile? Mobile can make the experience fun by providing information a brand may not otherwise be able to give.