Glayva aims for consumer engagement through 2D barcodes
Liqueur brand Glayva, owned by whisky company Whyte & Mackay, has launched a range of POS material featuring 2D barcode technology.
The barcodes have been developed by specialist company Scan Life for the POS material, allowing them to be scanned or photographed by consumers through the use of their mobile phones, which can then me taken to the Glayva website where they will be able to find further information, serving suggestions and receive exclusive access to the brand’s competitions.
The competition currently running offers consumers the chance to win a luxury weekend break at Hotel du Vin in Glasgow.
With nine million smartphone owners, the strategy by Glayva is to offer this technology to reach consumers and offer them exclusive information and content from the brand.
Jim Coates, head of brand for Glayva, said that the company believed that it is the first alcohol brand to make a step into the 2D barcode arena.
“It is an exciting opportunity for the Glayva brand and we are looking to do some really exciting things using this technology,” said Coates.
“Firstly, we are starting with the introduction of POS into the on-trade where we will be running a Glayva competition via the exclusive site but we also have big plans to roll-out the technology into the off trade as well. The beauty of the technology is that it allows us to work on a one-on-one bespoke basis with retailers, both in the on and off trade, and develop campaigns that are specific to them and their audience,” he continued.