A new web app has been launched to help brands adapt to new legislation and meet growing demand for sustainability information – by transforming the way they connect with consumers.
UK tech company Buyerdock’s web app enables brands to create new messaging and marketing opportunities through GS1-powered 2D-QR codes printed on-pack. These next-generation barcodes offer a range of extensive features that help businesses meet a wide range of complex needs by instantly connecting consumers to dynamic, real-time content at the scan of a smartphone.
From 1 January 2023, new EU laws will require brands that export to France and Italy to provide recycling information on all consumer product labels. Failure to comply could result in fines of up to 10 per cent of turnover or other severe penalties. These legislative changes are part of national efforts to reduce waste and improve sustainability.
To help meet this challenge, any brand hosting product information on the Buyerdock app will have the ability to update or publish new messaging without having to alter the packaging of their products. This will enable them to meet the consumer and business needs of today, and rapidly adapt to those of tomorrow, through one easy, flexible and cost-effective solution.
QR codes, powered by GS1 Digital Link, enable a wealth of opportunities for strengthening brand loyalty, ensuring compliance, reducing packaging costs and communicating important information in new and engaging ways.
Jonathan Sparkes, CEO of Buyerdock, said: “Buyerdock is transforming the way brands deliver information on packaging. The use of 2D-QR codes will future-proof brands against a tide of incoming regulation – and ensure brand owners do not suffer heavy penalties for flouting new laws around sustainability. Through the ability to provide more information, it will also help to make product data transparent, accessible, easily updated, and safer for consumers – and create incredible opportunities for brands to engage with customers.”
Brands that sign up to Buyerdock will be able to get 2D-QR codes for free. To unlock the full capabilities of the web app that ensures compliance with local regulations, there is a charge of £1 per SKU per month. Each 2D-QR code can store the recycling information required digitally via a web app, instead of on the product, helping to reduce clutter and free up valuable real estate on packaging.
Sparkes added: “We’re thrilled to launch this product at a time when brands need to stay one step ahead of new regulations, and customers demand more information about what they are buying. Our initial testing has shown that the sustainability and allergens tabs are the most clicked, which reveals how important this information is to consumers. The web app will help to build trust and transparency in an industry that is changing fast.”
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