In 2011, I wrote an article and recorded a video on QR Code in 2011 and I thought this was a breakthrough in remembering wines, labels and brands. I thought it was the way of the future. Not to mention its look very futurie. I thought people were going to zap the code and voilà – wines remembered. And it turns it that is not what happened.
Why did this QR revolution not happen?
Here are the reasons–basically a perfect storm of non-movement:
- There was really no great secret de-coder ring – no one really wanted to turn their phones into code or bar scanners
- Wine brands for the most part didn’t adopt the QR code
- Other consumer categories–no one else adopted the QR code for other product lines/categories
- Instagram – everyone wants to post picture of the object they like, have found or share their ‘social pizza’ slice as they are (not as an abstract symbol)
I was visiting a larger wine retailer in the Bay Area recently and I was fascinating how many people were snapping photos of wine bottles. Either to recall what they might want to purchase in the future or perhaps ask some a question about the wine they photoed.
I counted the number of customers and the number of people snapping photos and it was 50% — and it was on a busy Saturday.
I was delighted that beyond myself I am not the only wine consumer that snaps photos of wine labels at wine retailers. I do this because of either outstanding label design or I want to remember to purchase in the future.
While I do think the QR code will not come back in any meaningful way; there will be a technology that is probably either developed or being developed to take both photos and coded with metadata. The metadata will help to pair the object being photographed with a large array of identifying information.
I was gung-ho for the QR but users wanted the simplest way to communicate or record the object they want to remember versus a treasure trove of data. The future though is a race of competing technologies and I believe that the most ideal are not always utilised hence alternatives and even fashionable ways of communicating can supersede a technology–social media is dense with both video and photo and abstract looking codes are not desirable.
The one successful code not just on wine bottles is the bar code–though for a commercial purpose it has been used consistently from the 1970s to the present. Let’s see if there is a need for something beyond photos and scanner codes in the future.
James the Wine Guy
Demystifying Wine…One Bottle at a Time from all wine regions around the world.
© 2018 James Melendez / James the Wine Guy— All Rights Reserved – for my original Content, drawings, art work, logo, brand name, rating, rating graphic and award and designs of James the Wine Guy. James the Wine Guy is also on Facebook, Twitter and most major social medias.
Photos courtesy of Pixabay.
Follow, subscribe, like, browse: