Exploring the Consumer Potential of 2D Codes at ICA
Retail Management students in ICA Retail Club explored how 2D codes can be valuable for consumers and become a natural part of the future shopping experience.
Stefan Dahlgren, Business Developer within Private Label at ICA, introduced the ongoing global transition from traditional one-dimensional barcodes, which mainly serve the purpose of registering products at checkout, to 2D codes that can contain more types of information. The 2D codes can include information such as the specific product’s expiration date and ingredients list which could enable solutions like dynamic pricing, more targeted product recalls, improved traceability and access to digital product information.
The students were faced with the challenge of how ICA can introduce 2D codes and give them lasting value so that customers find them relevant and continue scanning over time. Working in groups, the students approached the challenge from four perspectives: customer motivation, value exchange, adoption risks and trust, and static versus dynamic codes.
The solutions presented by the students included personalized product information based on customer preferences, easier access to different types of information, such as allergy and sustainability information, and dynamic discounts on products approaching their expiration date. One recurring point was that 2D codes need to provide clear and immediate value in order for customers to break their regular shopping habits and create new ones that include scanning the new innovation.
Febe Magnusson Amu, Key Account Manager, ICA Retail Club
