Counterfeit products posed a global problem affecting various brands across different industries. This illegality becomes a major threat to product innovation, revenue, and results in loss of consumer loyalty.
But with the emergence of QR code technology, brands can combat counterfeiting of products and customers can easily identify product genuineness.
In the jewellery products themselves, 71% of consumers would choose a jewel for its traceability and product authentication as reported by the 2021Sustainable Luxury Consumer Report.
Hence, counterfeiting is a concern for both brands and consumers. That is why QR code technology comes to the rescue to address this global issue.
What is a QR code and how to use it in product authentication?
A QR code, shorthand for Quick Response code, is the two-dimensional barcode which was invented in Japan. It can store information and can be accessed by simply scanning the code using a mobile device.
Brands or companies can put information in the code about the specific product such as product name, model number, factory of manufacture, batch, and so on.
Once generated using a QR code generator with logo online, they can print unique QR codes on labels for products and product packages. They can place it on the outer package of the product so that it is easily accessible for scan by a customer.
Benefits of QR codes in product authentication
- Easy to use
The main advantage of QR codes is their ease of use and ubiquity. A consumer data report says that 81% of consumers are familiar with QR codes, and 50% have scanned a QR code. By simply using smartphones or QR code readers, one can scan the code and access the information instantly in a matter of seconds.
- Integrates well with product design and packaging
Since QR codes can be customized, it is easy to integrate them into the product design, size, shape, and messaging. Product designers can integrate it into existing labels, closures, boxes, seals, and even the product itself.
- Cost-effective
QR code is a low-cost mobile solution that helps enterprises and consumers identify counterfeit items. Companies don’t have to invest much in the workforce or additional machines for product security. On the consumer’s end, they only need to have a smartphone or download a QR code app to scan the product authentication details.
Brands using QR codes to authenticate products
Product piracy affects all brands that are why the following brands are using QR code technology to combat this illegality in the marketplace.
- Ralph Lauren Corporation
An iconic luxury brand, Ralph Lauren makes product authentication easy for customers by adding QR codes printed next to the product label. The initiative reassures consumers that they have purchased an authentic Polo product.
- Tous
Tous, a jewelry brand well known for specializing in accessible luxury, engraved on their jewelry a QR code to let customers verify the authenticity of the product. Once scanned using smartphones, customers will be able to know the origin of the materials.
Moreover, customers can access information such as the manufacturing data of the jewelry piece, certifications, and the details on the gold and diamonds in their jewelry. The type of QR code the jewelry brand use is a PDF QR code where they embed the digital copy of their jewelry authentication certification.
- 1017 Alyx 9Sm
1017 Alyx 9Sm, a fashion brand known for its luxe streetwear uses QR codes for traceability and authentication.
Alyx product hangtags have printed scannable QR codes that embed information of the entire supply chain history of the piece. It contains information such as when and where the raw materials were sourced, where the garment was manufactured, and its shipping record.
Conclusion
We have seen how brands are using QR code technology to combat counterfeits, grey market items, and trademark infringement that can confuse the market.
Easily scanned by every user, QR codes help brands maintain brand integrity and enabling product interactivity. It also passes an important message from brands that use QR code technology that is exerting their best effort in preventing product piracy.
To even make the QR codes look enticing for the consumers to scan them, brands are utilizing the use of a QR code generator with logo online to create visually appealing product authentication QR codes.
