CrownSmart uses scannable codes under can tabs to give insight into consumer behaviour

While QR codes can be scanned by anyone, the Data Matrix Code (DMC) can only be scanned by the consumers themselves once the can has been opened, providing brands with specific insights about consumption occasions.  

Consumers who scan the DMC code can access special promotions, games or information about the brand that is relevant to their region.

The technology will be available from Q1, 2016.

What does it bring consumers?​

Crown introduced the technology at Brau Beviale last week. Matt Twiss, marketing and business development director, Crown Bevcan Europe and Middle East, told BeverageDaily the company is working with brands ahead of making the technology available next year.  

Consumers can access interactive data via an app, which allows them to interact with the brand on their smartphone or tablet.

“When they open the beverage can, they have the ability to scan the code which is located under the tab, and that gives them the ability to interact with that particular pack,”​ said Twiss.

“An interesting fact is that each code is unique. Every single can is different. So when they scan the code, they will potentially be taken to the brand owner’s website – they can enter into a competition, scan a number of different codes and collect with the ability to have a money off coupon, or enter an environment where they learn more about the brand. That could be how a particular beer is brewed , the location where it is, maybe it takes them to music content or video.”​

It also means a consumer could scan the tab and receive an offer for an event – such as a football match – happening in the same city, the same weekend.

“When a brand owner fills that can, they will know which specific ends they’ve put onto those cans. When they deliver them to a specific geographical location, they can associate a promotion with that particular geographical region.” ​

What does it bring the brand?​

Putting unique codes on cans means that brands know a lot more about who their consumers are, and when and where they are consuming the beverage.

Because the DMC is located under the tab, the code can only be scanned by the person consuming the beverage. This is different to QR codes which can potentially be scanned by anyone who comes into contact with the product – the shopper could be a different person to the consumer, for example.

“There’s a big difference between the person who purchases the pack and the person who actually consumes the beverage.  The person who consumes the beverage is the person the brand really wants to interact with,” ​said Twiss.