Nestlé Confectionery is Trialling Accessible QR Codes
Michael Hemsworth — September 23, 2024 — Marketing
References: nestle & talkingretail
Nestlé Confectionery is trialling new Accessible QR codes in the UK to help shoppers who are blind and partially sighted to more intuitively retrieve information pertaining to product specifics. The QR codes will be observed on KitKat and Quality Street products, which can be scanned via the shopper's smartphone to get information on dietary requirements, allergens and usage instructions. The information will be presented to the shopper in large font formats as well as using audible screen reader technology to accommodate the accessibility needs of many consumers.
Sustainability Manager for Nestlé Confectionery UK & Ireland Sarah Drakes spoke on the new Accessible QR codes saying, "By introducing Accessible QR codes on KitKat and Quality Street packs, we hope to make a significant and positive difference to the shopping experience of our blind and partially sighted customers. We’re looking forward to gathering the results of the trial and value the feedback from our loyal KitKat and Quality Street fans. Their input will guide us as we look at how to maximise packaging accessibility for all Nestlé Confectionery fans in the future.”
Sustainability Manager for Nestlé Confectionery UK & Ireland Sarah Drakes spoke on the new Accessible QR codes saying, "By introducing Accessible QR codes on KitKat and Quality Street packs, we hope to make a significant and positive difference to the shopping experience of our blind and partially sighted customers. We’re looking forward to gathering the results of the trial and value the feedback from our loyal KitKat and Quality Street fans. Their input will guide us as we look at how to maximise packaging accessibility for all Nestlé Confectionery fans in the future.”
Trend Themes
1. Accessible QR Codes - Enhanced QR codes enable users with visual impairments to easily access product information via auditory and large font formats.
2. Inclusive Packaging - Product packaging is evolving to be more inclusive, providing accessible information to those with disabilities for a better shopping experience.
3. Smartphone-enabled Accessibility - Increasing use of smartphones and associated technologies to aid consumers with disabilities reflects a broader push towards technological inclusivity.
Industry Implications
1. Confectionery - The confectionery industry is leveraging technology to promote inclusivity and improve product information accessibility for visually impaired consumers.
2. Retail - Enhancing retail packaging with accessible technology supports a more inclusive shopping environment and better customer satisfaction.
3. Assistive Technology - Rapid advancements in assistive technology are being integrated into daily consumer products to cater to the needs of individuals with disabilities.
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