0

Tags Tell You Where Your Food Came From

Patrick Donnelly
Monday, May 16, 2011 at 9:00 AM
Mobile tagging in Whole Foods gives shoppers info while they grocery shop.

Whole Foods Microsoft Tag

This is a guest post by Patrick Donnelly. Donnelly is the creative producer for 2ergo, an international mobile business and marketing solutions company.

 

Whole Foods has already used Microsoft Tag to share recipes and provide a great mobile experience to its customers. However, this Tag in the dairy section gives the user a very informational experience, explaining the origins and freshness of this farmer's eggs. Upon scanning this Tag, a shopper is directed to a video that shows the farmer talking about his farm and chickens.

 

I think this simple media experience adds value to the physical product and makes customers feel they're getting more for their money. Not only is a shopper given a validation of the item's freshness, but they're also entertained. Since Whole Foods is being transparent and giving us the option to see how this product is produced, shoppers are likely to feel better about the quality of their purchase. Instead of a transaction, this becomes an experience via mobile video.

 

Not that any of the other eggs have anything to hide, but psychologically one may note that the other products don't have the same level of transparency. The use of mobile tags in this instance not only adds value to this particular carton, but also the culture of the Whole Foods brand.

 

How can you use mobile and Tags to lend value to your brand and products? Would you be more likely to buy a product if it had a mobile tag?

Industries

arrow

Best Practices for Using Tag

Design Tags that scan easily and offer an engaging mobile experience

arrow

WHY USE MICROSOFT TAG?

Capture customers in the moment and bring printed materials to life

arrow

MARKETING GOES MOBILE

Tag lets you engage people anytime, anywhere, from magazine ads to store aisles

Next 5 Articles

Duct Tape Prom Dresses and Tag

Thursday, May 12, 2011 at 10:00 AM

Going Camping with Coleman and Tag

Tuesday, May 10, 2011 at 11:00 AM

Tag Grows Engagement Among Gardeners

Thursday, May 05, 2011 at 1:00 PM

What Does Fashion Have to Do with Tagging?

Monday, May 02, 2011 at 11:00 AM

Bare Escentuals Uses Tag in Direct Mail

Wednesday, Apr 27, 2011 at 11:00 AM