Tetra Pak has teamed up with Dutch Mill Company to revolutionize the UHT milk packaging industry by embedding QR codes on its products, aiming to bolster consumer engagement and data collection through its innovative "Dutch Mill Point Rewards" program. This collaboration marks a significant step as consumers increasingly seek connections between their purchases and greater involvement with brands.
Suphanat Rattanathip, the Marketing Director of Tetra Pak Thailand, expressed strong optimism about the initiative, emphasizing the importance of adapting to changing consumer behaviors. “We see the QR code application as not only enhancing customer experiences but also providing strengths for our brand to know consumer data for targeted campaigns,” he stated. The company's objective aligns with current market trends where health, convenience, sustainability, and meaningful experiences are at the forefront of consumer interests.
The campaign's foundation is the recognition of the modern consumer's desire for enhanced interaction with brands. A survey revealed startling statistics, with 85% of Thai consumers prioritizing the search for inspiration and exciting experiences. Consequently, many brands, including Dutch Mill, are creatively enhancing their packaging. These QR codes are not merely informational; they represent innovative marketing strategies aimed at cultivating relationships with consumers.
Marketing Manager at Dutch Mill, Jitipon Trairatworawut, shared insights on the challenges posed by QR code placement on packaging. “This QR code positioning is challenging, as it must be done carefully to avoid being scanned by those who are not actual consumers,” he noted. The careful integration of QR codes on UHT milk cartons is part of the design process, ensuring they are positioned securely to guarantee genuine consumer interaction.
Each QR code will be uniquely generated for various products, including yogurt drinks, Dina brand milk, and other offerings. This initiative aims for the creation of up to one billion QR codes, which not only enables the accumulation of points but also allows for real-time monitoring of consumer preferences, frequency of purchases, and product popularity.
The "Dutch Mill Point Rewards" program empowers consumers by allowing them to earn points through specific purchases, redeemable for discounts and exclusive prizes. Since its launch, the program is already drawing interest from various demographics, spanning from children to Gen Y consumers. With yogurt sales constituting around 60% of total revenue, Dutch Mill's commitment to fostering brand loyalty through such innovations is evident.
Looking forward, the company doesn't just aim to maintain its market position; it has plans to expand, particularly targeting the lucrative American market. This move signals broader ambitions to increase international sales proportions from the current 20%. Jitipon expressed confidence about this venture, noting the potential of the U.S. market as one of high growth opportunities.
With the mission of being consumer-centric backed by advanced technology, Dutch Mill is determined to embrace the trend of "Experience More," which dovetails beautifully with the modern consumer’s appetite for greater engagement with their favorite brands.
Now as the campaign prepares for its rollout alongside the QR code initiative, Dutch Mill is also set to refresh its brand image by introducing new faces to connect with younger audiences. The actress Kanyaware Harnpa is poised to join as the new brand ambassador for the Dina milk brand, adapting the communications strategy toward health-conscious consumers and the young generation.
With the backing of innovations and newfound engagement strategies, Tetra Pak and Dutch Mill's future looks promising. They are not merely selling milk; they are redefining the consumer experience; combining modern technology with traditional beverages to create health-conscious offerings with genuine interactions.
This partnership aligns with the growing trend of utilizing technology to promote food safety and health awareness, making it not just beneficial for consumers but also for the brands catering to their needs.
By integrating QR codes and dynamically responding to consumer interactions, Dutch Mill is setting the bars higher than ever for product engagement—a clear indicator of the brand's commitment to embracing the future of food safety and consumer health.
With such initiatives, the industry can expect not only developments within product lines but also enriching consumer experiences—leading to long-term loyalty and trust.