London-based technology firm Buyerdock has launched a new web app it says can help brands adapt to new EU packaging legislation and meet a growing demand for sustainability information.
Jan. 1, 2023, new EU laws will require brands that export to France and Italy to provide recycling information on all consumer product labels. Failure to comply with the new rules—part of national efforts to reduce waste and improve sustainability—could result in fines of up to 10 percent of turnover or other penalties.
Buyerdock says any brand hosting product information on its app will have the ability to update or publish new messaging without having to alter the packaging of their products. The company says this will enable brands to meet the consumer and business needs of today and rapidly adapt to those of tomorrow through one easy, flexible and cost-effective solution.
Buyerdock says its app enables brands to create new messaging and marketing opportunities through GS1-powered 2D-QR codes that can be printed on-pack. The barcodes offer a range of features that can help businesses meet a wide range of needs by instantly connecting consumers to real-time content via a smartphone. The company says that London-based GS1 UK Ltd. is the only authorized provider of unique Global Trade Item Numbers (GTIN) used to create barcodes, most commonly used at the point of sale.
Jonathan Sparkes, CEO of Buyerdock, says, “Buyerdock is transforming the way brands deliver information on packaging. The use of 2D-QR codes will future-proof brands against a tide of incoming regulation—and ensure brand owners do not suffer heavy penalties for flouting new laws around sustainability. Through the ability to provide more information, it will also help to make product data transparent, accessible, easily updated and safer for consumers, and create incredible opportunities for brands to engage with customers.”
The company says brands that sign up with its app will be able to get 2D-QR codes for free. To unlock the full scope of features on the app that ensure compliance with local regulations, there is a charge of 1 euro per SKU per month. Each 2D-QR code can store the recycling information required digitally via a web app, instead of on the product, which the company says will reduce clutter and free up valuable real estate on packaging.
According to Buyerdock, some additional benefits of using its new app include:
- the ability to forge direct relationships with customers through an array of digitally stored information, including recycling, sustainability, nutrition, promotions, social media, certifications and more;
- reduced packaging costs—information can be stored and delivered digitally, reducing packaging, costs and environmental impact;
- simplicity and efficiency—one interface for all communication requirements in all markets, which helps to reduce brand overheads;
- easy access for customers via a QR code scan on a smartphone, with no app download or registration required; and
- the delivery of trusted information, including allergens and nutrition, which helps to make products more accessible for customers.
“We’re thrilled to launch this product at a time when brands need to stay one step ahead of new regulations, and customers demand more information about what they are buying,” Sparkes says. “Our initial testing has shown that the sustainability and allergens tabs are the most clicked, which reveals how important this information is to consumers. The web app will help to build trust and transparency in an industry that is changing fast.”
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