UNFI shared that, as consumer demand for product information and insights grows, the company is working to increase access to additional information and provide product transparency on the shelf. Most in-store shoppers consult their mobile phones about products, and Smart Shelf Tags engage shoppers with targeted content direct from suppliers while they’re physically shopping in the grocery aisle. The tags also work to increase product transparency, create a touchpoint between suppliers and shoppers, and can help grocery retailers build consumer loyalty and trust.

UNFI reported that, while the ELi QR Codes used on Smart Shelf Tags look like QR codes, they are more secure. They provide a scannable code, and incorporate the back-end content to which users are directed. The content for an ELi QR Code is sourced from the supplier, and automatically populates for each individual UPC.

ELi QR Code content may include:

• promotional offers
• nutrition and allergen information
• testimonials
• traceability information
• brand stories
• videos
• images.

An upside for retailers is that they never have to source, manage, or updat content, and the codes are automatically printed on the tags.

Cornerstone has built more than 120,000 ELi QR Codes, including thousands from prominent consumer packaged goods (CPG) brands and new and emerging brands alike.

“UNFI is excited to enable better transparency and communication between our suppliers, retailers, and shoppers,” said John Raiche, Executive Vice President of Supplier Services & Merchandising at UNFI, in the release. “Consumers have shown that they care about the values and beliefs of the brands they purchase, and with Smart Shelf Tags, suppliers can communicate directly with shoppers about their products and tell the stories behind their brands.”