Co-op has introduced NaviLens QR code technology across its own-label paper products, providing product information via audio and aiming to make it easier for visually impaired customers to identify products and shop more independently.
The technology uses high-contrast codes printed on product packaging which can be detected by the free NaviLens smartphone app. Apparently, the codes can be scanned from further away than standard QR codes and at wider angles, meaning users do not need to know exactly where the code is located.
When scanned, the codes provide audio information with the product information and specifications, such as product names and descriptions. Co-op shoppers will now find NaviLens codes printed on Co-op’s Single Roll Kitchen Towel, Co-op Roll Toilet Tissue (4 pack),Co-op Roll Toilet Tissue (24 pack) and Co-op Roll Kitchen Towel (4 pack). The products are produced in partnership with hygiene paper manufacturer WEPA.
NaviLens technology has also been implemented in other areas such as transport networks and retail environments. Co-op says its application within the grocery sector marks a continued expansion of its use in everyday settings.
The first four Co-op own-brand paper products featuring NaviLens codes are now available in store, with a phased rollout planned across all own-brand paper products.
Last year Strongbow collaborated with marketing agency Purple Goat to assess the accessibility of its drinks by directly adding a NaviLens QR code to its packaging, designed to help blind and partially sighted shoppers find and understand the product. When scanned, QR codes link to the NaviLens app which shares key details such as ingredients and ABV, as well as brand content and store navigation.
In January this year, HD Barcode revealed its HDInfoCode, an advanced 2D code designed for consumers with reading challenges, visual or hearing impairments, and more. Available through a free public app or in-store PC applications, HDInfoCode can be accessed offline and is recommended for use in medicine and food packaging.
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