A Winemaker’s Tease: Quick Response Codes on Wine Labels as an Interactive Communication Tool in Phygital Wine Retailing

ABSTRACT The goal of this study is to investigate which impact the multimodal (verbo‐visual) design of QR codes on wine labels exerts on consumers' scanning intentions. For this purpose, we conduct an ethnographic study in the wine section of a large supermarket as well as interviews with both experts in wine marketing and wine consumers. Subsequently, we perform an experiment (survey) among wine consumers ( n = 445). Drawing upon semiotic theory, as visual stimuli we use a traditional square‐shaped QR code (symbol) and a modern glass‐shaped QR code (icon). As verbal stimuli, we choose the calls to action “Scan me” and “Pair this wine with food,” with the latter proposing a benefit the consumer may derive from scanning. We apply the Uses and Gratifications Theory to develop our research model. The analysis of the resulting four verbo‐visual combinations reveals differences in effectiveness, that is, scanning propensity. Specifically, the co‐occurrence of a glass‐shaped QR code with the verbal cues “Scan me” elicits the highest levels of scanning intentions. In contrast, the combination of a square‐shaped QR code and the verbal cues “Scan me” leads to the lowest scanning intentions. The verbo‐visual design glass‐shaped/“Scan me” evokes the highest level of scanning intentions among younger consumers (18–29 years). Since this age group consumes less wine than other cohorts, wine marketers may opt for this verbo‐visual design of QR codes when addressing younger, that is, potentially new customers. Hence, wine marketers are advised to combine an iconic visual representation with the call to action “Scan me”.