Challenge: Overcoming the idea gap.
Every crafter knows the story – you’re browsing the shelves of your local craft store, looking for a specific product, or waiting for inspiration to strike. Something catches your eye, but you’re not quite sure what to make with it. Is it best used for a baby blanket? Or for an amigurumi animal? What colors should you pair it with? And where will you find the correct pattern to bring your idea to life?
The team at Spinrite recognized the idea gap to be a significant hurdle in the crafters' buying process. On their website, Yarnspirations, they were already sharing patterns and ideas. They went looking for a solution that would help them bring the ideas from their site and put them right in the hands of in-store shoppers, overcoming the gap between their ideas and reality to sell more yarn.
Solution: Dynamic QR Codes for product packaging
The Spinrite team included a QR Code with a call to “get free patterns” on all their packaging.
They’re passionate about providing ideas to crafters because “It helps us overcome the ‘I love this yarn, but I’m not sure what to do with it’ objection we often hear,” a Marketing Manager at Spinrite says.
“My favorite parts of the solution are the dynamic QR Codes and the landing pages. Between those two, we can put QR Codes on product packaging and direct them to a landing page without having to use a ton of resources on our end. We’re also free to be agile, test and change our links and landing pages as we evolve our strategy,” they add.
Dynamic QR Codes are central to the Spinrite yarn strategy. With other QR Code solutions, the Spinrite team is tied to just one static link that can’t change after it’s printed.
With the ability to print just one QR Code and then change where it directs as needed, the team is free to monitor scans and activity on their landing pages and iterate as they’d like to.
The team also mentions that they heavily use Uniqode analytics. While the platform provides a wealth of information, they use it to monitor specific product scans and scans by geographic location. This single source of truth helps them understand what’s happening in stores and continue to deliver online experiences that match customer preferences.
A great example of this strategy is their launch of an innovative product to help crocheters get five-color granny squares with just one ball of yarn. While this yarn is geared towards beginners and experienced crocheters alike, there is a specific way to use the yarn for the best results.
The team included a QR Code that takes people to a how-to page with step-by-step instructions, videos, and pictures of finished projects.
How dynamic QR Codes and easy-to-setup landing pages helped Sprinrite Yarns educate and inspire customers.
Educating your customers on how to use your product in-store has historically been one of the biggest challenges many DIY and craft brands face. With the combination of Dynamic QR Codes and no-code landing pages, marketing, and e-commerce teams are now able to reach customers and overcome their objections, even when they’re buying in stores.
Here’s how Spinrite Yarns did just that:
- They started by setting up Dynamic QR Codes that directed people to a general patterns page. Dynamic QR Codes let you track and edit without having to reprint – critical for product packaging.
- When it was time to launch an innovative offering, they set up no-code Linkpages that not only directed crafters to the right places, including patterns, ideas, and inspiration, but also gave the Spinrite team the flexibility to keep the content up to date.
- They used the Uniqode platform analytics to monitor the total number of scans, geographic locations of scans, and scans over time and used these analytics to create new campaigns and offerings.
Results: Granny squares-specific yarn launch gets 17,546 scans in just a few months
The launch of the granny squares-specific yarn was a success. The customer-education-focused strategy paid off, allowing them to sell the yarn in stores. The marketing manager adds, “We monitor our success by looking at the overall scans and pattern downloads.”
Summing up her experience with Uniqode, the Marketing Manager says, “Uniqode is not just a QR Code generator. There are opportunities to get to know your customers better based on how they interact with your QR Codes. The link pages also unlock easy-to-operate, agile experiences.”
Learn more about how Uniqode can help you educate and inspire your customers with easy-to-setup, agile campaigns.
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