Notes:
* Anna Woods - founder of JUX * JUX is an advanced food tech company to allow people to eat an enriched, plant based diet with their super ingredients * orca scan connection - worked with Cambridge accelerate - connecting cambridge start ups, thats where we came across orca * new brand, starting to role out to customers, why interested in investigating new barcodes? digital link? * consumer facing business, customer experience is top priortiy, * disruptor brand, challenger brand * want to rethink all element of consumer experience with products * thought fantastic opportunity in retail space, build deeper connection with consumer * gain deeper insights on consumers * make well informed decisionsJourney so far?
- grew up on farm, interested in food
- mix of experiences led me to this
- difficult it is to access plant enriched diet,
- people don’t know a lot about health benefits
- D2C?
- retail is so important, despite changes with economic shifts
- brand discovery
- maintain relationships - biggest appeal
- deepen connection and engagement
- no other solution to allow us to do it,
- auto updates, buildable, exciting, appealing, flesh out consumer experience, not static
implementing DL?
- takes longer than you think,
- we’re excited to see how official web launches, how we’ll sell and connect
- selling through sales trials currently but want to see how it goes next
- easy to implement DL for us, thanks to orca scan help
- barcodes?
- spoken to consumers at trade fairs, web was not fleshed out, so barcodes allowed us to have more information avaliable
- information on barcode - brand, concept, recipes pages, links to products, extra not on label, best seller bundles, business info, purchase
- key feedback: need more of how to use products
- more data and insights we can leverage listings,
- more precise info to share with retailers, to sell further, trying to rethink everything for how consumers engage with us, timely alongside new DL (challenger app)
- explain messaging through DL
- sustainable message
- develop product sourcing
expectations as result of this implementation?
- understand customers much more,
- how they use our prodycts
- what theyre scanning
- clicking on?
- get in touch, connecting with us
- knowing what a consumer wants from us - to help us understand customers for other platforms, what we should be focusing on, what they want/ dont want, to gain as many insights as possible on consumer behaviour
- informed decisions!
what would you say to other brands considering using digital link?
- definitely use it, its a fantastic tool to help empower consumers with more information
- help with confidence in purchasing
- if you have complicated needs or allergies etc, this is a great way to relay this information from your brand to consumers
- previously this has been limited by label space
- really important tool to build trust with brands and consumers
- build knowledge between brands and consumers
Quotes:
- “maintaining relationships was the biggest appeal to us”
- we want to deepen connections and engagement with consumers, and no other solution allows us to do this”
- “we are a consumer facing business so customer experience is top priority”
- “this was a fantastic opportunity in the retail space for us to build deeper connections with consumer”
- “definitely use it, its a fantastic tool to help empower consumers with more information”
- “if you have complicated needs or allergies, this is a great way to relay information from brand to consumers”
JUX Food drives the nation into a nutritious revolution with plant-based supplements crafted from exceptional super ingredients. What sets them apart is their unique approach to dried foods, taking ingredients that usually last a week and giving them years of shelf life using clever technology inspired by NASA.
Anna completed an MBA at Cambridge University Judge Business School, followed by the Cambridge Accelerate Programme, where she was introduced to Orca Scan’s GS1 Digital Link innovation and jumped at the opportunity to join the pilot programme👇
The Challenges
In 2019, Anna delved into the food-tech space driven by personal health challenges that conventional treatments couldn’t solve. Her commitment to promoting the importance of good gut health inspired her to create JUX Food.
Before launching to a mass market, Anna needed to understand her target consumers’ preferences, what they liked, how they shopped, and how to connect with them effectively while identifying potential pitfalls. To help with this challenge, Luther Phillips, Accelerate Programme Manager at Cambridge Judge Business School, introduced Anna to the Orca Scan team to explore how the Digital Link Solution might help.
We are a consumer-facing business, so customer experience is a top priorityAnna WoodFounderJUX Foods
As a keen disruptor brand in a retail space, the JUX team wanted to understand as much as possible about their customers before engaging with them to maximise compelling, insightful and well-informed brand decisions.
A Little Bit of Context
Anna grew up in rural Norfolk with her family, who lived and worked on a farm. She saw first-hand the care and attention that goes into growing food crops. She also experienced the opposing side to food production: over-processing, mass food waste, emissions, and inflation. This problem needed an intelligent solution, and that innovative solution was JUX Food.
This was a fantastic opportunity for us to build deeper connections with consumers in the retail spaceAnna WoodFounderJUX Foods
The Direct-to-Consumer brand aims to change consumers’ approach to healthy, plant-based foods by providing consumers with education about the importance of a plant-enriched diet. So when Anna discovered the Digital Link Solution pilot, she knew it would give her the most effective way of reaching her target consumers - through technology.
The Solution
GS1-powered QR codes, also known as Digital link, is a new 2D barcode standard from GS1. It connects trillions of retail products worldwide to the internet by providing each product with its unique web address and home page that can be modified in real time.
JUX Food began trialling GS1 Digital Link on their products at local events and trade shows, including the BBC Good Food Show, as a way of connecting with their consumers long-term, even after events and trade shows end👏
We’ve spoken to consumers at trade fairs, before our website was fully fleshed out and these barcodes allowed us to have more information available for consumersAnna WoodFounderJUX Foods
Using Orca Scan, the JUX team used the dedicated GS1 Digital Link solution to upload all product details for each product they wanted to create a barcode for. The solution then pulls all the relevant data, such as nutritional and allergen information, and the JUX team can add any additional information they’d like to give the consumer, including links to social pages, recipes and promotions.
Digital Link is a great way to relay information from brand to consumer if they have complicated needs or allergiesAnna WoodFounderJUX Foods
Has the solution been successful?
Since implementing our GS1 Digital Link Solution and GS1-powered QR codes, Anna and the team have gained important insights into their customers’ wants and needs. They’re continuing to understand how consumers use their plant-enriched super foods, which website links are most useful, how customers reach out for assistance and where they make regular purchases. These insights have proven invaluable during their website development and as they prepared to go to market.
It is a fantastic tool to help empower consumers with more information. The QR codes help with building their confidence in purchasing, as we can relay extra information that previously would have been limited by label spaceAnna WoodFounderJUX Foods
The dynamic nature of GS1-powered QR codes and the GS1 Digital Link solution has enabled the JUX team to communicate effectively with their consumers without costly product re-packaging or advertising. Resulting in significant time and cost savings that are crucial for a young challenger brand.
By harnessing Orca Scan’s GS1 Digital Link Solution, the JUX team are empowered with consumer insights and has strengthened their market position as they hit the shelves.
Thank you
A big thank you to Anna and the JUX Food team for participating in our GS1 Digital Link pilot! We’re so excited to see what happens with the Nutrition Revolution! 👊 🚀
Are you a retail brand that wants to upgrade to the latest technology before 2027? Get in touch, and we’ll help you get set up.