A new databar technology called greenscans allows consumers of Chelan Fresh apples to view grower videos on their smart phones by scanning the fruit sticker.

Databar app seen as inroad to consumer engagementThe technology, adopted by the Chelan, Wash.-based shipper, will provide an opportunity for the marketer to create a connection with customers, said Mac Riggan, vice president of marketing for the company.

Riggan said he was excited about the greenscans technology in relation to what it can do for bulk-displayed fruit.

“You can put a QR code on a bags, but what about all the fruit that is sold on a bulk display?,” he said April 16. “Now what (consumers) are able to do is scan a databar code and it takes you right to the grower videos or whatever else you want.”

Riggan said QR codes won’t go away, but greenscans will be embraced by fresh produce shippers because the technology uses the functionality of the databar.

“It acts just like QR code, but on a PLU label, there is no room for a QR code.”

To view the Chelan Fresh apple grower videos, a customer must download the greenscans app to his or her smart phone and then scan the databar. Riggan believes retailers will be eager to embrace the technology because it will represent an efficient way to engage consumers.

Currently, more than 50% of U.S. adults use their smart phones when shopping in stores, according to a news release from greenscans.

Consumers who download a free app to their smart phone called greenscans (gscan.it) and use the app to scan any product with a databar to learn about the product and the company.

Possible applications include direct links to company web sites, social media platforms and inviting consumers to “share” or “like” a product on Facebook. The app will also allow Chelan to send a direct message to consumers.

Paul Engelman, chief executive officer of Boone, N.C.-based greenscans, said in the release that greenscans is the first technology of its kind for databars. The greenscans app currently connects all registered databars to standard GS1 information by default and provides custom messaging for participating companies, according to the release. An updated version of the greenscans app is set for release in May and will feature expanded ability to connect consumers to the product, according to the release.

Juanita Gaglio, Southern California-based vice president of business development for greenscans, said the company is in talks with several other produce companies about bringing the technology to their marketing efforts. The company also is involved in the beginning stages of developing smart phone apps for a European Union food labeling initiative, she said.

Gaglio said the new generation of greenscans app, which is being utilized by Chelan, will give consumers a “dashboard” to view after seeing the grower videos.

“They can go to the website, or go to Facebook or recipes — any kind of other information,” she said April 16.

For further information on greenscans, visit the company website and Facebook page, where the app can also be downloaded.