Orora Visual has devised a program which sees plant buyers access more information about their purchases through a digital tag.
The recent launch of Orora Visual, a subsidiary of Orora Limited, will mean a stronger focus on print, digital and mobile solutions in packaging.
Orora Visual's latest project uses a mix of packaging and technology to help customers of a US home improvement retailer find the best plants for their gardens.
'Grow Together' codes have been added to plant tags used by Lowe’s to help them first find the plant, and secondly, retrieve information about the plant.
By texting the plant code to a phone number printed on each tag, customers are sent a link that takes them to a webpage outlining all they need to know about the plant, from planting and watering to feeding and pruning.
In addition to the commercials, the program is being promoted with banner ads on Lowes.com, on POP signs in-store, while a simple pocket guide produced by Orora Visual helps Lowe’s educate their employees.
Jack Davis, VP of sales and marketing for Orora Visual Horticultural, said over 60 per cent of customers keep plant tags for future reference, as they are not just a product label but serve as a user guide.
"However, the tags are not big enough to provide the level of detail that customers need to enjoy a successful and satisfying gardening experience after their purchase,” he said.
“Orora Visual developed the patent pending Grow Together code program and was the first to utilise text messaging to enable customers to quickly access additional information about plants not contained on the plant tag.
"Both technologies support the retailer by promoting consumer success and satisfaction which builds brands and leads to increased sales."
To support the plant tag program, Orora Visual maintains a database with valuable intelligence on over 15,000 plants compiled by Orora Visual’s own horticulturists, who update it daily.
The database not only populates the plant tags, but also updates the Lowe’s Plant Guide mobile website.
