Spoiler Alert: It's not-so black and white

Since the pandemic, we have noticed more and more wineries giving QR codes a go. Others are asking us - yay or nay? We don't have a one-size-fits-all answer, but we do have some information to consider and tips for providing collateral that will assist in wine and club sales.

WISE Best Practice: Every single guest should receive a list of wines being tasted with descriptors, pricing and room for notes plus a full price list, order form, club brochure and a pen.

Pros of QR Codes

1. Saving Paper Saves Money: This is a big one. If you are providing 5 pieces of paper to each guest, that can really add up (and cut into your budget)! Of course, not all collateral needs to be a full sheet with color printing, but we get it, it's still a lot. Cut costs by offering a QR code option for the menu and club brochure.
2. Saving Paper Saves the Planet Too: More and more guests are savvy to the state of Earth's climate and obvious attempts to be eco-Friendly are a selling point for these guests. Win these guests over by offering a QR code option for the menu and club brochure. 
3. QR Codes Take your Customer to your Website: Yes, the link can take them right to the menu, but they should have access to your website as well. When they see your beautiful site, full of photos, videos, stories, and products, they will have a better understanding of your brand. When they go home, your brand is still in their pocket to peruse and share (assuming they didn't exit out of the browser). Maybe they will join the club after all, or subscribe to your emails. 
4. Paperless Makes for Easy Cleanup: Less trash to throw away and take out. Less blowing away on a windy day outside. Yep - that's appealing!
5. It's Easy to Collect Contact Data: Some guests prefer to enter their contact data or club sign up themselves. It's often quicker and easier and doesn't require a server this way.

Cons of QR Codes

1. Smart Phones Out at the Table: Once your guests start looking at their phone, they are less likely to connect and converse with each other. It could also be more challenging for the server to get their attention. 
2. Not all Guests find QR Codes as 'Easy': Some people, especially the older generations, are not so keen on the idea of using their smart phone in a new way. Some people don't even have a smart phone yet! If you are going to use QR codes, staff should be prepared to help guests use them. Better yet, have a little paper collateral available as a backup. Our guests want to interact with us in different ways - not every guest is created equal, so let's meet them where they're comfortable.
3. Technical Difficulties: Websites crash, internet goes out, service can be spotty out in the vineyard...be sure to expect the unexpected when relying on technology!
4. Kinesthetic Learners: Some people need to physically be doing something to learn. For those, having pen and paper available is key to making sales to them. Others are visual or auditory, so have different means for different guests, or use a combination. 
5. Subconscious Selling Tools: Similarly to point #4, having a physical piece of paper can plan more subconscious reasons for people to buy. Consider catalogs in the mail - no one fills out the form these days, but they always have the form there. It's to help people start thinking about purchasing.

Don't know how to make a QR Code? Google "QR Code Generator." All you'll need is the weblink. It's quick and easy!

Want to try them? Here is What We Suggest:

1. We are pro QR Code OPTIONS but don't force it. Offer QR codes for the menu and club brochure EARLY in the experience (as they are taking their seats) but be prepared to bring paper to any guest who would prefer it. 
2. Still Provide an Order Form and/or Price List on Paper and include a pen! Many guests will write notes during their tasting, if given the chance. Not only do these notes help them, it helps your server! Watch for buying signals such as stars, happy faces, or other notes that imply they want to take a wine (or wines) home with them.
   • To save on paper, your order form can usually be pretty small - no need to print full sided. Alternatively, order forms can be combined with other materials (like your price list, tasting menu, etc.) 
   • If you have a very large wine list, consider bringing out a full menu for the table to share with plastic protection - like a restaurant menu. But each guest should have the tasting menu in their hands.
   • Branded pens/pencils are totally optional, but it's an easy way to get your brand in your guest's hands beyond the one visit.
3. Continue to Use your Collateral as a Sales Tool: If your club brochure is in a QR code, be sure to invite your guests to open it- don't just assume they'll look it up. And don't assume they'll sign up online, even if there is a handy link - Continue to use features and benefits selling throughout the tasting and close the sale by ASKING if they'd like to join towards the end of the experience. 
4. Data Collection Shouldn't be Forced: If servers should still be doing the heavy lifting when it comes to selling wine, the club, and inviting guests to leave contact info. Be careful not to 'trick' your guests into data collection by requiring email addresses as a pre-requisite for menu access - not only will this potentially stop people from accessing it, but you could also start sending Emails to people who don't want them, which makes people angry and can get you flagged for spam. A link to sign up is a good idea though, as it is an invitation. 
5. Use them to Provide MORE: QR codes can also be used to share upcoming events, tasting notes and backstories, photos/videos from production, etc. - things some people want but can clutter a tasting menu. Get creative and think "surprise & delight." 

Consider the Platinum Rule: Treat others how THEY want to be treated. To do this, you need to ask questions. "Would you prefer a digital or paper menu?" is a great place to start.

We think it's great to save paper, save the earth, and save money. Let's just be sure we are continuing to provide the silent selling materials that are proven to work and guests expect, in the way that is best for each guest.