UNFI Launches Smart Shelf Tag Initiative

United Natural Foods, Inc. (UNFI) has reached an agreement with Cornerstone for Natural to bring its Smart Shelf Tag program to UNFI’s suppliers and retailers. 

Smart Shelf Tags contain ELi QR Codes, an enhanced, more secure version of a QR code, which can be scanned to provide shoppers with additional product information and rich digital content on their mobile phones without requiring an app. Smart Shelf Tags allow suppliers and retailers to engage and educate consumers while they’re shopping in-store.

As consumer demand for product information and insights grows, UNFI said it is working to increase access to additional information and provide product transparency on the shelf. As most in-store shoppers consult their mobile phones about products, these Smart Shelf Tags are designed to engage shoppers with targeted content directly from suppliers while they’re physically shopping in the grocery aisle. In addition, the tags increase product transparency, create a touchpoint between suppliers and shoppers, and can help grocery retailers build consumer loyalty and trust.

While the ELi QR Codes used on Smart Shelf Tags look like familiar QR codes, they are more secure. They not only provide a scannable code, they also incorporate the back-end content to which users are directed. The content for an ELi QR Code is sourced from the supplier, automatically populates for each individual UPC, and may include promotional offers, nutrition and allergen information, testimonials, traceability information, brand stories, videos, and images. Retailers never have to source, manage, or update content and the codes are automatically printed on the tags. Cornerstone has built more than 120,000 ELi QR Codes, thousands from prominent consumer packaged goods (CPG) brands and new and emerging brands alike.

“UNFI is excited to enable better transparency and communication between our suppliers, retailers, and shoppers,” said John Raiche, executive vice president of Supplier Services & Merchandising at UNFI. “Consumers have shown that they care about the values and beliefs of the brands they purchase, and with Smart Shelf Tags, suppliers can communicate directly with shoppers about their products and tell the stories behind their brands.”

“Retail is changing, and we need to change with it,” said David Williams, Cornerstone’s EVP of Business Development. “Retailers and brands need to work together to engage and educate their shoppers and our smart shelf tags provide this unique opportunity, helping with decision-making at a key point of purchase in the store."