How Iwi Life Educates Customers with QR Codes

iwi life is a plant-based supplement company with a sustainable mission. Its flagship product is an Omega-3 supplement that is grown sustainably on sea algae farms in the deserts of New Mexico using only recycled salt water and energy from sunlight. The company was started in 2016. Its products are currently sold in Vitamin Shoppe, Whole Foods, HEB, Sprouts, Amazon, and via its Shopify store. 

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It has a very different approach compared to traditional Omega-3 brands that are derived from fish and krill oil. What most people don’t know is that fish and krill, don’t generate any Omega-3. It comes from algae. iwi life skips the fish which puts less strain on ocean life and goes directly to the source in an efficient and sustainable way.    

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Challenge

iwi life’s biggest challenge is differentiation in a retail setting. In retailers, iwi life sits on the shelf next to many different Omega-3 supplements. All of those products are manufactured with fish and krill oils. Not only is iwi life different in how it harvests Omega-3, but it also is unique in that it’s a complete supplement with many other naturally occurring fatty acids which allows for 1.7x the absorption than fish and krill oils. 

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iwi life had no way to share that and their compelling sustainability story. They had been testing out QR codes with Beaconstac, but it was “very basic and had no personality.” It simply acted as a redirect to Product Detail Pages. 

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Their initial test with QR codes left them desiring more. “I wanted to create custom experiences, without having to develop a landing page.” says e-commerce manager, Carlos Baldominos.