Hozelock integrates smart QR codes to bridge product engagement gap

The smart codes, available on products at retailers like B&Q, direct customers to content tailored to their specific market and device language. This digital layer addresses a significant challenge for technical garden equipment, where physical packaging space limits the amount of instructional material a brand can provide. Beyond simple guidance, the infrastructure prepares Hozelock for future regulatory demands, such as Digital Product Passports.

Data collected between November 2025 and August 2026 underscores the effectiveness of this approach. The initiative generated 11,399 scans across 63 product SKUs, with an average dwell time of 19 seconds—well above the 7.4-second industry average. According to Polytag CEO Alice Rackley, this visibility into post-purchase behavior is transformative for brands managing complex international markets. Hozelock has also leveraged the technology as a marketing tool, using codes on event invitations to share teaser content for upcoming launches at exhibitions like Spoga+Gafa and Glee.