Instant Reorders — Our Partnership with Batch

No other technology has made a comeback like the QR code during the pandemic. What once was a symbol of technological deficiencies has become the calling card of new, touch-free connections between the offline and new online world we find ourselves in today.

Batch, an upstart tech company out of New York, looked to the QR code comeback to launch a one-of-a-kind reorder experience for brands— Enabling a new level of convenience for consumers when looking to reorder products that have recently run dry.

By pairing QR codes on product packaging with native, iOS-based AppClips, users can enjoy app-like reordering on the iPhones without ever having to download a clunky app.

We looked to Doolies, a new brand in our portfolio, to pilot the experience. Integration, setup, and deployment took mere days as we were quickly up and running, providing this new service to busy families across the country.

The consumer flow...

1. Product runs out / needs for reorder.
2. Scan code on package.
3. Select product to reorder
4. Checkout with Apple Pay or other streamlined payment services.

With just a few taps, the entire experience takes less than 5 seconds — Crucial for busy parents that now rely on Doolies to keep their families healthy and regular.

Why is this important?

• The?simplicity?of the user experience outlined above is the magic of this technology. Current online ecommerce flows require investment from the user to browse, add to cart, and, even in a logged-in state, checkout.
• Batch leverages new AppClip technology to deliver?an app-like user experience?without the need for a download. Brands can customize this to their liking while still providing this unique interface across brands and portfolios.?

What is next?

The current experience is based on a partnership with Shopify, limiting the service to our DTC initiatives. We look forward to working with the Batch team to customize the service to support our core customers and products at General Mills.