QR Codes – Integrating In-store and Mobile Strategy

Sat Aug 21, 2010 0 Comments

QR (quick response) codes… What are they? What do they mean for retailers? Is anyone using them and why should I care?

Mobile phones will soon outnumber desktop computers. QR codes present retailers an excellent opportunity to integrate their in-store and mobile strategies to assist the shopper throughout the path to purchase.

So what the heck are these things? Think of QR codes as the barcodes currently read by the cashier at your local retailer. Those codes contain product information such as pricing, sku, inventory info, etc.; scanning the info enables them to move you quickly through checkout, and if you are part of the part of loyalty program, then it also uploads a history of your purchases to your account.

QR codes are the same thing – but these are scannable by mobile phones – and any company can put whatever information inside the code that they would like. Think of that for a moment… you could put on your shelves or in advertising campaigns all the same amount of information about a product that you may have on your website.

I’ll give you an example, chicken. A customer scans the chicken package with their mobile phone and they are redirected to your mobile website or application and information such as nutrition information, coupons, recipe ideas can all be displayed. For the retailer, you can collect information in return about the shopper, the time and place she scanned that code, and even whether she bought the product.

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Here is a really cool example of QR codes in action that had measurable results. It’s a great example of blending creative marketing and technology to generate awareness and boost sales. Zoo Records, an independent CD store in Hong Kong, commissioned the craft of these beautiful street art designs to promote lesser-known artists that lack the marketing support of the big record labels. Check out the video below, skip to 0:53 to see the program in action.

Not convinced? U.S. retailers have been experimenting with QR codes in many different ways, here are a few examples:

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Dick’s Sporting Goods displayed a QR code on the JumboTron during a football game. The fans took pictures of the QR code which connected them to their website where they were offered discounts on purchases.

McDonald’s uses QR Codes on its packaging in Japan so consumers can access nutritional information, and review the amount of calories, fat, and carbohydrates in their meal.

Ralph Lauren uses QR Codes in print ads, store placements, and mailers. The QR Codes gave consumers access to their style guides, limited edition collections and exclusive video content.

Pepsi printed QR codes on bottles that redirected users to a custom landing page to view content.

Audi made a giant QR code out of people holding black and white squares in a video advertisement.

Lego created QR code advertisement using Lego blocks.

QR codes are soon to be everywhere. QR Codes are not widely used in the US yet, but the possibilities are endless and they provide an attractive and low-cost alternative for creating a unique multi-channel experience. Everyone has a mobile phone with a built in camera and already knows how to take a picture making the adoption of this technology very easy to use.

Are QR codes part of your in-store strategy? Want to hear more about the subject? Drop us a line in the comments.