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BizReport : Mobile Marketing : July 24, 2012


Marketers disappoint consumers with dull QR Code experiences

QR Codes haven't quite hit the marketing big-time but is that because consumers aren't interested or because marketers aren't providing the experience mobile consumers expect?

by Helen Leggatt

The shopper, intrigued by the small black-and-white box affixed to the changing room mirror, draws his smartphone from his pocket. He activates his device, finds the barcode scanning app, carefully aligns his screen with the image, waits for a successful scan and waits a little longer for the results.

He's disappointed.

All that time and effort and he's been served up a link to a product information website.

Not a good ending.

Unfortunately, this is the experience of many QR Code users. While brands have seen QR Codes as a "cool" way to interact with mobile consumers, most have done little except use the channel to disseminate information.

However, as studies have shown, consumers expect a little more. They want coupons, discounts or access to exclusive deals - something of value to take away from the experience.

With smartphone penetration continuing to rise, and more consumers trying out barcode scanning for the first time, marketers must go beyond the novelty of the application if they expect consumers to scan again and incorporate QR Codes into their discovery and purchase process.

When research firm Russell Herder asked consumers if they felt scanning a QR Code was worthwhile they replied:

• Always 3%
• Usually 28%
• Sometimes 52%
• Rarely 15%
• Never 2%

"The mere employment of QR Codes is not enough to drive consumer engagement and marketing results," said Carol Russell, CEO of Russell Herder. "It is important for marketers to know their audience and how they will react to this tool and, ultimately how to maximize the opportunity."

The shopper, intrigued by the small black-and-white box affixed to the changing room mirror, draws his smartphone from his pocket. He activates his device, finds the barcode scanning app, carefully aligns his screen with the image, waits for a successful scan and waits a little longer for the results.

He's delighted. With the discount voucher for the store he's in, he can buy the jeans he's just tried on and afford a t-shirt, too.

All that time and effort was worth it. He'll watch out for more.

A happy ending.

Tags: barcode scanning, consumer attitudes, mobile marketing, QR codes, retail










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  • Alan

    I understand the general idea of the article but why presume the retailer can afford to give away a T shirt-sized discount?

    There's so much more you could do with such codes than just spit out a discount coupon... 



http://www.bizreport.com/2012/07/marketers-disappoint-consumers-with-dull-qr-code-experiences.html

 

 

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