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Ekaterina Walter is a social media strategist at Intel. She is a part of Intel’s Social Media Center of Excellence and is responsible for company-wide social media enablement and corporate social networking strategy. She was recently elected to serve on the board of directors of WOMMA.
QR codes have been around since the early ’90s, but only with the widespread adoption of smartphones and barcode-scanning apps have customers been able to easily access QR codes in significant numbers.
According to comScore, 20.1 million mobile phone owners in the U.S. used their devices to scan a QR code in the three-month average period ending October 2011. In the big scheme of things, this isn’t a large number. However, the number of people using QR codes is expected to grow.
Will QR codes reach widespread public consciousness, or are they destined to be a quirky aside for mainstream promotional campaigns? The trend towards increasingly complex personal technology suggests that the potential is there, but the question remains whether marketers will fully exploit the opportunities QR codes have to offer.
So, what can marketers do to take customers out of their comfort zones and try something new? The ability to access information won’t drive customers to a product’s site unless there’s a reason for them to do so. Below are some of the most creative, fun and interesting examples of QR code marketing that show QR codes have the potential to enrich the product experience and offer the customer real value.
1. Reinventing the Shopping Experience We've seen this a few months ago--very innovative
Global
supermarket giant Tesco solved the problem of enticing hard-working,
time-strapped Koreans into its stores by bringing the shopping
experience to them, with virtual stores based in subways and metro
stations.
Shoppers were encouraged to browse life-like images of supermarket shelves with their smartphones and scan the QR codes on products to add them to their shopping carts, all whilst waiting for the metro. Their purchases would then be delivered to them at home, with no need to carry heavy bags.
Shoppers were encouraged to browse life-like images of supermarket shelves with their smartphones and scan the QR codes on products to add them to their shopping carts, all whilst waiting for the metro. Their purchases would then be delivered to them at home, with no need to carry heavy bags.
2. Enhancing the User Experience
Some
savvy museums and art galleries have been quick to realize the
potential in QR codes for enhancing user experiences. Art galleries such
as The Cleveland Museum of Art place QR codes next to exhibits to
direct visitors to online or audio tours, or to provide more in-depth
information.
3. Streamlining the Customer’s Visit Very cool!
Stores
like Starbucks are using QR codes to streamline the way they interact
with customers. Rather than waiting in a long line to pay, customers can
now integrate their pre-loaded card and their phone app to pay more
quickly, as well as learn more about the products and stores.
4. Noting the Things You Enjoy
In
a restaurant and enjoying your wine? Rather than scribbling the name of
the winery on a napkin, restaurant-goers can now scan QR code wine
labels to find out more about the vineyard, the grape, and ordering
details.
Image courtesy of Flickr, rKrovs
Image courtesy of Flickr, rKrovs
5. Give Customers Something They Want
Mountain
Dew and Taco Bell partnered on a promotion in which customers scanned
QR codes on drink cups to get free music downloads. They knew their
customers: younger people interested in popular culture. The campaign
earned the companies over 200,000 downloads.
6. Providing Real-Time Information Maybe?
QR
codes can take customers to real-time updates anywhere where there is a
constant flow of information, for instance, train stations, bus stops,
department store sales, live events, restaurant specials or airline
booking.
Frankfurt, Germany recently introduced smart posters in train carriages, which provided commuters with travel information, transport connections, special events and points of interest, as well as special offers for travel card holders.
Frankfurt, Germany recently introduced smart posters in train carriages, which provided commuters with travel information, transport connections, special events and points of interest, as well as special offers for travel card holders.
7. Initiate Share-worthy Competitions
Verizon
recently ran a successful campaign that increased sales by an
incredible 200%. In-store customers scanned a QR code that shared their
competition entries on Facebook. If a friend used that link to buy a
Verizon mobile, the original customer would win a smartphone. Verizon
saw a $35,000 return on a $1,000 investment, plus brand awareness on
25,000 new Facebook profiles.
8. Personalized Gift Giving
This
past holiday season, retailer JCPenney allowed customers to add a
personal touch to their gifts. When you purchased a gift from any
JCPenney store, you received a "Santa Tag" with an accompanying QR code.
By scanning the code, the giver could record a personalized voice
message for the recipient. The the giver stuck the code on the package
like a gift card.
9. Help Your Customers Grow Their Businesses
Google
identified over 100,000 businesses in the U.S. as "Favorite Places on
Google," based on Google users' interactions with local business
listings. Each business received a window decal with a unique QR code,
which passersby could scan to find information about that business, read
reviews, star the business as their favorite and much more.
10. Share Modern Day Mixtapes
If
you would like to convey a musical message to your special someone,
create a modern day mixtape through Spotify. After creating a special
playlist on Spotify, send that special person a greeting card with the
QR code, the scan of which leads directly to the mix.
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