QR codes in retail are the next big thing, right? Clearly they are growing; it is less clear whether they will stick around or fade away. I half way feel like they are the betamax to the vhs of image recognition.

In the short term that is irrelevant since you are likely being asked about them already. So let’s focus on how to make the most of them. Recently on 11th screen, a great resource for all kinds of QR code examples, a QR code on the inside of a shoe was discussed.  The Fluevogs QR code experience truly enhances the purchase process and even the ownership.  I imagine they dream of someone saying “hey, nice shoes!” and the conversation ending up with the shoe in someone’s hands getting scanned and delivering content.
So this triggered the point of this post.

How do you handle content visibility for QR code content?

It is clearly great content or you wouldn’t have bothered.  Should it be available only through the QR code?  Linking QR code to your mobile video experience is fine but not targeted to the exact experience you want to deliver. Having QR code accessible through other channels means some of your best customers will scan the code in store and get repeat content. That is detrimental to the POP experience. It isn’t delight it is disappointment of expecting something new or inside but not discovering that type of content.
This leads to say the best QR code experience is exclusive.  This also frees you to think about the content in this way; it can speak directly to where the code is placed. You don’t have to worry about the context of it being on your Facebook page, in-store and on mobile simultaneously.

This means creating additional content that isn’t driving people to the store.  If we think about this in context of the purchase funnel, the value lied in widening the bottom of the funnel.  You have other programs that widen and drive people into the top of the funnel. A great QR code experience in store makes all those programs more effective.

QR codes are born to deliver dedicated content in a specific context. Success hinges on the content the QR code delivers.

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