Tuesday, September 20, 2011

QR codes: Function over Fun


QR codes were at the centre of a heated debate around whether social is a proven sales driver at shop.org, the e-commerce gurus' forum in Boston last week. They have their detractors, Bill Bass from Charming Shoppes, and their evangelists, Michael McCormick of Columbia Sportswear Co, to name but two.


On retail safari in Manhattan today we stumbled across two that resonated with the WGSN retail team not just because they had direct sales potential but because they were customer service orientated and above all USEFUL, a word not considered often enough by marketing teams when they set criteria for QR creation.


The first from Barnes & Noble is a code which lets students download and trial a textbook study aid. The second is from a realtor and provides a listing of all its weekend property viewings at the tap of the phone.


There is a lot of food for thought here for the unconvinced, for those that think their customer will never be “hot “ for QR codes. Who doesn’t want better service and life to be made a little easier? It’s about getting the recipe right for your customer.


By Lorna Hall

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