Retail TouchPoints: Macy's, Target Tap QR Codes for Extended Customer Interaction
Through a special arrangement, presented here for discussion is a summary of a current article from the Retail TouchPoints website.
The fascination around mobile for retail started with mobile marketing and the ability to communicate via SMS text messaging, and very soon graduated to mobile commerce. Now Quick Response (QR) code scanning is giving retailers, including Macy's, Target and Best Buy, a competitive edge.
QR codes present a unique value proposition for retailers, as they are an open-source and freely licensed standard. The ability to provide consumers with a digital supplement to printed materials that can be scanned via free readers offers retailers yet another touch point through which to leverage smartphone technology.
The following
are few examples:
- In late February, Macy's launched a new service, Macy's Backstage Pass, to bring exclusive video content to users' mobile phones through QR code and SMS technology. After launching the QR reader application on their smartphone, users scan any Macy's Backstage Pass red star-shaped code found in various departments throughout the store and the code will deliver the video content to their hand-held device. Macy's Backstage Pass codes now offer 30-second films to users' mobile phones that provide fashion inspiration, advice and tips. Following the initial video feature, users also have the option to select longer-length content that will take them further 'backstage' with each designer or brand.
- Shoppers at CVS and Walgreens, among many other stores, are now able to use their smartphones to scan Microsoft Tag 2D barcodes on Herbal Essences products. Scanning the barcodes on shelf talkers, shoppers are redirected to a mobile landing page where they can view Herbal Essences products, take quizzes and learn how they can achieve a certain hair style. They can also read customer reviews.
- Target is seizing the opportunity to integrate QR codes into its print advertising. By using the ScanLife scanner application, readers can scan the code and are taken to a video featuring stylist expert Sabrina Soto, who shares information and tips on how to use Target furnishings and products from home décor.
- Best Buy became the first national retailer in the U.S. to embrace the
trend in September 2010. Scanning the QR code on items in stores, Best Buy
shoppers can view and compare key product features more visually, as well
as access reviews and email product information to friends.
"At their core, QR Codes are a link to online content," said Jeff Weidauer, VP of marketing and strategy, Vestcom, a data management and programming resources technology proprietor. "Shoppers want to know more about the products they buy, and offering information at the shelf edge via QR Codes is a great way to provide that additional information."