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A Guide to Using QR Codes on Consumer Electronics Packaging

Interactive Packaging

Relevant Statistics

Benefits of Using QR Codes

Use Cases

Best Practices

Real World Examples

The PurposeThe purpose of this guide is to help consumer electronics companies integrate QR codes into their packaging to increase engagement, learn who their customers are, and increase customer lifetime value.

QR code (“Quick Response Code”) refers to a simple matrix barcode that connects real world information to interactive and engaging experiences on the web. These codes originated in Japan and have rapidly spread into consumer packaged goods, pharmaceuticals and advertising.

With the help of a simple scanner application, any mobile device with a camera can now read a QR code and perform a variety of functions. Mobile barcodes are real world hyperlinks without the burden of reading, memorizing and recalling long complicated URLs.

What is a QR Code?

In This Guide You Will Find

Smartphones now account for 54% and 62% of mobile phones in US and Canada respectively. Unlike any other channel, a smartphone is individual, time conscious and location aware. Consumers use their smartphones for various tasks in the retail environment such as comparing products and sharing with friends and family. 46% of all QR code scans come from product packaging, so make it count.

The Numbers

1 IN 5 PEOPLE MAKE A PURCHASE AFTER

SCANNING A QR CODE

1. comScore, Inc., MobiLens, CA, Persons 13+, Dec 2012 2. CMB Consumer Pulse

Mobile Activities PerformedIn The Retail Environment

QR codes add a new dimension of interactivity to packaging. Today you can find QR codes on everything from appliances to headphones. When used correctly, they can aid with in-store sales, product setup and post-purchase follow up.

The BenefitsReal estate on packaging is limited; extend your message beyond the box.

Inform customers about special offers on complimentary products.

Demo a product that can’t be opened in the store through video.

Encourage customers to share their purchase through social media.

If there is a complimentary app, send them to the appropriate app store automatically.

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Make QR Codes Work For You

Most packaged products can’t be opened in the store; a video demo can reassure the customer in their selection. This is also a great opportunity to demonstrate advanced features that are difficult to explain through written word.

Demonstrate Through Video

Extend the product’s packaging with a QR code that gives consumers access to detailed information they are looking for, without cluttering the package real estate.

Provide More Information

Give your customers an easy way to share your products with friends and family through social media.

Connect Through Social Media

Get consumers excited about their purchase and encourage them to share with their friends and family by giving them the chance to win a complementary product or service.

Reward With Contests & Games

Take users directly to the appropriate app store where they can download your app or a third-party app that’s relevant to your product. This is particularly useful if you have multiple apps for various operating systems.

Support With Relevant Apps

Guide your customers through the setup process with a simple video or step-by-step instructions. Make the experience interactive and reduce the cost of printing multi-page and multi-language instruction manuals.

Guide Through Set-up or Install

Increase participation by giving customers a more convenient, mobile-friendly registration form. Each product model should have a unique QR code so that the process can be automated as much as possible.

Expedite Product Registration

Best Practices

The rapid growth of smartphones and the use of QR codes has created fertile ground for brand engagement, however the user experience after the scan is often overlooked.

Here are some ways you can ensure that your customers get the most out of your brand’s mobile experience and that you get the best conversion.

Provide Value - Make sure the content is relevant to the time and place of expected engagement.

Offer Incentive - Reward the consumer for taking the time to engage with your product, or share it with their friends.

Design for Thumbs - Screen real estate is limited so be strategic with your copy. Buttons should be thumb friendly.

Optimize for Mobile - Make sure your mobile landing page loads fast, this means using mobile-optimized graphics.

Make It Direct - The QR code should lead to product specific content. The consumer shouldn’t need to search.

Keep It Simple - Whenever possible convey your message with an image rather than a dizzying block of text.

Include A Call-To-Action - If the purpose of your landing page is engagement, remember to include a call-to-action.

Best Practices

Real World Examples

CISCO NetworkingWireless Router: Information

Mobile optimizedProduct SpecificProvides ValueGood Placement

Placement: On the side and at the bottom of the product

Context: Indicates what consumers should do with the code and why

Placement: On the back, near the top and easy to spot

Context: Indicates what to do but not what to expect

Zagg Screen ProtectorInvisible Shield: Demonstration

Mobile optimizedProduct SpecificProvides ValueGood Placement

SamsungSmart TV: Guide

Placement: On the front and near the top

Context: No information for the consumer on how to scan or why

Mobile optimizedProduct SpecificProvides ValueGood Placement

Thank You

Gauge Mobile Solutions Inc.

P. 1-855-264-8602E. info@gaugemobile.comF. facebook.com/gaugemobileT. @gaugemobile