qr codes decoded
DESCRIPTION
Thoughtful use of QR codes can close the gap on mobile engagement with a simple scan to relevant brand content. Make more of QR codes with the essentials of QR experience design outlined in this deck.TRANSCRIPT
QR Codes DecodedA Crash Course for Marketers
on the Present and Future of QR
Eric AndersonVP of Marketing
White Horse
© 2011 White Horse Productions, Inc. 1-877-471-4200
What exactly is a QR code anyway?
© 2011 White Horse Productions, Inc. 1-877-471-4200
QR stands for “quick response.” It’s an open-source “2d barcode” format that can be read by a smartphone’s camera and linked to useful content.
QR is just one of many 2d barcode formats.
© 2011 White Horse Productions, Inc. 1-877-471-4200
But unlike these others…
QR
It’s everywhere, and it’s here to stay (for now).
© 2011 White Horse Productions, Inc. 1-877-471-4200
QR codes appeal to marketers because they can help to overcome some of our most persistent challenges…
© 2011 White Horse Productions, Inc. 1-877-471-4200
The gap between offline ads and online action
QR codes appeal to marketers because they can help to overcome some of our most persistent challenges…
© 2011 White Horse Productions, Inc. 1-877-471-4200
Limited shelf and packaging space
QR codes appeal to marketers because they can help to overcome some of our most persistent challenges…
© 2011 White Horse Productions, Inc. 1-877-471-4200
Consumers’ limited time and attention
QR codes appeal to marketers because they can help to overcome some of our most persistent challenges…
© 2011 White Horse Productions, Inc. 1-877-471-4200
Measurable interaction in traditional media
But are consumers down with QR? We needed to know.
© 2011 White Horse Productions, Inc. 1-877-471-4200
In spring 2011, we conducted an ethnographic study of in-aisle use of mobile. We followed it with a survey of 390 smartphone users.
http://www.whitehorse.com/mobile-retail/
Our survey found that adoption is gaining rapidly among smartphone users.
© 2011 White Horse Productions, Inc. 1-877-471-4200
46%
54%
YesNo
QR code/barcode scanning among mobile shoppers (n=329)
And contrary to claims that QR is a novelty, we found that consumers who start scanning tend to keep scanning.
© 2011 White Horse Productions, Inc. 1-877-471-4200
QR code/barcode scanning among mobile shoppers (n=329)
50%
35%
15%Scan about as frequently today as in the past
Scan MORE today than in the past
Scan LESS today than in the past
BUT there are problems…
© 2011 White Horse Productions, Inc. 1-877-471-4200
Every single one of our study participants who attempted to scan a QR code in the store struggled with it.
Marketers and retailers aren’t giving consumers enough help with this new experience, creating a real risk of backlash.
Best practice #1: Adequate instructions and support.
© 2011 White Horse Productions, Inc. 1-877-471-4200
Best practice #2: Context must drive content.
© 2011 White Horse Productions, Inc. 1-877-471-4200
Best practice #3: Measure, measure, measure, and optimize.
© 2011 White Horse Productions, Inc. 1-877-471-4200
The bottom line: Don’t invest in QR without investing in QR experience design.
© 2011 White Horse Productions, Inc. 1-877-471-4200
Thank you!
Questions?
Eric [email protected]