Nothing for Nothing
Nothing for Nothing
There is no logical reason why unique QR Codes should not be printed on product labels or inside product packaging. The consumer must be informed that the QR Code is unique to them and in exchange for the action of scanning they will be delivered something of value. The perceived value of the QR Code is lower if the reward is triggered via a non unique QR Code and vice versa. Everyone scanning the unique QR Code could receive a number of loyalty points and a selected few could win a prize. The humble receipt can be transformed into a valuable currency by giving it a promotional value and recast as a lottery ticket or a “scan and win”. Systems can be set up to generate unique QR Codes relative to the purchase “Buy this product and scan your receipt to win”. If this small piece of paper is consistently given a promotional value based on the shoppers transactions then they will attribute value. Using the receipt as a scan-and-win solves two of the most critical problems retailers face: Targeted sales (with short lead times) and one-to-one customer relationship management (via consumer opt-in), surveys and to capture a relationship with the consumers mobile number post checkout. Forrester research indicate that the evolution of the paper receipt is digital which seems to predict all engagement with be directly with the consumers hand held phone. The QR Code in or on product packaging need have neither a start date or a finish date and can be a continual channel that turns the mobile device into a loyalty or rewards campaign that allows consumers to add loyalty points as the check-out of the retail outlet.
Always remember QR Codes are anonymous. QR Codes can be an effective way of engaging the shopper but unless you encourage opt-in, scan to text or scan to talk the process becomes a one way channel of communication. Also remember the importance of trace and track software to monitor and improve your QR Code marketing campaigns.
“QR codes demonstrate just one of the ways in which mobile marketing can effectively be integrated into existing media and marketing campaigns to help reach desired consumer segments,” said Mark Donovan, comScore senior vice president of mobile. “For marketers, understanding which consumer segments scan QR codes, the source and location of these scans, and the resulting information delivered, is crucial in developing and deploying campaigns that successfully utilize QR codes to further brand engagement.”