Will mail order and ecommerce companies use 2d (QR Code) Marketing to enhance their multi channel sales
What is a qr code
QR-Codes are two dimensional barcodes (datamatrix) that allow bar code readers (built in mobile Aps) to decode at high speed. QR-Codes are capable of holding upto 7,089 characters that can be encoded in a single symbol. This enables our mobiles to
- Connect to a web address
- Download a MP3
- Dial a telephone number
- Allow you send an immediate email to the correct email client
- This can all be done instantaneously
How do they work
2 dimensional bar codes store information that when photographed and then read through a bar code reader provide a quick response (QR) through to a dedicated mobile site or information source.
How could this be used in conjunction with catalogues or other printed literature
If we take a standard catalogue page we have a limited amount of space to show product information, images, prices and promotions. The benefit of adding a qr code to the product description or page is that we could then enable our customers to snap the code and be directed to a mobile page which provides further information, enables immediate purchase, adds another channel for customer communications and purchase opportunities and provides the marketer greater opportunities for acquiring new prospect names.
Who would it work for
Latest figures suggest that 70% of all new UK mobile phones have a bar code reader built in as a usable AP. 2d bar code readers can also be down loaded for most mobiles from enigma, beetag and other sources. In Japan 90% of all mobile phone users snap QR codes on a daily basis from all sorts of media. QR codes were created by Japanese manufacturing giant Denso-Wave in 1994. Although they were originally used for tracking parts in vehicle manufacturing they are now used in every day life for gathering information, capturing promotional codes and making mobile purchasers. QR codes can used on posters, magazines, point of sale, packaging, signs, buses, business cards or any form of product that users need more information about. Currently brands selling to mobile phone innovation early adopters and heavy users of mobile applications would benefit more from the use of 2D codes but as pace gains towards the inevitable mobile world we are embracing, the early and mid majorities should follow shortly after.
What will the future hold for 2D marketing, mail order and e commerce
Turning traditional media interactive should further enhance a true multi channel shopping experience. Providing more information, video, music, promotions from what used to be just a printed page may appeal. Creating relationships with customers that ‘opt’ in to having mobile dialogue with their favoured brands is certainly a new form of permission marketing and allowing customers the flexibility to buy on line now with their mobile has got to be a benefit to us all. As a mechanic for promotions 2D does give an immediate track able and paperless audit of who is interested and what their interested in. For the customer, the benefits seem to be they have more choice to interact with their favoured brands, they can receive promotions via their mobiles which means the promotions are always available to them, brand and promotion access is immediate and for the early adopters that champion innovation there is a very smooth process to go viral.
In summary
It is likely that we will see these little bar codes more and more over the coming months being used in all sorts of media. How long will it be before this technology Enhances our catalogues?
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