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.
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.
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.”
Discussion Questions: What do you think of the potential of QR code scanners as an in-store customer engagement tool? Will the technology have an even bigger effect on traditional media (TV, print, circulars, etc.)?