Tag Archives: QR

“Virtual” Toy Store

We continue to see retailers creating experiences outside the 4 walls of the store using QR codes to reach customers, enable engagement and make shopping easy. Read more here.

See my last year’s entry on the topic.

Adidas Interactive Shopping Window

Adidas NEO has created an interactive shopping window experience with QR Codes. People can scan the QR Code and shop immediately using their mobile phone.

eBay Extension in to Physical World

eBay has created “shoppable” windows designed by Jonathan Adler. Using QR codes anyone with a smart phone scanner to customized eBay pages with products similar to those in the window. You can read more in this Fast Company article How Much For That Motorcycle In The Window? Inside eBay’s Physical Push for Mobile Sales

Tesco: The Future of (Grocery) Shopping

This is a great example of how Design Thinking can drive Innovation. Tesco’s South Korean supermarket chain Home Plus plastered subway stations with photo’s of life size grocery shelves. People could use an iPhone app to take pictures of the QR code of the products they want and then check out. The groceries were delivered to their home by the end of the day.

Remember the year we all got a QR code tattoo?

There are websites that enable you to make your own QR codes. People are increasing using them to market themselves. They are appearing on resumes, websites and business cards. They are even appearing on gravestones. The possibilities are endless.

But a tattoo?

Related blog entries on QR codes XXX and XXXX.

SeaWorld use of QR Codes

I was at SeaWorld recently on a family vacation used their mobile app. It was easy to download by scanning a QR code on the back of the park map. The app provided access to directions on how to get to your destination, current ride wait and show times as well as attraction specific content accessible through QR codes on the wait line fence. Very nice.

AXA Makes a TV Ad You Can Step Into

AXA launched an iPhone app for car insurance last year. Now they have added home insurance and are introducing it an an equally innovative way…though I am not sure I love the content.

QR Code’s March to Ubiquity

Best Buy has placed QR Codes (2-D barcodes) on most shelves. Shoppers (or employees) can scan the code to access additional product information, collect products in a shopping cart and compare them. Starbucks uses QR codes for iPhone gift cards. Google is trying to get shop owners to put QR code stickers in their windows to open up that store’s Google Places listing on the window shopper’s cell phone.

Placing QR codes on digital signage can be tricky. I took the photo shown here of a Times Square billboard. There was a large QR code under the cnet sign but my iphone camera couldn’t read it in the dark.

There some decent scenarios on Foxy Propganda’s blog “Top 5 Creative Ways to Use QR Codes”

Creating and Reading Codes
It’s easy to create a QR code. Turn any link in to a QR code when you add a “qr” to the end of any goo.gl URL or any bit.ly URL A new service called Likefy allows marketers to add QR codes to products and signs, and then link those QR codes to a Facebook “like” button.

You can generate your own QR code.

Reading QR codes requires a native application to make them work. See this prior post How They Work: QR Code Basics. The market needs to be educated about them but the applications are vast and awareness is growing.

Likify Window

The overall survey results from this Siegal+Gale Evaluation of 2 different label designs are very interesting but that’s not the point – on page 24 of the report respondents were asked if they would scan the QR code. The table indicates that about 14.5% would have. I would have thought it would have been lower.

How They Work: QR Code Basics

QR (Quick Response) codes, images containing encoded data, are popping up everywhere. They are helpful in enabling users to get quick access to information while on the go and in stores (reducing the need to look for people or produce signs). There are many applications for QR codes across all channels, web, tv, print, posters and direct mail to enable easier access to coupons, demonstrations, registration forms etc. QR codes are also be placed on products to enable quick access to product details and reviews bringing some of the benefits of the rich content available during online shopping to the store experience.

Here’s how it works:
1. Create a code
2. User takes a picture with their smartphone.
3. Code is deciphered via a QR reader (method 1) or sends a QR code via SMS (method 2)
4. It becomes a link to content

Customers can use a smart phone such as the iPhone, DROID or BlackBerry, to scan a QR tag and get text, images and videos delivered via their phone’s Web browser. There are two ways to accessing content using a QR code. I think the SMS method is compelling in the short run since it does not require the user to have downloaded an app to a smartphone. However, as smartphones become more pervasive and are likely to come with an app already on them then that process is easy and I don’t have to wait for an SMS.

Method 1: Accessing Content through a QR Application
Customers need to downloaded an application to use to read the codes such as the Microsoft® Tag Reader application—available for free at http://gettag.mobi—to their smart phones. They can launch the app and point the phone’s camera at the tag image. iPhone users may also download the tag reader via the Apple App Store. The app scans the photo and automatically delivers the message, video, coupon, registration form, mobile payment etc.

In addition to Microsoft leaders include ScanLive, Nokia Reader and StickyBits. See a list of all vendors.

Case Study: Simmons QR Code at JCPenney
Simmons uses QR tags bring the point-of-sale to life, educating and engaging the consumer at a key decision point. Studies based on mattress buying trends found purchase decisions are typically made in the store, making the in-store experience critical. Simmons designed a tagging application aimed at simplifying the buying process for mattresses.

After the customer has downloaded the app and scanned the code they can access a 3-D construction rendering of the mattress model and play a video, which the benefits of the mattress and features the brand’s signature bowling ball demonstration for additional emphasis on the Super Pocketed Coil springs’ motion separation benefits. I think they might have missed an opportunity to provide the customer with a coupon, payment options or other benefits.

Case Study: NYC Garbage Trucks
QR codes began appearing on the side of the NYC garbage trucks. Scanning the codes with a mobile phone will take users to a video of the NYC Media Show. “The Green Apple: Recycling.”

Method 2: QR and SMS-based Codes

The second method is to use text-based SMS codes to deliver the video, images or text to the smart and standard phones. This approach does not require the customer to download an application first.

I snapped a picture of this QR code on a billboard at the BART station.

Leaders include JagTag. Their promotion with Sport Illustrated generated 120,000 responses but I am not sure how I feel about this as a measure of effectiveness given the content.

Case Study: Sports Illustrated

Creative Ways to Enhance Event Experiences using Mobile & Extended Internet

I attended a conference hosted by Level Design Studios. They had developed a mobile app that facilitated me through the entire event. It was spot on from the directions on how to get there, location of activities and the ability to send in my feedback on the sessions. The user interface was simple and easy to use. There is also a gallery of photos of the event that was updated after the event – extending the experience beyond the two days.

There was a QR code on the back of all the badges. The app had a QR code scanner built in and I could use it to scan attendees QR codes and save their information directly to my address book.

I started looking in to other examples and found the following (none of them facilitate the experience like the Level app):

Coca-Cola Marketing Event Tracked Facebook Users
Visitors to the Coca-Cola Village Amusement Park in Israel wore RFID bracelets. This allowed participants to log into their Facebook accounts and then ‘like’ various attractions such as the water slides and video games. If the park photographer took their pic, they only had to flash their bracelet in order to be tagged in the photo.

Facebook Tests Location Through RFID AT f8
Attendees of the f8 developer conference are receiving special RFID tags that enable them to check-in to various locations throughout the conference venue. The service let you tag yourself in photos, become a fan of various Facebook Pages, and share activity to your Facebook profile. While it’s still a concept service, it’s interesting to see some of the things that Facebook developers are currently testing.