QR Codes Decoded A Crash Course for Marketers on the Present and Future of QR Eric Anderson VP of Marketing White Horse © 2011 White Horse Productions, Inc. 1-877-471-4200
QR Codes Decoded
Nov 19, 2014
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.
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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]
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