QR Codes – Give Consumers A Reason To Scan

I would consider myself to be a fairly tech-savvy person but when I was first introduced to QR codes by a 40-something real estate agent, who had used it on the back of his business card, I had to ask – “What do I do with this?” The agent explained that if I scanned the code with my smart phone it would direct me to a website with his listings. A great idea, however the mere fact that he had to take the time to explain it was a huge drawback.

A recent study of college students found that many students found the QR code process to be cumbersome. Many were confused as to how to scan the code or tried apps that didn’t work and eventually lost interest. The study found:

• 81% of students owned a smartphone
• 80% of students had previously seen a QR code
• 21% of students successfully scanned our QR code example.
• 75% of students said they are “Not Likely” to scan a QR code in the future.

There are many other examples where companies have ineffectively used QR Codes because they leave the consumer in the dark. There is no direction, no call to action and/or no incentive for consumers to take action and scan the code. Too many companies have naively assumed that by simply using QR Codes in its marketing or on its product that they are now instantly hip and relevant, and consumers will want to participate. Wrong! Consumers are busy and with thousands of apps available to them on their mobile phone, scanning a companies QR Code is not likely high on their priorities.

Consumers need an incentive to scan the QR codes and companies need to think creatively to entice them to do so. Companies have to answer the key question most consumers will have, “What’s in it for me?” Simply redirecting your consumer to a mobile website or the company’s Facebook page is not worthwhile to most consumers, however providing them with coupons or entering them in a contest provides more of a draw. Other opportunities include provide a way for your consumers to interact with your company in a way that is more convenient through their mobile phone. A wonderful example of this is a grocery store in South Korea, that used QR Codes in transit advertising to promote grocery products that consumers can quickly scan the corresponding product QR code and instantly add the item to their online shopping cart, allowing them to get their grocery shopping done on the while commuting to or from work. It’s a creative use of QR codes with a clear purpose that adds value to the consumers experience and saves them time. Click here to see how it works.

J.C. Penney’s also gets high marks for its creative use of QR Codes this holiday season. The company has created a QR gift tag where the gift giver can record a mobile voicemail message for the gift recipient. The QR Code is placed on the gift, as a gift tag, and the recipient can then scan the code to hear a customized message just for them. It is an especially great idea for gifts for friends and family far from home. The concept is simple, yet unique and the call to action is clear. The company has given consumers are reason to want to interact with its QR Codes. Check it out!

The important thing to remember is that even though its new and hip, its still advertising and part of the daily clutter that consumers are exposed to (and trying to avoid). It MUST stand out , have clear purpose and be unique enough to capture consumers attention.