One way that retailers are engaging smartphone-owning shoppers is through quick response codes. These barcode-like graphics can be displayed on shelving, signage, receipts and products and are scanned by shoppers' smartphones, directing them to mobile websites, online videos, discounts and other digital content.

While this technology can be used to interact with customers, it's crucial that retailers are providing their shoppers with meaningful content on the other end of the QR codes. As a recent survey conducted by Russell Herder notes, a number of consumers feel they don't get enough value from QR codes, which stops them from scanning any codes in the future.

As many as 15 percent of respondents said they rarely get any sort of meaningful content after engaging a brand through the mobile barcodes. More than half (52 percent) said they "sometimes" get something of value from the codes. Meanwhile, only 28 percent "usually" receive worthwhile content in return for their scans, while 3 percent say they always get meaningful content.

"The use of 2D mobile codes in media and ad material is always good for a debate among marketers. Some argue they effectively extend physical assets into a digital interaction and engagement. Others wonder if the multiple steps involved in activating a QR code Microsoft tag or other scannable item pay off for the consumer consistently," notes MediaPost.

Also noteworthy: Demographics are key when launching QR code campaigns. Retail stores that target younger consumers are likely to see higher engagement rates. Close to 80 percent of shoppers between the ages of 18 and 24 recognize QR codes when they see them, but only 60 percent of consumers older than 45 do.

Despite the fact most consumers have a mixed experience with QR codes, 52 percent of respondents did say they would likely use QR codes at least one more time.

To improve the effects of QR codes, retailers should consider the time and place they want consumers to snap pictures of the codes. For example, a busy register probably isn't conducive to scanning codes and may even increase delays at point-of-sale terminals. However, codes on in-store shelves and signs allow shoppers to take the time and engage with the brand. Similarly, a QR code with a discount on the receipt may encourage future sales.

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This entry was posted on Thursday, October 13th, 2011 at 1:36 am and is filed under Retail Merchandising and Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.