Leveraging QR codes

Share this article:
LBS and QR codes leave an impression on the mobile marketing landscape
LBS and QR codes leave an impression on the mobile marketing landscape

Location-based marketing also offers more opportunities to target consumers based on exactly where they are. In marketing a new high-end thermometer to savvy moms and expecting mothers, Sarah Van Heirseele, VP of digital at Blue Chip Marketing, says from

January through March this year the firm targeted women based on geography, weather and proximity to a three-mile radius of a retailer that sold the product. Also, the mobile ad was only launched if the flu levels in specified locations were high or severe.

Van Heirseele says consumer clickthroughs were four times higher than expected.

“I think the women embraced the customization,” Van Heirseele says. “We've all been burned by the past and how bad banner ads were. But as targeting gets better, consumers will appreciate it more.”

Providing relevant information

Marketers say one of the most important aspects of using QR codes is that the content they provide should be relevant, informative and offer something different than what is immediately available to consumers.

One of the most common mistakes companies make is to simply have the QR code direct users back to a company website.

“You shouldn't have a QR code just to have one,” says Kate Coultas, senior manager of corporate communications at JCPenney Co. Inc. “You have to make sure it's connecting to relevant information. And if it's local, then it should be affecting the local.”

For example, last summer the QR codes in the Manhattan JCPenney store offered shoppers a list of fun events happening in the city throughout the summer.

We're watching you: location-based privacy issues

Location-based services that depend upon intimate knowledge of customers' whereabouts give some customers pause.


Click to read full story.

Orlando Veras, a Macy's media relations manager, says Macy's learned that customers saw the store as a resource to learn about new trends. Knowing that, Macy's codes, termed “backstage passes,” featured videos of designers discussing the latest trends, how  to wear particular clothing or giving make up tips. One code featured Martha Stewart talking about which cookery gear to buy for specific meals.

Macy's first began using QR codes when it introduced eight in February 2011. Veras says Macy's now has 18 codes, which also include other product segments.

“[QR codes] were quite successful for us and we learned that we needed to create more of them and expand into other [departments] like home and beauty,” Veras explains.

Joe Torpey, marketing communications manager at Jaguar North America, says the company uses QR codes at auto shows so consumers can learn more about a particular car or sign up for more information.

“We're also looking at ways to leverage QR codes at the point-of-sale to increase access to critical information when customers encounter our vehicles in the showrooms,” Torpey says.

Page 2 of 4
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Hallmark Takes Baby Steps to a New Brand

Hallmark Takes Baby Steps to a New Brand

The company relied on digital to get its growing children's apparel brand off of the ground.

One Third of Americans' Social Media Time Is Spent on Facebook

One Third of Americans' Social Media Time Is ...

Pandora, meanwhile, attracts more user time but far fewer digital advertisng dollars, says a study.

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

Robert Thomson warns the EU that an antitrust deal with Google will lead to a decrease in competitive options for marketers and an increase in piracy.