BW Confidential - Issue #12 - November/December 2012 - 81

Digital

QR codes

Crack the code
More companies are using QR codes. But do they have a real advantage for brands and consumers or are they just the latest fad? by Imogen Matthews

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R codes or Quick Response codes, those rectangular, pixellated boxes found on product packaging, advertising and promotional material, are offering brands a new digital way to develop multichannel distribution strategies. QR codes have been commonplace in Asia for some time, where they can be found on virtually any object; however, the technology is now starting to be used more widely by global beauty brands. The rise of smartphone ownership has created new opportunities for mobile commerce, of which QR codes are one element. “Digitally enhanced packaging offers a new dimension, since it allows access to extra content to be incorporated and consumed while holding the pack,” states UK-based packaging and branding agency Osborne Pike partner Steve Osborne. Packaging used to be referred to as “the silent salesman,” but digital technology is turning it into an up-to-date interactive experience for brands. “QR codes are becoming increasingly popular as they can transfer consumers directly to social networking sites where the consumer can express an opinion, review, find out more about the product and purchase the item from the product-specific mobile site directly,” explains Irina Barbalova, global head of beauty and personal care at Euromonitor International.

credit: istock

The fact that the use of QR codes can be tracked also provides interesting data for companies. The company ScanMe.com

“

I can envisage QR codes being the next big marketing tool. Their traceability and ability to track how users behave once they have scanned the code will provide invaluable insights

detailed analytics of who has scanned the code, the type of code they scanned (for example a QR code on a brochure or on a car) and where and when it was scanned. “This means that businesses are able to use their QR codes as a valuable, measurable, marketing tool,” affirms ScanMe marketing manager Susan Bryant. “On a business level, I can envisage QR codes being the next big marketing tool,” she maintains. “Their traceability and ability to track how users behave once they have scanned the code will provide invaluable insights to marketing teams.” Advantages for brands and retailers One area where QR codes stand to make a significant impact is in helping consumers distinguish between natural and organic products. According to Euromonitor, the International Natural and Organic Cosmetics Association is at the forefront of introducing QR codes on certified cosmetic products, providing consumers with access to detailed product information. Retailers, too, are using QR codes n n n
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ScanMe marketing manager Susan Bryant

works with individuals and businesses to create QR codes which are completely trackable, making it possible to see

”

November-December 2012 - N°12 - BW Confidential
http://www.ScanMe.com
BW Confidential - Issue #12 - November/December 2012

Table of Contents for the Digital Edition of BW Confidential - Issue #12 - November/December 2012
