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 Andersoneanderson@whitehorse.com