Action Packed QR Codes

ACTION PACKED

Brian RegienczukGE Keynote Speaker SeriesMarch 2011

Scan one using a smart phone, many come preinstalled with a reader, or you can use an app like Google Goggles

QR CODES

http://www.google.com/mobile/goggles

http://experiencerethink.com/

Exploded in Asia first

Division, Content owner, Date(in numbers), ISO No4Brian Regienczuk © 2011 Experience Rethink

US has seen 1200% increase in scanning from Jul to Dec 2010*


14 DAYS58 QR CODES

DIRECT MAILCATALOGSMAGAZINES

IN STORESTATEMENTS

3 Steps to access

2. Accept1. Scan 3. Offer or Info


Context + incentive

experiencerethink.com my contact info (name, phone, web, email, etc.)

zxing.appspot.com/generator/ gecapital.com

What’s embedded?

6 typical types of info:

URLContact InfoLocationSMSMeeting InviteWiFi Network Info

What’s embedded? What can they do?

6 typical types of info:

URLContact InfoLocationSMSMeeting InviteWiFi Network Info

Used in many ways:

Sign upSubscribeSurveysContestsDiscountsProduct infoContextual infoLoyalty programsPaymentTrackingExchanging infoInviting to eventsChecking inText messagingProviding easy WiFi…


http://zxing.appspot.com/generator/


SAME 14 DAYS35 QR CODE

OPPORTUNITIES


Right offer at the right moment can be even easier for customers

##########


WHAT IS A QR CODE?WHY QR CODES, NOT BARCODES?


What is a QR Code?

• A QR Code is a specific matrix barcode (or two-dimensional code), readable by dedicated QR barcode readers and camera phones. *

• The code consists of black modules arranged in a square pattern on a white background. The information encoded can be text, URL or other data.*

Fun fact: QR stands for quick response

http://en.wikipedia.org/wiki/Matrix_barcode

http://en.wikipedia.org/wiki/Machine-readable_medium

http://en.wikipedia.org/wiki/Barcode_reader

http://en.wikipedia.org/wiki/Camera_phone

http://en.wikipedia.org/wiki/URL


Standardized since 2006

ISO/IEC 18004:2006 Information technology — Automatic identification and data capture techniques — QR Code 2005 bar code symbology specification

Note: Micro QR code is a smaller version of the QR code standard for applications with less ability to handle large scans. There are different forms of Micro QR codes as well. The highest of these can hold 35 numeric characters.

http://www.iso.org/iso/iso_catalogue/catalogue_tc/catalogue_detail.htm?csnumber=43655


4 key benefits of QR

1. Two dimensions, contains more data



1. Contains more data (two dimensions)

2. Small printout size (1/10th the space)




2. Small printout size

3. High speed scan / scan from any direction (perfect for cameras, low resolution or things that are moving)




2. Small printout size

3. High speed scan / scan from any direction (perfect for cameras, low resolution or things that are moving)

4. Dirt and damage resistant (data can be restored)*


3 REASONS QR CODES MATTER RIGHT NOW


1. Enable purchase decisions outside + inside the store

• Conventional wisdom: 70% of purchase decisions are made in-store.


1. Enable purchase decisions outside + inside the store

• Conventional wisdom: 70% of purchase decisions are made in-store.

• New data: More than 80% of purchase decisions are now being made outside the store.*

AND

• QR codes help get decision process started + shorten decision making time**


Smartphone adoption moving fast


Three big US smartphone playersapple, android, blackberry

2. Big brands, location based services + QR = very interesting


Fortune 50 jumping in


Very interesting ecosystem

Physical

Digital


3. Better experiences drive growth


Early users of QR codes likely to be active influencers


BEST PRACTICES


1. Make QR code content meaningful

• Simplify life (less steps, more info, savings, knowledge…)

• Context: Where will this be seen + by whom? (at home, opening a bill…)

• What is their incentive to scan the code?


2. Mobilize the landing page

• Make sure the url goes to a page meant for mobile browsers

• Don’t make them click again to get to the value

• Make sure the content isn’t a disappointment


3. Use short URLs + track them

• Since more characters means a more complex code, keep it simple for easy scanning

• Use a URL shortener (bit.ly) OR a branded short URL (goo.gl)

• Set up analytics to track usage and generate ROI for different touchpoints, user groups, offers, etc.


Watch out’s + things to check• Size of code: Keep printed codes at least 1 inch for easy

phone scanning

• Color + contrast of code:

• Give instruction: “Scan this code for…”

• Placement: Make sure there is a mobile signal

• Set up analytics

• Test your codes


Different phones, which apps?Over 80% ship with a reader preinstalled

iPhone• Redlaser – Already installed on 5 million iPhones, they just added QR code support.

The guys that made this app are bona fide geniuses, it’s that good.• Google Goggles – Has more utility than just scanning QR codes.

Android• Barcode Scanner – Home brewed by Google and coming pre-installed on some

versions of Android. (We also like ShopSavvy, and your mom might already have it.)• Google Goggles – Has more utility than just scanning QR codes.

Blackberry• Neoreader – Best one out there, still not great though. (Newer versions of BBM have

a native scanner and they call it a “Group Code”, but you have to dig through the options to find it.)

• Google Goggles – Has more utility than just scanning QR codes.

experiencerethink.comtwitter: @exprethink

Brian [email protected]: +1 404.590.5885

Thank you!

Scan for my contact info

http://experiencerethink.com/

Action Packed QR Codes

Business

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