QR Codes Decoded

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QR Codes Decoded A Crash Course for Marketers on the Present and Future of QR Eric Anderson VP of Marketing White Horse © 2011 White Horse Productions, Inc. 1-877-471-4200

description

Thoughtful use of QR codes can close the gap on mobile engagement with a simple scan to relevant brand content. Make more of QR codes with the essentials of QR experience design outlined in this deck.

Transcript of QR Codes Decoded

Page 1: QR Codes Decoded

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

Page 2: QR Codes Decoded

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.

Page 3: QR Codes Decoded

QR is just one of many 2d barcode formats.

© 2011 White Horse Productions, Inc. 1-877-471-4200

But unlike these others…

QR

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It’s everywhere, and it’s here to stay (for now).

© 2011 White Horse Productions, Inc. 1-877-471-4200

Page 5: QR Codes Decoded

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

Page 6: QR Codes Decoded

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

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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

Page 8: QR Codes Decoded

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

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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/

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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)

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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

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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.

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Best practice #1: Adequate instructions and support.

© 2011 White Horse Productions, Inc. 1-877-471-4200

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Best practice #2: Context must drive content.

© 2011 White Horse Productions, Inc. 1-877-471-4200

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Best practice #3: Measure, measure, measure, and optimize.

© 2011 White Horse Productions, Inc. 1-877-471-4200

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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 [email protected]