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One Day One Idea: an excellent example of a useful QR code

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If you are a regular reader of this blog you may remember our previous post on getting QR codes right. Basically we were claiming that most companies were neglecting the consumer behavior when implementing QR codes, resulting in consumers’ pains not being solved.


The customer wants to be helped in making a choice

The baseline is that customers want to be helped in making a choice. And it must be quick. Any use of QR codes which doesn’t help the consumer in making a quicker decision is useless. Period.

There are actually VERY few examples of QR codes being used the right way. We have found one on the occasion of our latest trip to Barcelona.


QR code giving direct access to key performance indicators (KPI’s)

When you are on vacation and you want to eat, you usually rely on external cues to make a choice: the menu, the prices (the higher the prices the higher the expected quality and allegedly the lower the risk to make a bad decision), the number of customers in the restaurant (a very strange cue actually), … What about relying one objective cues?

Restaurant guides provide that kind of information but unless you have prepared your trip or you want to carry a 1-pound-guide with you, you will probably miss the opportunity to use that kind of cues. The picture above shows you a way to solve that problem. Just provide a QR code (and possibly a free wifi connection) and a link to external reviews of your restaurant and here you go. The mere fact of putting that kind of QR code forward gives already a clue to customers on how confident you are about the quality of your store.


Advice for your marketing strategy

If you use QR code, keep always in mind that it should help the customer in the decision-making process. If you can’t reach that goal with your QR code, think again or don’t use QR codes at all. If you’d like to share your thoughts or ask us what we think of your QR codes strategy, just drop us a note.



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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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