An interesting and recent discussion led me to think about the way QR codes are used to enhance customer experience with physical products.
Going through the aisles of my supermarket I scanned a dozen QR codes or so. All of them led me either
– on the web page of the product itself (which was giving basically the same information as on the label but in a less comprehensive and more cumbersome way)
– on the website of the manufacturer
My point is the following. What is the incentive for a consumer to scan a QR code? People want to get helped in their purchase decision. They want comprehensive and unbiased information. What do they get with QR codes? A copy/paste of heavily packed, too detailistic information. Most of the time, as stated above, the QR code is only a link to the manufacturer’s website which makes the QR code a useless tool.
Advice for you marketing strategy
Before putting a QR code somewhere think twice. What is the incentive for the consumer to scan your QR code? What is actually his/her need at the time he/she scans? And does your QR code answer this need?
In my humble opinion most marketers are unable to answer those questions.Tags: market research belgium, market research brussels, marketing agency belgium, marktonderzoek belgie, marktonderzoek brussel