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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.

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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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