QR Codes and the move toward participatory culture.

The Target Holiday Toy Sale catalog came in the mail today (a little early if you ask me, but that's another story). This is an exciting day for my son because he gets to celebrate his American heritage by participating in one of our great Nation's cultural trademarks: Consumerism. I relinquish the catalog to my five year old who tediously pages through it, circling all the items he wants for Christmas. The catalog is then mailed to Santa Claus who doles out the gifts come December.

In year's past, this little tradition has bought me enough quiet time to do the dishes or the laundry. Not so this year. In addition to the usual fare, the catalog contained intriguing white boxes marked with funny black patterns. “Mommy, what are these?”

QR Codes. He had my attention now.

“Let's see what they do,” I said. Page four of the catalog had three barcodes. Using the ScanLife app on my iPhone, we scanned the code next to the Imaginext Bigfoot doll. I love the sound the ScanLife app makes when it reads the code; so validating. The QR Code resolves to a video commercial for the doll, showing all the tricks it does. The other codes on the page also resolve to videos. There is another code in the coupon section that loads a mobile shopping site specifically for the Holiday Toy Sale catalog, so you can buy the items, and get the discounts right from your phone. Genius. All the information in the catalog's barcodes can also be accessed via text message. You text a code to Target, and they text you the link. It seems to me Target could have taken the use of the QR codes even further, but I assume they are testing the water with this campaign.

Having only recently made the discovery that my phone could be used to play video games, my son was doubly fascinated by its ability to enhance his fantasy shopping experience. He can barely read, but he can use ScanLife on my iPhone. Great. He is growing up in a world where touchscreens are standard, video-chatting with Grandma and Grandpa is old school and print media is becoming interactive. I read and write about barcodes everyday and sometimes its hard to see the forest amidst all those trees, but every once in awhile (like tonight) it hits me that the way we archive and access information is changing— and in a historical context, that is huge.

With the introduction and growing adoption of 2D barcodes, we are not longer ambling down the road toward Participatory Culture, we are running. Information is archived in a 2D barcode, accessed by anyone with a smart phone and from that phone, shared in myriad ways, across multiple channels all in a matter of minutes. The ability of the individual to make a significant impact on another human being or on contemporary culture as a whole, has been blown open by the 2D barcode. As usual, the advertisers are among the first to catch on and as we become more exposed (perhaps, overexposed) to brand messages in the palms of our hands, we must be vigilant about remaining conscious of what messages we are receiving and processing. As with any new technology, there is potential to either make us more engaged or to disengage us altogether. Which will it be?

The Point of Sale News, an online magazine dedicated to the retail industry.

Allure/Microsoft Tag Campaign Breaks Records

Barcode-less POS for Luxury Retailer Sabon NYC

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It is no secret that youth makes us more receptive to change. This may explain the prevalence of QR codes in surfing mags and hip fashion brands like Calvin Klein and GAP; campaigns aimed at the 18 to 25 set. But while this new technology may have cuts its teeth on the young, the efficacy and broad application of QR code campaigns are earning it seats of honor in the most unexpected of places.

The small town of Port Townsend, Washington is proof that you don't have to be urban (or 21) to be innovative. The town's Food Co-Op celebrates 2011 with a multimedia campaign aimed at educating their membership on the efficacy of QR codes and their broad range of applications.

Beginning in summer of 2010, Port Townsend's Food Co-op began placing signage on shelves with QR Codes linked to changeable content. Signage has popped up all over the store linking the visual codes to videos, coupons, website landing pages, articles, radio interviews and recipes. Video interviews with local vendors are linked to QR Codes throughout the store. Vendors participating in the QR Code educational program to date include: Dave's Killer Bread, Small Planet Tofu, ECO Orchards, Hometown #1, Pastry Design By Anca, Guayaki, and Mt. Townsend Creamery.

Brwyn Griffin, Outreach/Education/Marketing Manager for The Food Co-op stated, "The QR Code program in the store was proposed to me by an owner of The Food Co-op, Jack Olmsted, who is producing the QR codes and the background videos as a volunteer. Jack is shooting video to provide education to the members via the QR codes. For example, he will shoot a video of a farmer talking about the methods used to grow the products sold to our shoppers. Consumers of the product can find out about soil amendments, organic farming methods, the vendor's family…we can begin to know the face of those producing our foods again."

In the current issue of The Co-op Commons, the newsletter of The Food Co-op, a full page article details the history of QR Codes and the intention the City of Port Townsend has to expand their QR Code program in 2012. Download the newsletter at The Food Co-op website.

A display at the front of the store showcases the vendors currently using the 2D codes as well as videos of staff and board members that can be viewed by smart phone users in the store.

Updates to the campaign and membership discussions are available at The Food Co-op's Facebook page.

While some consumers and brands may have survived 2010 without having scanned one QR code, 2011 is launching them into the realm of the categorical imperative.

Read what small business owner's in the City of Port Townsend are saying about QR Codes:

Dave's Killer Bread
"I am very excited that we are participating at the cutting edge of this amazing technology," explains Dave Dahl, co-founder Dave's Killer Bread. "QR Codes are tools with seemingly unlimited potential for consumer education about our company's story and products. QR Codes are the logical next step--after our website, Facebook/Twitter, and newsletter--with regard to interfacing with our valued customers."

Small Planet Organics - Vashon, WA
"We are moving forward to having QR codes on all of our product labels by early 2011," states Phil Spiegel, Creator of Small Planet Organics, "not just Shelf Talkers." When you pick up a Small Planet Organics product, what a great way to use the Internet to more directly connect us with the people we are feeding. My son, Sage & I, can't think of a better way to complete the circle than by having a tool or vehicle for consumers and supporters to get to know our family and know who is making the food that they are sharing with their family and friends. It's like inviting everyone for a visit or tour and Voila!, there you are.

Hometown Number 1®
"Social media works! The QR code provides convenient and complete access to on line information" says Joel Levy, chef-creator of Hometown Number 1® Blended Seasoning. "For me...it's the pleasure of sharing a great product and purpose!" The QR code is really an invitation to savvy...an opportunity for people to get a taste of Hometown Number 1, to learn about our community and all it has to offer. "The Food Co-op" here in Port Townsend recognizes the advantages of participating in this cutting edge marketing tool for our local artisans and producers. This is an exciting time when success is measured in nanoseconds."

Eco-Orchards
"We believe in helping people connect with the farmers who grow their food." said Bruce Henne, owner of Eco-Orchards. "Having folks know about us; why and how we grow their apples, pears, cherries, etc. is essential to our success as small family farmers. Thought QR Codes we will strengthen our relationship with the PT Food Co-op by connecting more effectively with the co-op members and shoppers. ECO is continually discussing and experimenting with the co-op on how we implement various information technologies, for the co-op members benefit, as we have over our 17 year presence as a co-op farmer-vendor."

The Point of Sale News, an online magazine dedicated to the retail industry.

QR Codes at the US Open of Surfing

QR Codes Reignite GAPs Marketing Campaign

Continuing their reputation as being one of the nation's most progressive and innovative dairies, Farmland Dairies launches a new campaign on March 1 aimed directly at the health conscious consumer. To reach this market they've enlisted Health Club Media Network (HCMN), the U.S. market leader in the field of health club advertising and marketing.

"Our company is always looking for innovative ways to reach active and health-conscious adults while measurably impacting Skim Plus sales," said Stephen Raiola, marketing and merchandising manager for Farmland Dairies.  "The size and quality of clubs in the HCMN network, particularly in the New York DMA, is the perfect environment for us to reach our consumer audience and engage with them."

The two month-campaign created by New Jersey-based Linett and Harrison, focuses on Farmland Dairies' Skim Plus Fat Free Milk, featuring the tagline "Mouthwatering (not watery)". The campaign will appear on HCMN panels featuring QR codes that allow consumers to scan the image with their mobile phones for instant product information as well as details on how to get free product samples of Skim Plus Fiber or Skim Plus with Omega-3. Panels will also feature tear-off, instant redeemable coupons (IRC) valued at $1.00 off the product.

Utilizing HCMN allows Farmland to target a specific demographic, while intelligent use of QR codes and coupons creates a cohesive and timely campaign.

"While consumers are at the gym, they are focused on their health and wellness and therefore a highly captive audience for products that fit their healthy lifestyles," said Richard Hirsch, EVP, Health Club Media Network. "This combination creates the perfect storm for CPG brands, who turn to HCMN's network for consumer interaction and high redemption rates from couponing."

Conceptually advertising remains fairly static: define your audience, determine the best mode of delivery, create a cohesive, intelligent campaign. But doing what has always been done is not always the answer. Finding extraordinary ways to execute the ordinary is the challenge; making good use of new technology like QR codes is a good start.

The Point of Sale News, an online magazine dedicated to the retail industry.

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Barcodes and Mobile Devices Save Lives

In an innovative twist on QR code usage, The Girls of Penthouse magazine has created an entertaining way of using 2D bar codes. Starting this month, in "The Girls of Penthouse" magazine, readers can find a number of QR codes that, when scanned, will provide the reader more information about the girl in the story, and discounts at the online Penthouse Store (www.penthousestore.com) . 

In the case of Ryan Keely, Penthouse Pet of the Year Runner Up, who writes a column on sex advice in Penthouse Forum, - scanning the QR code at the end of her column will provide tips for better sex.

Eric Danville, Managing Editor of Penthouse Forum, and The Girls of Penthouse, describes the intent: "Penthouse is looking for ways to engage the reader and bring some fun into the interactive experience of QR codes." It's a new technology and we want to bridge the gap between magazine and reader."

We first became aware of the upcoming issues several months ago, when we received a call from Penthouse asking about the creation of QR codes for the magazine. To say our interest was piqued would be an understatement.

Will the readers of Penthouse respond to the QR codes and scan them? "We won't know for a couple issues" says Danville. "Our readers enjoy new technology".

These are new and novel uses of QR code. As we see it, these are some of the most interesting ways of interacting with the reader since the invention of the scratch and sniff advertisement. There is a similar element of instant gratification. We like that!

Magazine readers should be sure to look for a message from Penthouse Pet of the Year Nikki Benz, in her pictorial, which will contain a QR code.

We salute the creativity at Penthouse and look forward to seeing more inspiring uses of bar codes in the future!

YouTube Video's that illustrate how to make labels and bar codes:

1. Create a QR Code for business cards

2. QR Code for Signs and Flyers

3. Create a UPC Bar code

4. Make sheets of bar code labels

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The cufflinks are solid stainless steel, laser-etched with a 2D Barcode. Customers can choose from one of the three ready-made messages below or embed their own message or URL up to 31 characters long into the QR Code.

A - I love you
B - I <3 geeks
C - Barcodes FTW

note: FTW= For the Win, an internet expression of enthusiasm.

The cufflinks fall under a category Blend Creations calls “Geek Chic”. In this category, they also offer emoticon cufflinks and twitter pendants that can be engraved with your twitter handle. The jewelry is high-quality and well-designed, as indicated by the price ($110 for the QR code cufflinks). These are not gag gifts. These classy accessories are intended for people (like me) who celebrate and embrace their geekiness.

But why a diminishing moniker like “QR barcode Secret Message Cufflinks?” QR Codes aren't purveyors of secret messages, they are efficient, legitimate communication tools intended to bring content to the masses. I know what you're thinking, c'mon, Katrina, its just semantics. But is it? The words we use have power, they define our experience here on this planet. There are a number of Marketing Directors out there who would argue that QR Codes are most definitely not secret message carriers. After all, a marketing message isn't supposed to be a secret.

But then again, maybe it is the very secret message nature of the QR code that drives its success as a vehicle for information delivery. Maybe we're all just a bunch of kids running around with expensive, high-tech encoder rings that we also happen to be able to make calls on.

Either way, as soon as Blend Creations releases that QR code secret message pendant you can bet your ascot I'll be wearing one. What will it say? Well, that's a secret that only people who can get close enough to scan me will find out.

Blend Creations is running a January Giveaway where you may be able to snag a free twitter charmer necklace. Read their blog for more information.

The Point of Sale News, an online magazine dedicated to the retail industry.

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QR Codes Pave the Road to Fame

In the field of marketing, if a strategy or tactic proves to be successful it will often be repeated time and again until that level of success starts to diminish. If 2D barcodes, as a tactical element in a campaign, were thought to or actually proved to help drive corporate advertising and promotion campaign response rates, etc., it would stand to reason that 2D barcodes would become a standard fixture in advertisements and pieces of collateral. But this is not happening. What we often find is that any one company will use a 2D barcode in one campaign and then never again, even though they continue to conduct traditional advertising. Or, a company may use a 2D barcode in one channel, but not across multiple channels. The frequency and breadth of exposure becomes almost non existent at that point, which is an issue in and of itself, and might lead one to believe that 2D barcodes are not generating the results that a company had envisioned or were lead to expect, so the continued use of barcodes by any one company quickly drops off.

While there are a variety of factors which might explain the lack of success and poor results that many companies have experienced with 2D barcodes, what often lies at the root of the problem is a failure to properly formulate, integrate and execute 2D barcode campaigns from the start. Oftentimes, it appears as though the use of 2D barcodes is a mere afterthought in the creative and development process. What may also be happening is that the agency pitches the idea of being viewed as cutting edge (i.e., by placing a 2D barcode) but, unfortunately, the agency has not done their homework and goes about developing and delivering a half-baked campaign.

As with many facets of marketing, there are often a number of best practices which can be deployed to ensure a greater chance of success, effectiveness and efficiency. Let’s review five of the more fundamental of best practices, as they relate to the use of 2D barcodes.

2D Barcode Best Practice #1

Companies must realize that a 2D barcode placed in a print advertisement or on a piece of marketing collateral is merely one more tactical method by which a company can engage and interact with a customer. It is also a gateway between the print world and the digital world. 2D barcodes in and of themselves should not be viewed as “the strategy.”

2D Barcode
Best Practice #2

With a 2D barcode displayed in an advertisement, the advertiser must provide a reason or use a call to action that is strong enough to attract a consumer's attention and will have them wanting to take out their mobile phone, launch a code reader app, scan the code and then filter through the content that is provided, also known as the scan resolve. Similar to any other form of advertising, whether it be direct mail, email, internet, telemarketing, television, radio, etc., 2D barcode-based advertisements must have a meaningful and purposeful call to action, and if the call to action is focused on or directly linked to the code, all the better.

2D Barcode Best Practice #3

Because 2D barcode technology is still so new in the United States, companies should not assume that consumers know what to do once they see a 2D barcode. For this reason, companies that choose to make use of 2D technology should incorporate descriptive and/or instructional copy next to the 2D barcode. This way, consumers will know what the code symbol is, where to find a code reader app and where they will go once the code is scanned.

2D Barcode Best Practice #4

If by scanning a 2D barcode a consumer is brought into the digital world via their mobile device then companies need to realize that there is a vast difference between a traditional or desk/laptop internet experience and a mobile phone internet experience. When developing a 2D barcode campaign, companies should build out a mobile website to house whatever content is to be provided to the consumer. Optimizing sites and/or content for mobile is key if the advertiser wishes to keep a consumer engaged past the original advertisement and call to action message.

2D Barcode Best Practice #5

Companies often limit the use and exposure of their 2D barcodes to the print channel only, and this should not be the case. Companies should incorporate their 2D barcodes across multiple channels in order to increase exposure, and response rates, that much more. Instead of just print, companies should consider the out of home, in-store, on package, direct mail, internet and event channels, as well. If a 2D barcode is used in various channels then the company must make certain that, in each instance, the 2D barcode message and scan resolve makes sense and is relevant to that specific channel.

If your company plans to use 2D barcodes in future campaigns know that these five best practices merely scratch the surface. There are a number of other best practices to employ not only from a marketing perspective, but also from a technology perspective.

In summary, 2D barcode advertising needs to be given the time, energy, resources and overall consideration that any other form of advertising (e.g., direct mail, email, telemarketing, television, radio, banner ad, landing page, text message, etc.) might take. There are no quick fixes and shortcuts are not recommended in order to be successful. Companies, as well as their agencies, must do their homework to fully understand the technology and how best to apply it. And, hopefully, the information provided in this article is a start.

About the Author

Roger Marquis is the founder of 2D Barcode Strategy, a marketing consultancy that focuses on the use and strategy of 2D barcode technology for marketing, advertising and general business purposes. Prior to this, Mr. Marquis held senior-level marketing management positions at leading global organizations within the financial services, technology and publishing industries, and he conceived and managed True Wind, a travel accessories company. Experienced in all aspects of the marketing mix, and knowledgeable of digital and traditional marketing practices, Mr. Marquis is considered a thought leader in the ever growing 2D barcode industry and is known for providing insightful analysis and commentary on the subject matter.

The Point of Sale News, an online magazine dedicated to the retail industry.

Retailers Are Mobilizing POS

QR Cufflinks Carry Secret Messages

YouTube Video's that illustrate how to make labels and bar codes:

1. Create a QR Code for business cards

2. QR Code for Signs and Flyers

3. Create a UPC Bar code

4. Make sheets of bar code labels

Fasten your seatbelts because you’re about to be hit by some hard, naked facts. Mobio has mined its servers for Q1 2011 data and has released a report even more jarring than the last.  Evidence of increased QR code growth is everywhere; magazines, television, the internet, but each of us is only privy to our own experience. Mobio’s report provides a big-picture view that is as astounding as it is exciting.

The report shows that QR scanning traffic increased 4549% since Q1 2010. Driving this increase in part is a rising number of consumers with scanning capability. Consumers who added QR scanning capabilities during Q1 2011 increased nearly 10 fold versus new users added in Q1 2010. That is an increase of 938%. Exposure and familiarity with QR barcodes, driven by big brand advertising is the leading cause in user registration.

The success of large campaigns like Calvin Klein’s is also a factor driving these numbers: “It was very successful and you will see QR codes continue to be integrated into ourupcoming campaigns.” stated Jennifer Crawford, VP of Corporate Communications, Calvin Klein, New York.

The leading age demographic continues to be the 35-44 year old crowd, however The 55+ age bracket is showed significant growth at 13% versus 11% in December 2010.

Women continue to dominate QR code scanning (68%), and have increased their dominance since 2H 2010 by 5%. As a group, they show a higher interest in the ease of collecting information on products and services, entering contests, and making purchases using their
Smartphones.

Receiving information on a product or service remains the leading scan resolve. However, although payment scans only represent 6%, they have grown 256% from Q1 2010 to Q1 2011.
It would appear that on the whole people are becoming more comfortable with making payments from their smartphone.

Those are the facts right in front of you, naked and vulnerable. Draw your own conclusions.
The full report contains more naked facts. You can download it here. 

The Naked Truth About QR Codes

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ShopSavvy - Save Money by Scanning

ShopSavvy is a bar code and QR code reader app for the iPhone that allows users to easily compare prices online and in the immediate area to ensure that they always get the best prices. Simply point the iPhone app’s laser scanner at the item’s bar code, and without even having to click, the QR code reader automatically reads the UPC code and recognizes the product. I used the iPhone app to compare prices online, but unfortunately, for some products I scanned there were no local stores recognized for my location. For other grocery items the local store feature worked well. When it did work, for Uncle Ben’s Whole Grain Fast & Natural Brown Rice, I discovered that I would have saved $0.67 had I checked the price using ShopSavvy QR code reader iPhone app before purchasing. Quite a savings! The Shop Savvy QR code reader didn’t recognize a store brand item I scanned but did offer me the option of adding the item to the ShopSavvy online library to benefit future users. An added feature of this iPhone app is the “Deals” function, which finds local stores and their online discounts, allowing users to redeem digital coupons in the online marketplace.

Though the UPC scanning feature worked without incident on the ShopSavvy iPhone app, the QR reader was slightly more difficult to use. One QR code I attempted to scan would not load at all. Another picked up a web address for me to navigate to on my own, separate from the iPhone app. The third attempt loaded the website into the popup browser without incident. A simple click of “back” in the upper left corner took me back to the ShopSavvy iPhone app – which was very convenient. Overall, while the UPC scanning abilities are excellent on this app, the QR code reader seemed to require very deliberate, still, and precise placement of the scanner – which may be inconvenient for iPhone app users on the go.

I highly recommend the ShopSavvy iPhone app for shoppers looking to get the best deals both online and in local stores. The “history” feature makes it easy to sort through previous scans, and if you set up a ShopSavvy account through the iPhone app, you can even make online purchases at the best prices though the app itself. The scanner works really well for product bar codes but not quite as well as a QR code reader. However, this iPhone app feels as if it’s targeted more at thrifty consumers who would be seeking the best deals, and for that function it works like a charm.

QRganize - Organize and Save Your QR Codes

The QR code reader and organizing iPhone app QRganize has an excellent QR code reader that I found had just the right sensitivity. It easily read QR codes that I found in a magazine and offered me the option of loading the linked site or sorting it into my QRganize library within the iPhone app. The preloaded library categories more than met my organization needs, but of course the iPhone app allows users to customize the categories to suit their purposes. iPhone app users can add their chosen categories to their personal libraries and sort scans as needed. The number of preloaded categories is huge; so many it’s almost overwhelming. You can also “share” your QR codes on Twitter or Facebook with the click of a button. This is a convenient function for all those social media addicts out there.

Though this iPhone app was successful with most QR codes I tried, there was one I could not get the QRganize QR code reader app’s scanner to pick up. Perhaps it was the fault of the advertiser because the mobile code icon looked blurry and off-size to my eyes, but regardless of what distance at which I tried to scan it, my iPhone app would not read the QR code.

The QRganize iPhone app takes users directly to the scanned website within the iPhone app’s own browser, making it easy to backtrack to the main screen with a click of “Preview” in the upper left corner. The free version of the QRganize QR code reader I downloaded from the iPhone App Store did feature small, unobtrusive ads at the bottom of the screen. They were easily closed and didn’t interfere with my user experience.

A neat-freak myself, I love the organization and sorting feature of the QRganize QR code reader iPhone app. The name really suits the product for this application. With only one minor glitch in attempting to scan a QR code that wouldn’t read, I found this iPhone app to be user-friendly and easy. Even someone with limited iPhone app experience could easily acquaint themselves with the world of QR code readers by downloading and utilizing QRganize.

QRReader - QR Code Reader and Generator in One

The QRReader iPhone app is a basic QR code reader that does not offer a UPC or “product code” function. What is lacks in product scanning functionality, however, it makes up for in the ability to create your own custom QR codes. I successfully created and shared on Facebook a QR code of my personal website’s URL for all my friends to scan and use. This iPhone app offers the QR creator function for URLs, phone numbers, geographical locations, email addresses, and more. This feature is a real bonus for iPhone users with an online presence that seek to be on the cutting edge of digital technology.

The iPhone app stores previous scans in the QR Codes section and allows you to easily access your history. You can also store specific QR scans under your “favorites” section. In many ways, this QR code reader might be the best place for a new user to begin because it is specifically targeted for two functions: scanning and creating personal QR codes. In an iPhone app marketplace jammed with apps that offer different functions, the QRReader iPhone app is simple and unintimidating-- functional, no frills, and easy-to-use.

Summary

Overall, these three iPhone apps each have specific strengths that make them valuable and viable entries to the QR code reader app market for iPhones. I appreciate the ShopSavvy QR code reader app because it caters to my consumer savings needs. I enjoyed the organization and sorting capabilities of QRganize. And QRReader offers basic functionality for users new to the QR code reader app marketplace. I look forward to the continued development of this exciting smartphone technology.

Related articles:

Android Bar Code Scanner Apps: Comparison Shopping With Your Smart Phone

Scan Bar Codes With Your Tablet: A Review of Popular Apps

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2D Barcodes may solve the age old problem which conditioner is best for my hair type?

 Herbal Essences addresses this issue with a new retail campaign utilizing Microsoft's proprietary 2D barcode, the Microsoft Tag. The Tags will be found on in-store shelf talkers, easily accessible by smartphone enabled shoppers. The primary goal of the shelf-talkers is to help shoppers determine which collection of hair care products are best suited for their hair type. The 2D barcode serves as the perfect interactive tool for finding the right product. Scanning the Tag allows shoppers to view detailed descriptions of each hair care collection that corresponds to their hair type. Don't know your hair type? Take a quiz to determine it. Also available via 2D barcode: product reviews and YouTube videos with tips on hair styling.

Herbal Essences has executed the campaign in over 53, 000 stores nationwide, including CVS/pharmacy and Walgreens.

Microsoft Tag is Microsoft's proprietary 2D barcode. Like other 2D barcodes, it can be displayed anywhere to connect almost anything in the real world to information, entertainment, and interactive experiences on a mobile phone. The primary point of difference between a Tag and standard 2D barcode is that Tags come in color, and can be customized with a logo, product image or other design. Tags are scanned using the free downloadable Microsoft Tag Reader at www.gettag.mobi.

The beauty behind this Herbal Essences campaign lies in its usefulness. With the novelty of the 2D barcode withering somewhere in 2010, brands need to seek out uses for this technology that provide an actual benefit to the consumer. In this case, the Tags provide valuable information that fosters good decision-making at the very location where the decision is being made. This assistance itself will make for a favorable brand impression, one that will expanded when the customer arrives home to find they have actually chosen the right conditioner for their hair type.

The Point of Sale News, an online magazine dedicated to the retail industry.

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Barcode and POS Industry Luminaries Predict the Future of 2011

Perhaps American supermarkets are poised to help solve the problems of inconvenience and frustration by taking a cue from their Asian counterparts. In a move that combines brilliant marketing with outstanding customer service, grocers in two Asian countries are revolutionizing the shopping experience. Using Quick Response (QR) Codes®, consumers with smartphones can shop a virtual grocery store while waiting for the subway.

This is a QR Code:

It’s easily recognized by the squares at three corners of the symbol. These are called “position detection patterns.” The positioning squares are like crop marks on a photo, allowing the smartphone’s scanner to pick up the encoded message within those parameters.

The encoding is based on the contrast of dark elements on a light background. The information included in these intricate designs is vast.

Marsha Harmon, Vice President and Chief Operating Officer of Q.E.D. Systems explained it this way in an article entitled QR Codes: Everything You wanted to Know, “QR Code is capable of encoding more than 7,000 characters in a single symbol [compared with] a single barcode symbol [that] typically stores around 20 digits. A QR Code symbol encoding the same 20 digits would be one-tenth the size of the bar code.”

South Korean Supermarket Tests Interest for QR Grocery Stores in Subway

UK-based Tesco’s Home plus is making it possible for people to shop while waiting for their train in a subway in Seoul, South Korea.  They have posted “wallpaper” replicas of grocery store shelves, featuring images of grocery items accompanied by QR codes.   After downloading the appropriate app to their smartphones, these subway shoppers simply scan the QR codes for the items they want, and the items appear in a “shopping cart” in their smartphones.  The app allows them to checkout, submit payment, indicate when they want delivery, and head home. The items are delivered to their doors within the next day.  Cheil Worldwide, South Korea’s largest advertising agency, is working with Tesco Home plus to promote the idea.

And the trend is catching on among other Asian nations. For example, subway lines in Shanghai and bus stations in Beijing have been equipped with billboards showing around 80 products with QR Codes. The company behind the Shanghai-based company is Yihaodian, in which Walmart has an investment.

Are American Grocers Ready?

A rapidly growing number of Americans now own and use smartphones, for everything from texting, taking photos and videos, installing applications for specific products and services, surfing the web, scanning bar codes or QR codes, and, of course, actually speaking to someone.  So would this growing segment of the population use their smartphones for virtual shopping?  And would American grocers give them the opportunity?

Some US stores may be moving in that direction, include Lakeland, FL-based Publix, which has recently introduced on-line shopping with curbside pickup as a test at two of their stores. Walmart, Amazon, Safeway and Peapod are also testing online order/delivery services in selected markets.

No current research, however, suggests that any of the major chains are ready for creating a total virtual shopping experience via QR Codes. That may change. A combination of the needs of today’s consumer, the marketing successes experienced by the initiatives in Asia, and the increasing availability of applicable technology may move American supermarket giants to test the waters of QR Code virtual grocery shopping.

QR Codes Collect Customer Feedback for Canada Post

QR Codes Helping Us Get Back to Nature?

Penthouse Mag Barcodes the Babes, Sex Advice via QR code

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