Today’s post comes from Bridgz channel service rep Dawn Wadtke.
One of my favorite department stores has recently implemented a promotional campaign involving the use of QR codes, which shoppers can scan to gain access to all sorts of informational content, videos, contest entries and more.
For those who are unfamiliar, QR (or Quick Response) codes are matrix barcodes that can be scanned with the camera from a smart phone through an application. Given the saturation of devices with these capabilities, QR codes have become a popular way for trendy stores and companies to engage with customers.
Unfortunately, while I’d love to own a smart phone, I’m just not able to right now, and I’m certainly not the only one.
So while prominently featuring QR codes throughout their stores might help this company to connect with a certain segment of its customer base, it simultaneously pushes another segment away. Why should I be deprived of these promotions just because I don’t have a certain type of cell phone? And what about shoppers with smart phones who don’t know how QR codes work?
This is the paradox faced by companies seeking to utilize a relatively new technology as a marketing tool. There will always be a portion of customers that don’t have access to the capability, or don’t understand it. This is not to say that using QR codes is a bad idea, but it might be advisable to offer an alternative method for others to access the same information and promotions, because being left out is never a great feeling.