Thursday, December 22, 2011

Some Retailers Use QR Codes; Others Might Ask Why

Quick response codes are used by retailers and others to turn an "offline" experience into an "online experience." Smart phone users can point their cameras at the codes and then be taken directly to a website.

According to new research by Nellymoser, 7.2 percent, or about 1 in 14 stores are using QR codes during the 2011 Christmas and holiday shopping season, with fashion retailers the heaviest users.

Nellymoser looked at more than 700 individual stores and 318 brands in the five largest shopping malls in the greater Boston area, including Best Buy, J.C. Penney, Macy, Neiman-Marcus, Nordstrom and Sears.

When it comes to placement, Nellymoser found a majority of the 23 chains using QR codes displayed them in their front store windows to lure shoppers with the prospect of a special deal or discount. Typically, the QR codes were applied in the form of a decal in the lower right or left corner of a window. Retailer use of QR codes

But QR codes failing to gain consumer acceptance or traction, some would say. In fact, most people probably don't even know what they are. It might be that the rapid adoption of smart phones is obviating the reason QR codes were thought to be an advantage.

There was a time when QR codes made some sense: feature phones without keyboards made typing universal resource locators quite difficult. So the QR code was supposed to allow users to go straight to a website without fumbling around typing.

As more users get smart phones with better browsers and keyboards, the need for the QR code as a shortcut is undercut.

To have gotten huge traction, one might argue, feature phones would have had to remain the staple of user mobile web access. But smart phones rapidly are becoming the devices of choice for most people, making the QR a rather less useful way of getting to a web page.

No comments:

Post a Comment