Quick Response Code Eric Spector and Kevin McGehee
History Matrix barcode: or two-dimensional code first designed by Toyota Fast readability and large storage capacity compared to standard UPC barcodes Consist of black modules arranged in a square pattern on a white background. The information encoded can be made up of four standardized kinds ("modes") of data through supported extensions of data
QR Evolution Initially used to track parts in vehicle manufacturing Now used over a much wider range of applications: Commercial tracking Entertainment and ticketing Product/loyalty marketing Mobile couponing where a companys discounted and percent discount can be captured using a QR Code Storing a companys In-store product labeling
How..? How does the consumer read the code? QR codes are read through smart phone applications such as Kaywa, and can scan, search and register the code in less than one minute. How do you generate a code? QR codes are easily generated through sites such as Kaywa.com or Google, who has recently released QR Generator of their own How can marketers use the code? QR codes are currently and most commonly being used by being featured on print advertising, posters, invites, menus, retail bags, and television ads: Product details Contact information Offer details Event details Coupon redemption Twitter, Facebook, MySpace, LinkedIn Links YouTube videos and advertisements/teasers
Generation and Monetization QRstuff.com Allows the user to both generate the QR code and customize clothing, accessories, and household goods featuring the code for promotional items unitaglive.com Unique custom codes with an additional tracking and metric service PayPal Membership services now support QR transactions for an additional fee to retailers
Prevent Quirkiness, Get Creative 20.1 million The number of U.S. mobile phone owners that used their devices to scan a QR code in the three month tracking period ending October 2011 QR Codes are seen to “have potential” “The ability to access information won’t drive customers to a product’s site unless there’s a reason for them to do so”
Prevent Quirkiness, Get Creative Enhancing the User Experience The Cleveland Museum of Art Direct visitors to audio tours to provide more in- depth information.
Prevent Quirkiness, Get Creative Streamline the Customer’s Visit Starbucks is using QR codes to streamline the way they interact with customers Customers can now integrate their pre-loaded Starbucks card and their phone app pay more quickly and manage accounts learn about new and seasonal products Design/customize drinks Redeem and track rewards Located store locations
Prevent Quirkiness, Get Creative Personalized Gift Giving This past holiday season, retailer JCPenney allowed customers to add a personal touch to their gifts "Santa Tag" with an accompanying QR code By scanning the code, the giver could record a personalized voice message for the recipient and then attached the code to the package
Potential Threat Near Field Communication A set of standards for smartphones to establish radio communication with each other By touching chips/devices together or in close proximity the “chips” can communicate and provide: Contactless transactions Data exchange Simplified setup of more complex communications, such as Wi-Fi With NFC marketers are able to measure and authenticate the viewing of ads Confirm actual consumer engagement Leverage mobile’s one-to-one communication Deliver personalized offers at the point of purchase Email, mapping, and browser history tracking
QR Codes Add to AdvertisingMAKING CURRENT MEDIA MORE INTERACTIVEThrough providing additional outlets for advertisers toconnect, engage, and communicate with the consumer
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