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QR Codes - Transforming the Retail Experience

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Overview of 2D Barcodes in the Retail Environment, Primary Research with Key Retail Leaders

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QR Codes - Transforming the Retail Experience

  1. 1. QR Codes Transforming the Retail Experience<br />Dr. Raj Veeramani<br />Professor and Executive Director <br />UW E-Business Consortium<br />Bill Finn<br />President & CEO <br />Finn Digital<br />
  2. 2. QR Codes – The basics<br />QR codes are a type of two-dimensional bar code.  <br />QR codes are intended to be scanned by the camera on a mobile phone, providing a fast and easy way to transfer information. <br />The phone uses a reader application to recognize the QR code and convert it to a small amount of data, either text or often a URL pointing to a mobile web page.<br />2D barcodes can contain more information than a traditional one-dimensional barcode.  They are also easier to read at various angles, difficult lighting conditions, as well as for device cameras with limited focusing capabilities.  <br />
  3. 3. Types of 2D Barcodes in retail<br />Microsoft Tag<br />QR Code<br />
  4. 4. Why retailers should care about QR codes<br />Growing use of mobile devices by consumers<br /><ul><li>82% of consumers already use mobile phones during their shopping trips (InsightExpress study)
  5. 5. By the end of 2011, over 60% of mobile phone users in the United States will own a smartphone capable of scanning mobile tags (Peter Mayer Research)</li></li></ul><li>With QR Codes and mobile devices, shoppers can now connect the physical world with the digital world in unprecedented ways<br />…. creating whole new ways for retailers toattract, serve and keep customers<br />
  6. 6. Enrich the customer experience in the store<br />Educate customer about product<br />Social media interaction with other shoppers<br />Store specific information to ease shopping (availability, recommendations, etc.)<br />Engage the customer (at the shelf) <br />Call to action<br />Understand purchase intent<br />Cross-channel follow-up and customer care<br />Reward the customer<br />Timely and relevant offers<br />Bottom line: Make shopping easy and fulfilling – Strengthen customer value proposition and brand loyalty<br />
  7. 7. The journey has only now begun…<br />Best Buy<br />Home Depot<br />Target<br />Macy’s<br />Walgreens<br />CVS<br />Meyer<br />Campbell’s<br />General Mills<br />Domino’s<br />Procter & Gamble<br />And more<br />
  8. 8. 2D Barcodes<br />IRL* Retail<br />* In Real Life<br />
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  13. 13. Success-Building<br />Define business goals<br />Awareness<br />Lead generation<br />Drive sales<br />Strengthen loyalty<br />Create buzz<br />Set expectations with barcode display<br />Describe the experience<br />Guide the activity & outcomes<br />Set metrics, define success<br />
  14. 14. Success Components<br />Attention-getting<br />Call-to-action<br />Relevancy<br />Incentive/offer<br />Value content<br />Contact-, data-gathering tools<br />Followup mechanism<br />
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  16. 16. Getting Up Close With The Leader<br />
  17. 17. Best Buy<br />Complete code coverage.<br />
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  25. 25. Missed Opportunity<br />
  26. 26. Social Star, Barcode Black Hole<br />
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  28. 28. Hidden Gem<br />
  29. 29. Nearly perfect.<br />Prominent signage Placement near registerGuiding languageSMS alternativeTells me what I’m going to seeElegant mobile web appNeeded:Guidance to download scanning software.<br />
  30. 30. Competition: Fail<br />
  31. 31. Retail Giant<br />Do we get lucky?<br />
  32. 32. Big sale, big style<br />Short on barcodes<br />
  33. 33. Individual stores, independent activity<br />
  34. 34. On Target?<br />
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  43. 43. Breaking Through<br />
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  54. 54. Brand Experience<br />
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  56. 56. AnotherPremium Brand<br />
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  58. 58. Most Engaging<br />
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  61. 61. Unlikely Contender<br />
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  64. 64. Nicely done!<br />
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  79. 79. Nicely done, strong consumer engagement<br />Shelf-talker, quiz, more information, video how-to<br />Herbal Essences<br />
  80. 80. http://www.youtube.com/watch?v=9xfjzbFXrh4<br />
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  84. 84. Nice work!<br />Incentive to participate, sends consumer through retail experience, drives from web to in-store experience. <br />
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  86. 86. CONSUMER<br />RETAIL <br />EXPERIENCE<br />PRODUCT <br />EXPERIENCE<br />The Magic TrianglePart 1<br />
  87. 87. MOBILE WEB<br />IN-STORE<br />CATALOG,<br />CIRCULAR<br />The Magic TrianglePart 2<br />
  88. 88. ENGAGE<br />Lead my interest.<br />
  89. 89. INFORM<br />Make me feel smart<br />
  90. 90. GIVE VALUE<br />Really, why should I care?<br />
  91. 91. SHARE<br />Let me tell my friends<br />
  92. 92. COUPONS?<br />Quick fix.<br />
  93. 93. LOYALTY REWARDS?<br />Now you’ve got me.<br />

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