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Improving DSW's QR Code Implementation, marketing


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Quick presentation I put together when talking to a marketing recruiter at DSW about improving a small part of their mobile marketing strategy.

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Improving DSW's QR Code Implementation, marketing

  1. 1. Glamour March 2012 Page 161taking the DSW mobile shopping experience to the next level. Shay Merritté for DSW Mobile 3/19/2012
  2. 2. While waiting for my girlfriend to get ready for dinner tonight I was flipping throughher most recent issue of Glamour on the coffee tablewhen I came across a DSW ad with a QR code onpage 161. MARCH 2012 Amanda Seyfriend FASHION FYI DSW AD Page Page 160 161 2
  3. 3. And was treated to a pretty nice mobile optimizedSo I scanned it. DSW site. Same shoes as in the ad, very nice detail that ties the two pieces together. Nice trackableshortened URL that previews where the code is taking the user. 3
  4. 4. Pretty well executed m-commerce experience, but how can it be improved to providea more cohesive, branded experience, that surprisesand delights the consumer, leveraging the power ofnew mobile platforms and recent developments in HTMLstandards. Since DSW has seen a doubling of mobiletraffic over the last year, there is a real opportunity forDSW to create a true multichannel experience thatprovides real value that differentiates DSW fromother digital and traditional footwear and accessoryretailers and speaks to the built in audience of 17 millionDSW Rewards members. In the following pages I will present one quick idea on creating a more compelling QR enabled experience across the platforms of : QR Mobile Shopping Experience Experience Experience 4
  5. 5. 8” Can you see Currently me now?11” .5” O ne of the most difficult aspects of using QR codes for marketing purposes is the necessary evil that they .5” kind of ugly and usually do not fit within the overall design of the marketing piece. One way to overcome this is by making it small and tucking it away in the corner as in the March issue. The problem is that while smartphone cameras have drastically improved over the years, many 8” smartphone owners are still using legacy Needs To Be At Least iPhone and Android handsets that have camera resolutions of 2-5 MP which makes it difficult to discern the nuances of the code at current sizes especially with11” 1” environmental light and shadow factors. QR codes should be large enough to be legible to be scanned by a variety of new and old handsets on the first try, otherwise 1” most consumers will give up and skip the experience. 5
  6. 6. What’s The Weather? yourforecast Sundayzip code L everaging the GPS functionality of browsers tied to smartphones, this revision of the DSW QR linked commerce43221 experience surprises and delights by providing a 1:Many marketing message by recognizing the location of the mobile device and then pulling the weather information for the upcoming weekend and providing a curated selection of products for that weather situation. By building this one web application, DSW can provide a unique and compelling m-commerce experience tied to a content platform that is actually useful to the consumer without the consumer having to hassle with downloading an app. 6
  7. 7. Rewards? 6.1 miles Where? Crocker Park 291 Crocker Park Blvd. Westlake, OH 44145 T o drive purchasing behavior through both the m-commerce experience as well as the in-store commerce, DSW could Sun 11am - 6 pm Mon - Sat 10am - 9pm leverage the “Find as Store” functionality to provide incentives to attain a desired 1.5x bonus pointsredemption code: 4D5G80Q kind of purchasing behavior. If it was desired to drive more in-store purchasing and avoid the dreaded “Scan & Scram” behavior of many consumers, DSW could MAP IT offer a discount or points for the DSW Rewards program tied to the distance from the store a user is when using the Find A Store function in order to give them a tangible benefit to using the DSW mobile experience as part of their consumer journey to ultimately make a purchase decision. 7
  8. 8. Shay-Jahen Merritté 8