The document discusses QR codes and their potential for marketers. It notes that QR codes can link smartphone cameras to useful online content, helping marketers overcome challenges like the gap between offline and online experiences. However, the document also reports that a user study found all participants struggled with scanning QR codes in stores. It concludes marketers must invest in the overall QR scanning experience through instructions, context-driven content, and measurement to avoid consumer backlash.

1. QR Codes Decoded A Crash Course for Marketers on the Present and Future of QR Eric Anderson VP of Marketing White Horse © 2011 White Horse Productions, Inc. 1-877-471-4200

2. What exactly is a QR code anyway? QR stands for “quick response.” It’s an open-source “2d barcode” format that can be read by a smartphone’s camera and linked to useful content. © 2011 White Horse Productions, Inc. 1-877-471-4200

3. QR is just one of many 2d barcode formats. QR But unlike these others… © 2011 White Horse Productions, Inc. 1-877-471-4200

4. It’s everywhere, and it’s here to stay (for now). © 2011 White Horse Productions, Inc. 1-877-471-4200

5. QR codes appeal to marketers because they can help to overcome some of our most persistent challenges… The gap between offline ads and online action © 2011 White Horse Productions, Inc. 1-877-471-4200

6. QR codes appeal to marketers because they can help to overcome some of our most persistent challenges… Limited shelf and packaging space © 2011 White Horse Productions, Inc. 1-877-471-4200

7. QR codes appeal to marketers because they can help to overcome some of our most persistent challenges… Consumers’ limited time and attention © 2011 White Horse Productions, Inc. 1-877-471-4200

8. QR codes appeal to marketers because they can help to overcome some of our most persistent challenges… Measurable interaction in traditional media © 2011 White Horse Productions, Inc. 1-877-471-4200

9. But are consumers down with QR? We needed to know. http://www.whitehorse.com/mobile-retail/ In spring 2011, we conducted an ethnographic study of in-aisle use of mobile. We followed it with a survey of 390 smartphone users. © 2011 White Horse Productions, Inc. 1-877-471-4200

10. Our survey found that adoption is gaining rapidly among smartphone users. QR code/barcode scanning among mobile shoppers (n=329) © 2011 White Horse Productions, Inc. 1-877-471-4200

11. And contrary to claims that QR is a novelty, we found that consumers who start scanning tend to keep scanning. QR code/barcode scanning among mobile shoppers (n=329) © 2011 White Horse Productions, Inc. 1-877-471-4200

12. BUT there are problems… Every single one of our study participants who attempted to scan a QR code in the store struggled with it. Marketers and retailers aren’t giving consumers enough help with this new experience, creating a real risk of backlash. © 2011 White Horse Productions, Inc. 1-877-471-4200

13. Best practice #1: Adequate instructions and support. © 2011 White Horse Productions, Inc. 1-877-471-4200

14. Best practice #2: Context must drive content. © 2011 White Horse Productions, Inc. 1-877-471-4200

15. Best practice #3: Measure, measure, measure, and optimize. © 2011 White Horse Productions, Inc. 1-877-471-4200

16. The bottom line: Don’t invest in QR without investing in QR experience design. Thank you!Questions?Eric Andersoneanderson@whitehorse.com © 2011 White Horse Productions, Inc. 1-877-471-4200