ScanLife reports on the performance of QR codes
ScanLife, a leading mobile engagement platform, has released a new report concerning the performance of QR codes during this year’s Black Friday. Black Friday was heralded as a monumental day for mobile commerce and the day itself did not disappoint. Several retailers have reported positive gains in the wake of Black Friday, largely due to the various mobile commerce ventures they had in place for the holiday season. Though QR codes are not often linked with mobile commerce, ScanLife notes that the codes saw a great deal of positive attention on Black Friday.
Codes beginning to break away from marketing
QR codes are most often used in mobile marketing as a way to engage mobile consumers. The codes are proficient in this task, though relatively rarely used by actual consumers. Recently, QR codes have been growing in prominence in the mobile commerce space, where they are being used to provide information concerning particular products or link to an e-commerce site. Typically, the codes receive modest attention from shoppers, but were able to attract a lot of use on Black Friday.
ScanLife sees 50% increase in QR code engagement
According to ScanLife, mobile barcode scans rose over 50% higher than the daily average on Black Friday. ScanLife itself processed more than 250,000 unique scans during the shopping day, with 75% of all scans coming from QR codes rather than any other barcode. The consumer electronics and retail industries saw the most traffic through QR codes during Black Friday.
Codes could become a staple in mobile commerce
Though QR codes are often criticized for the poor engagement statistics, they served a vital role during the holiday shopping weekend. The codes helped make mobile commerce a success during Thanksgiving day and Black Friday. The performance of the codes may help encourage retailers to make use of them to further mobile commerce and shopping initiatives. The codes could also be used in virtual “pop-up” stores, where they can be scanned by consumers to purchase products.
BWild |
November 27, 2012
Survey shows UK consumers want better QR codes
A new study conducted in the United Kingdom by Hitachi Consulting shows that British consumers are willing to use QR codes, if only marketers and businesses were able to use them effectively. QR codes have become favored tools throughout the advertising industry, with many agencies leveraging the capabilities of these codes to engage mobile consumers. Though advertisers and businesses have shown major favor for the codes, consumers have been less enthusiastic, with some considering the codes garish while others are entirely unfamiliar with them.
12% of consumers have scanned QR codes while shopping
According to the survey, approximately 12% of all British consumers have ever scanned a QR code while shopping. Another 36% said, however, they would be willing to use QR codes if they provided them with discounts, rewards, and more personalized services. The survey shows that younger consumers are more likely to use QR codes if they know they will be rewarded for doing so. Overall, consumers want to see QR codes used in a less ambiguous way so they know exactly what the codes are for and how they can benefit from scanning them.
Young consumers considered ideal target for QR codes
Young consumers, in particular, are an ideal target for QR codes because these people have already shown interest in the codes in the past. These consumers are steeped in mobile technology and have already established some degree of familiarity with QR codes and barcode scanning applications. As these consumers become more prominent in markets around the world, advertisers and companies have been looking for ways to engage them, using QR codes as an effective tool. Surrounding these codes in a shroud of vagueness, however, has proven unattractive for young consumers, who are demanding more straightforward and clear services.
Consumers demand more straightforward codes
Despite the relatively low use of QR codes amongst UK consumers, the codes remain one of the most widely used marketing tools in the advertising space. Marketers consider the codes to be highly effective in their ability to engage consumers, even if these consumers do not actually use the codes. The survey suggests that retailers may have to take a new approach to their use of QR codes if they want to engage a younger audience.
