Thursday, August 18, 2022

Using QR codes to get closer to consumers

A recent study reveals QR codes are an effective way to deeply connect brands with consumers.

According to the study from out-of-home (OOH) media company Shopper Media, 8-in-10 of the consumers surveyed have been using QR codes regularly, compared with a few years ago. Covid-19, adds Shopper Media, has changed consumer behaviour, with QR code use becoming habitual in our day-to-day lives.

“Marketers are increasingly integrating QR codes, allowing customers to deepen their understanding of the brand’s offering or explore products and services through virtual and AI experiences,” says Shopper Media Head of Marketing Karissa Fletcher.

“More than half of [the] consumers [surveyed] (55%) have scanned a QR code within an advertisement or promotion in the last four weeks (not related to Covid-safe check-ins).”

QR codes’ versatility

Brands are said to be taking advantage of the versatility that QR codes offer in accelerating a call to action. With the ability to personalise experiences by location or audience interests, says Shopper Media, activations such as in-store promotions, sign-ups, product reviews and tutorials allow brands to better connect with consumers through additional touchpoints and experiences.

“With consumers now comfortable scanning QR codes, there are increasing opportunities for cross-channel interactions throughout the shopping journey,” says Ms Fletcher.

“QR codes can elevate retail campaigns with innovative augmented reality and artificial intelligence, making the brand experience more tangible beyond the purchase event.”

To drive awareness of promotions or products available in store, Shopper Media notes that QR codes on retail OOH advertising create connections at the point of purchase, disrupting consumers at the right time while they are in a shopping mindset.

“Beyond the novelty of scanning a QR code, the impact to brand salience can be significant,” says Ms Fletcher.

“Over half of [the] consumers [surveyed] (55%) are likely to scan a QR code displayed on shopping centre advertising when it is for a brand they like, and 75% say that QR codes are a useful way to get more information about a product or service.

“This study highlights how brands can benefit from the immediacy of placing up-to-date product and pricing information in the hands of customers, increase customer leads and deepen engagement and brand loyalty while in a shopping environment.”

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