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DSW aims to increase shoe sales via QR code initiativeBy Rimma Kats
The magazine ads which feature the mobile bar code can be found in several publications including Heart’s Cosmopolitan magazine. DSW is just one of the many companies that is realizing the potential of placing QR codes on static ads as another way to engage consumers.
DSW is a branded footwear and accessories retailer. It operates 319 stores in 39 states and supplies footwear to 352 leased locations.
The static magazine ad reads “Where’d You Get Those Shoes?” and features a model who is wearing a pair of shoes.
On the bottom left hand corner of the ad there is a QR code.
The DSW magazine ad
Readers are encouraged to scan the mobile bar code to get a leg up on Spring fashion.
Although readers are not educated on what mobile bar code they can use to scan the QR code, users can download the Scanbuy mobile application to engage with the ad.
When consumers scan the QR code they are taken to DSW’s mobile site where they can browse spring trends.
Users can also shop by category such as women, men, kids, handbags and accessories, luxury and clearance.
Those that are looking for a specific item can use the search functionality on the top of the mobile site to help narrow down a certain product or brand.
The mobile site also lets consumers find the nearest DSW location to view products in person.
Consumers can also check their order status, view DSW’s rewards program and use the click-to-call feature to call DSW.
Placing QR codes on static ads help advertisers bring their marketing efforts to life.
An ad campaign such as this takes the static magazine ad to another level.
Instead of flipping to another page, this helps build a consumer, brand relationship. Users can take their mobile device out and interact with the brand and then shop products no matter where they are.
This is not DSW’s first foray into mobile.
Last year, the company launched its mobile commerce-enabled site that let consumers make purchases and redeem loyalty points.
The shoe retailer previously had a mobile-optimized version of its Web site. However, with the amount of traffic coming from mobile doubling in the past year, DSW realized it was time for a bigger commitment to the space (see story).
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