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Lumber Liquidators bets big on mobile with catalog efforts

February 7, 2013

Flooring retailer Lumber Liquidators is placing QR codes and SMS calls-to-action on the pages of its catalog to let users shop and envision how products would look in their own home.

The mobile calls-to-action are appearing in the winter/spring 2013 Lumber Liquidators catalog. Almost every page in the catalog includes a mobile component.

“Integrating mobile bar codes into a print campaign is an effective way to connect the physical world with the digital world,” said Mike Wehrs, president/CEO of Scanbuy, New York.

“If consumers are looking at a product in the catalog and have the desire to learn more or purchase that product, they can simply scan a code on the image and relevant content can be delivered instantly,” he said.

Mr. Wehrs is not affiliated with Lumber Liquidators. He commented based on his expertise on the subject.

Lumber Liquidators declined to comment for this article.

Mobile improvement
Lumber Liquidators has dedicated every page of its catalog to showcase individual hardware floor brands.

Each brand has a unique QR code tied to it on the page. When scanned, consumers are redirected to the Lumber Liquidators’ mobile site.

From there, consumers can flip through photos of the product, read product reviews and purchase hardware floor by the square foot.

Additionally, the mobile site lets consumers request a sample of the product to be shipped to their home or add an item to their wish list.

The site also pulls in recommended products that consumers may need to finish their home improvement projects.

Furthermore, consumers can locate a nearby Lumber Liquidator store by using their device’s built-in GPS.

In addition to the QR codes, calls-to-action in the catalog prompt users to text the keyword FLOORDEALS to the short code 42054 to sign-up for the brand’s email newsletter.

By texting in, consumers opt-in for Lumber Liquidators’ SMS alerts.

QR code sophistication
Many marketers are placing QR codes on printed materials to add some interaction to static advertising.

However, many times mobile bar codes are slapped on marketing without a clear value for the consumer to scan a page.

With this initiative Lumber Liquidators is showing that the company understands how mobile complements print.

Not only is the catalog chock full of mobile bar codes, but each one is unique and directs users to the specific product page on the company’s mobile site.

Nowadays, consumers read magazines and catalogs with their mobile device in hand, meaning that marketers have a big opportunity to link print and digital content.

By equipping print ads with mobile bar codes, Lumber Liquidators is able to both educate consumers on new products and ultimately drive sales.

“More consumers are relying on their mobile phone or tablet to get additional, tailored content,” Mr. Wehrs said.

“QR codes offer a simple call-to-action to a potential buyer and the marketer can now deliver content that may not fit in the real estate of a catalog,” he said.

“The future of mobile for retail is in personalized experiences. As the relationship between brands and mobile consumer engagement continues to grow, retail consumers will expect to be able to compare different product specs by scanning each product, attain coupons that they care about for brand loyalty and be directed to mobile content that is relevant to their interests, purchase habits and expected behaviors.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York

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