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Mister Landscaper opts for on-package QR codes and SMS call to action

March 31, 2011

Take a closer look at Mister Landscaper

Mister Landscaper has incorporated QR codes and an SMS call to action on the packages of its Micro Sprinkler Beginner’s Kits in 1,000 Lowe’s across the country to add value to the in-store experience by using mobile for customer service.

Mister Landscaper partnered with Augme Technologies for the initiative, which provides mobile how-to instructional videos and a step-by-step guide to assist customers with their Mister Landscaper’s Micro Sprinkler Beginner’s Kit. So far more than 82 percent of customers who engaged with the Micro Sprinkler Beginner’s Kits video also watched videos on additional Mister Landscaper products, with the Patio Kit and Vegetable Kit being the most popular.

“The biggest thing this does for us is it helps to show consumers how simple and easy our products are,” said Susan Thayer, CEO of Mister Landscaper. “People are not sure how or where to start when it comes to drip irrigation systems.

“Now, consumers can scan that code [or text in the keyword to the short code] and they are connected to valuable content that shows them the simplicity via instructions,” she said.

Mister Landscaper is a brand that is committed to helping people with growing their landscapes and gardens. It is sold at about 1,000 Lowe’s retail locations nationwide.

Ms. Thayer confirmed this is the first time Mister Landscaper has done anything within the mobile space.

Besides the QR codes, an SMS call to action is included on packaging as well. It encourages consumers to text the keyword DRIP to 30333.

Whether scanning the code or texting in, consumers are connected to, where they can view videos, the mobile manual, information on “Why Mister Landscaper” and an option to opt-in for further communications via email.

“Right now in everything we do for clients, we always suggest using an SMS keyword and short code alongside the QR code,” said David Apple, chief marketing officer at Augme, New York.

“Every device can send and receive an SMS and the combo of QR codes and SMS provides the perfect metric to get to the largest number of devices,” he said. “A year ago we would probably see more SMS opt-ins.

“But these days, we are seeing a lot more QR code canning. But, don’t drop SMS yet because it is the most used marketing vehicle and it will ride its wave for a lot longer.”

Early results
Early results of the campaign show that more than 70 percent of participants activated the program by scanning QR codes versus SMS.

Additionally, 42 percent of participants have used the mobile manual page, which is a step-by-step guide to assist customers with their Mister Landscaper’s Micro Sprinkler Beginner’s Kit.

Forty percent of participants viewed the how-to video page.

“The results thus far are low from a metrics standpoint, but overall, a program like this provides consumers with the confidence they need in terms of making a purchase decision,” Mr. Apple said.

“The program allows the consumer to have a conversation and engage with the brand in-store and continue it at home as well,” he said.

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Giselle Tsirulnik is senior editor at Mobile Commerce Daily and Mobile Marketer. Reach her at

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