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Top 5 mobile commerce-enabled QR code campaigns of Q1By
It is no wonder that QR codes are changing the way consumers shop via their mobile devices and companies such as L’Oreal and Coach are continually looking at ways to incorporate the technology to help drive sales.
While mobile bar codes are still considered new and consumers are not quite educated on how to use them, they are proving to be effective to many marketers. Although there is a continuous love/hate debate with QR codes, the simple fact is that they are out there and the technology is making an impression in the mobile space.
Here are the top 5 mobile commerce-enabled QR code campaigns of Q1, in alphabetical order. The campaigns were judged on creative, form of engagement and execution. Results for the initiatives were not given.
American designer Coach has been ramping its mcommerce strategy over the past year.
Last year the company stepped into the mobile arena with a commerce-enabled mobile site that lets consumers shop the latest products and trends.
Earlier this year, Coach placed QR codes on its mailers that not only promoted its Kristin satchel, but directed shoppers to the company’s mobile site where they could buy it.
Through the interactive initiative, Coach let consumers know that they could scan the code featured on the page to shop.
The campaign was a smart move on the company’s part because it put mobile bar codes on mailers it was sending out to its existing customer base.
Consumers did not have to run to a store-location or even to their computer to check out the products. They could simply scan the code and view and buy the items through their mobile device.
DSW livened up its static magazine ads by placing QR codes on them.
The mobile bar codes led consumers to the company’s commerce-enabled site where they could shop the latest looks.
Readers were encouraged to scan the mobile bar code to get a leg up on Spring fashion.
Although placing a QR code on a static ad helped drive traffic and sales to DSW’s site a call to action would have also helped educate consumers who might not be aware of which QR code reader they need to download.
L’Oreal definitely thought outside the box for its mobile bar code initiative.
During New York Fashion Week, L’Oreal and Glamour placed mobile bar codes within taxicabs that lets consumers view how-to videos featuring Yves Saint Laurent and Lancome beauty products and buy them on the spot.
L’Oreal and Glamour used SpyderLynk’s Snap-to-Buy technology for the iniative.
Additionally, there were several calls to action within the taxicab that informed consumers that when they scanned the mobile bar code they could learn more about the product, as well as buy it.
L’Oreal saw a 7 percent overall purchase conversion rate when it ran the mobile bar code campaign.
Los Angeles-based restaurant Pink Pepper used QR codes to its advantage.
The company placed the mobile bar codes on its menus and business cards that led consumers to a mobile-optimized page where they could order takeout.
After adding the desired meals to their order, users had the option of checking out by creating an account.
Using a mobile bar code for an initiative such as this is an effective way for Pink Pepper to not only attract new customers, but also entice existing ones.
Adidas’ Rockport used mobile bar codes in a live promotion the company ran in New York recently.
The initiative centered around the company’s TruWALK line of running shoes.
The one-day promotion involved a box display with people hanging off the edges to show how light the new shoes are.
Additionally, consumers were also able to buy the shoes via Rockport’s mobile site.
By placing QR codes on products, in this case a box display, Rockport is able to engage its customers on a deeper level.
Rimma Kats is associate editor on Mobile Commerce Daily, New York
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