QR codes are two-dimensional barcodes that can be scanned by mobile phones to provide information like text or a URL. They allow physical retail experiences to be connected with digital experiences. Retailers should use QR codes because many consumers now use mobile phones during shopping and own smartphones. QR codes can enrich the customer experience by educating them about products and enabling social media interactions, store information, and offers to engage customers. Successful use of QR codes requires setting goals, clear instructions, incentives, and follow-up mechanisms. Several retailers like Best Buy are using QR codes well while others are missing opportunities.

1. QR Codes Transforming the Retail Experience Dr. Raj Veeramani Professor and Executive Director UW E-Business Consortium Bill Finn President & CEO Finn Digital

2. QR Codes – The basics QR codes are a type of two-dimensional bar code. QR codes are intended to be scanned by the camera on a mobile phone, providing a fast and easy way to transfer information. The phone uses a reader application to recognize the QR code and convert it to a small amount of data, either text or often a URL pointing to a mobile web page. 2D barcodes can contain more information than a traditional one-dimensional barcode. They are also easier to read at various angles, difficult lighting conditions, as well as for device cameras with limited focusing capabilities.

3. Types of 2D Barcodes in retail Microsoft Tag QR Code

6. Enrich the customer experience in the store Educate customer about product Social media interaction with other shoppers Store specific information to ease shopping (availability, recommendations, etc.) Engage the customer (at the shelf) Call to action Understand purchase intent Cross-channel follow-up and customer care Reward the customer Timely and relevant offers Bottom line: Make shopping easy and fulfilling – Strengthen customer value proposition and brand loyalty

7. The journey has only now begun… Best Buy Home Depot Target Macy’s Walgreens CVS Meyer Campbell’s General Mills Domino’s Procter & Gamble And more

8. 2D Barcodes IRL* Retail * In Real Life

13. Success-Building Define business goals Awareness Lead generation Drive sales Strengthen loyalty Create buzz Set expectations with barcode display Describe the experience Guide the activity & outcomes Set metrics, define success

14. Success Components Attention-getting Call-to-action Relevancy Incentive/offer Value content Contact-, data-gathering tools Followup mechanism

16. Getting Up Close With The Leader

17. Best Buy Complete code coverage.

25. Missed Opportunity

26. Social Star, Barcode Black Hole

28. Hidden Gem

29. Nearly perfect. Prominent signage Placement near registerGuiding languageSMS alternativeTells me what I’m going to seeElegant mobile web appNeeded:Guidance to download scanning software.

30. Competition: Fail

31. Retail Giant Do we get lucky?

32. Big sale, big style Short on barcodes

33. Individual stores, independent activity

34. On Target?

43. Breaking Through

54. Brand Experience

56. AnotherPremium Brand

58. Most Engaging

61. Unlikely Contender

64. Nicely done!

79. Nicely done, strong consumer engagement Shelf-talker, quiz, more information, video how-to Herbal Essences

80. http://www.youtube.com/watch?v=9xfjzbFXrh4

84. Nice work! Incentive to participate, sends consumer through retail experience, drives from web to in-store experience.

86. CONSUMER RETAIL EXPERIENCE PRODUCT EXPERIENCE The Magic TrianglePart 1

87. MOBILE WEB IN-STORE CATALOG, CIRCULAR The Magic TrianglePart 2

88. ENGAGE Lead my interest.

89. INFORM Make me feel smart

90. GIVE VALUE Really, why should I care?

91. SHARE Let me tell my friends

92. COUPONS? Quick fix.

93. LOYALTY REWARDS? Now you’ve got me.