EDITOR’S FORUM
Are QR Codes “Sale Stealers” or Something Else?
By Solomon Daniels Editor-in-Chief
Use a little
imagination and you just might get something good out of those weird boxes.
The way I’ve heard people in our industry talk about QR codes reminds me of Bobby Boucher’s mama talking about playing football: “Dat foozball is da DEVIL!” Over the past year we’ve all heard a lot about QR codes, and if you haven’t, tell me where the rock you’re living under is located and I’ll bring this thing we call a “smartphone.” They are a more advanced version of the bar codes we’ve been used to. Instead of just identifying a prod- uct, they can use your portable device to take you somewhere to see a Web page or video. Unfortunately, most of us know them from shopping Best Buy, Target or other large stores. Let’s face it, we’ve all done it: we pull out the smartphone while perusing the aisles and scan the little code next to a product and see if someone else has a cheaper price. This scenario defines our impression of QR codes as troublemakers, because we don’t want people doing that to us in our showrooms. So many retailers take a “Just Say No to QR codes” approach and go about their business. Let me say this: If that’s your opinion, I’m not writing this to change your mind. This is more of a “Did you know” exercise to at least give you the facts about how they work, so that you might find a way for them to be of ben- efit. Here are the three of the most important things to know about them:
They don’t control you; you control them. QR codes are basically little shortcuts to online destinations that you can program to take the viewer anywhere you want them to go. How do you do it? Just go to a website (i.e., qrstuff. com), enter the Internet address that contains the information you want viewers to experience (website, video, etc.), and print out the code it gives you. Test it out by scanning that baby with your smartphone app and make sure it
takes you to your intended destination. They are free. No, QR codes are not some big
industry tool that retailers have to pay through the nose to use for their own devices. The pro- cess I just described can be done for free, in seconds. Sure, some sites that offer this will try to sell you services to get your QR code out into the wild (print on T-shirts and mailers, etc.), but if you want to use it for yourself, just click the download link and you’re outta there. They work with stuff you’re already doing. Think about what you’re doing right now to bring in customers: Before: You paint on your windows in big let-
ters so cars driving buy can see what you have for $99. Now: Have your art guy paint a big QR code on your window that people can scan while at a stop light and bookmark your website. Before: You pass out flyers to your sale or event. Now: Put a QR code on your flyer that links to a map showing your store location. Before: You give out business cards to get customers to return and buy more stuff. Now: Print a QR code on the back of a special “VIP” customer card that goes to an exclusive page on your site that you continu- ously update with products, events and deals for your best customers. Log their visits and offer additional savings for frequent visitors.
There! Three facts and three ideas using QR
codes that have nothing to do with competitive pricing on the Internet. If you’re on the fence between what you’ve heard and what you know, stop listening to oth- ers and do your own evaluation of how you can use one of today’s emerging tools to help your business.
Give me a call if you want to bounce around some ideas! ■
6 Mobile Electronics June | July 2012
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