The one thing that is most important to me is my need to know where the post office is while standing in front of it. Yes, I have acquired a number of years, but as of yet I remain confident as to my location. Not sure we can say the same for the post office. This QR code was posted in the window of the Bainbridge Island post office, and a scan resolved to the desktop version of the website, providing a post office locator. Now lets give them some credit here. Perhaps it’s late, the post office is closed, and I would be willing to drive to the nearest available post office that might be open. Let’s give the locator a try – well, if it is after 5pm, the closest PO is closed, and anything else within 40 miles does not include the hours.
So much for the delivery of mobile value. More times than not, QR codes disappoint those who take the time to scan them. This is yet another instance. There are numerous examples of best practices out there.

Posted recently, this data prepared by BGVision, speaks to the escalating growth of barcode scanning. And for the first time, the US is now leading in the number of scans.

The report provided the following data indicating barcode scanning is here to stay and it is time for brands and retailers to respond with mobile content that delivers value and social opportunities for their customers.

]]> http://www.qrmonkey.com/2011/02/15/scan_data/feed/ 0 http://www.qrmonkey.com/2011/01/21/extratags/ http://www.qrmonkey.com/2011/01/21/extratags/#comments Fri, 21 Jan 2011 23:16:35 +0000 David Rogers http://www.qrmonkey.com/?p=921

ExtraTags was launched recently at the National Outdoor Retailers Show, with the support and participation of Nau, a designer of urban and outdoor apparel. To demonstrate the company’s commitment to modern mobile marketing, they choose the ExtraTags program to support their retailers, and their brand within the in-store experience.

ExtraTags is self-administrated by the brand via a SaaS subscription service. Based upon a flexible templated approach, brands can create and deliver a comprehensive mobile experience to prospective customers at retail and beyond. Both pre- and post-purchase customer relationship tools are built-in to the application.

“ExtraTags was developed to put the brand in control of the mobile message, and give the retailer a break from competitive threats. Adds Larry Pluimer of Indigitous, “We like to say that ExtraTags is ‘retailer-friendly’ because it’s a tool that can help retailers close the sale in their store – not lure consumers online or across the street.”

QR codes and the resulting mobile experience will be incorporated into the fall line. In a recent press release, Nau CEO Gordon Seabury, states, “This is clearly a next step in the evolution of the retail experience and is completely consistent with our company and Family of Brand philosophy. Reducing the paper waste of multi-page hangtags while providing our specialty retailers with the ability to demonstrate a more robust product and brand story with the digital hangtag is exciting. We are giving the consumer the transparency and power to explore every aspect of the product they are evaluating on the retail floor to foster an informed and confident purchase decision in the store. The possibilities of specialty retail and brand collaborations from here are endless.”

This was recently posted on Wired, and is the creation of John Kovalic. Make sure you scan the code for the John’s intended comment.

This is an effective example of taking QR outside of the conventions of consumer advertising where unfortunately most QR applications seem to be headed these days. To quote the post from Amusing Planet: “The meat packs came with QR-Code along with leaflets and announcements in the supermarkets. The campaign reached 75,000 people over six days in 24 supermarkets. The web special attracted 236% more visitors with a 530% increase in length of stay. The Stone Age Meat campaign was developed by DDB, an advertising agency at Berlin, Germany.”

World Park is a mobile interactive experience that raises awareness and engagement within NYC parks. Using QR codes and clues park visitors unlock Central Park’s famous walks, stories, movies, archeology and history through this one-of-a-kind event for Arbor Day. See the YouTube videos below.

We live in times of ever-accelerating information delivery where multiple streams blur by providing little chance to capture and support issues related to our passions. Whether these are global warming, the economy or taxes on beer, grass roots QR campaigns can create awareness and stimulate action. One click can bring about options to quickly connect with your congressional representative, support a cause, or simply voice an opinion.

Often inspiration is not aligned with opportunity. It’s rare that these cross paths at the same moment allowing one to move from inspiration to action. QR codes encourage discovery. Discovery then provides the instant engagement that is often lost when convenient access is not literately close at hand. Awareness and action can now share the same moment to quickly generate support.

As an example, we recently proposed a program to support the reduction of taxes for brewers of craft beers. With House Resolution (HR4278) in place to reduce taxes on a barrel by 50% brewers were anxious to gain congressional support for the bill. Consumers, unaware of the bill, needed to be tapped for support. The solution was simple: QR codes and use of location-aware resolved to, “Ask your congressman to support a 50% reduction on taxes for brewers of craft beers. Please co-sponsor HR4278.” A click delivers an email to the appropriate congressman. A social component completes the process advising others to support the bill.

What are the potential options via a quick scan of a QR Code?

Vote your opinion
Contact your local and federal representatives
Contribute to a cause
Retweet this!
Download the app
Subscribe to push notifications
Find other activists & supporters

Among the hurdles we’ll face as we introduce QR into marketing campaigns is achieving a smooth graphical, and branded integration, of the QR code. Opinions vary on this. QR loyalist advocate quick visual recognition and the code’s ability to scan. This dictates that it be left as generated, a stark black and white, with no intrusion of color or brand-related graphics. It is easy to imagine a brand manager ranting, “If it is not defined within the handbook, it’s not going into my campaign”. There is obviously a technical and branding balance that needs to be met.
With smartphone in hand, click to enlarge any of the QR codes below. Learn more about what works and how far you can go to meet the needs of brand, while enabling a quick read of the QR code.

As there is no specific formula to determine to what degree a designer may invade the QR code, it becomes a process of art rather than science. Specific areas are out of bounds for graphic overlays or manipulation, yet color can play roll to support the palette of the brand campaign. Overall, contrast is the most important factor. Obscuring the code with logos will be entirely trial and error as every code is unique. Incorporating illustrative techniques is totally new territory, but pioneering is our nature, so give it a try.

More technical background on QR can be found at Google’s Chart Tools.

GS1, the not-for-profit global organization dedicated to the creation of global standards to improve the efficiency and visibility of retail experiences, have published a call-to-action which aims to give brand and retailers guidance on what barcodes they should consider for mobile phone applications. 1D barcode EAN/UPC, 2D datamatrix and Denso’s QR code are the only three barcodes which have been recommended by GS1. GS1 also recommends the use of global and open standards to avoid unnecessary complexity, reduce costs and ensure interoperability.

“GS1 has brought together a group of organizations dedicated to defining and using open standards as a foundation to unlock the potential of mobile commerce. It shows that brands and retailers are convinced that mobile is becoming a key touch point for engaging with consumers,” commented José Lopez, Executive Vice President of Operations Nestlé SA and Vice-Chairman of the Board of GS1.

About GS1 MobileCom
The goal of the GS1 MobileCom initiative is to give all consumers access to trusted product information and related services via their mobile phones. It urges all stakeholders to use GS1 standards to make this possible and in doing so to ensure interoperable, scalable and cost-effective applications. In general, it seeks that collaborative Mobile Commerce applications are enabled by an open infrastructure.