According to a Pitney Bowes Inc. (NYSE: PBI) report, Quick Response (QR)
codes are gaining increasing acceptance among consumers in North America
and Europe. QR code usage as reported by more than 5,000 consumers
surveyed stands at 15 percent on average and at 27 percent for consumers
18 to 34 years old. Such were the findings of research commissioned by
Pitney Bowes and delivered in the QR
Code use report.
There are two compelling elements of this emerging marketing tool.
First, it crosses traditional and digital channels, adding value to both
marketing avenues and is delivered through a mobile channel which is
fast becoming the preferred channel among consumers. Consumers have
responded most to QR codes found in magazines, and on consumer packages
and mail pieces. Once activated, the QR codes seamlessly port them to a
digitally enhanced customer experience. The payoff for consumers may be
special coupons, more technical information, a loyalty reward or any
number of intelligent interactions.
Second, QR codes, when implemented as part of a cohesive marketing
campaign are highly measurable. As marketers experiment with applying
big data to marketing campaigns, QR codes give a transparent view of a
customer as they travel across channels on their way (hopefully) to a
transaction or, at least, to a delightful customer experience.
According to Forrester Research, in 2012, only 1 percent of adults in
the U.S. with a mobile phone had used a 2-D barcode reader, and in 2011,
that number rose to 5 percent. The Pitney Bowes survey reports a steady
rise and has QR Code usage in the US now at 19 percent.
"Consumers have become conditioned to getting things at their fingertips
and QR Codes enable the coupons and deals that appeal to be easily
accessible," said Justin Amendola, vice president, global SMB digital
strategy, Pitney Bowes. "As marketers move toward measuring real time
results of their campaigns, QR codes deliver a few of consumers as them
change lanes from one channelto another. Whether you are a local bridal
shop or a multinational packaged goods brand, QR codes are a measurable
new marketing tool that's gaining traction with consumers."
Six tips for marketers implementing QR codes in campaigns:
1. Focus on printed pieces such as magazine ads or packaging
2. Attach a message to communicate the customer value of scanning the
3. Offer a mobile-friendly landing page
4. Use QR Codes to integrate your digital and physical marketing programs
5. Measure and analyze results
6. Acknowledge, thank and reward your customers.
Pitney Bowes Small
Office solutions are designed to help businesses create, produce,
deliver and measure their own customer communications in more customized
and personalized, yet affordable ways. Pitney Bowes small business
products and services can be accessed from any computer with an internet
connection. For more information about pbSmart Codes™ and other small
business solutions, visit www.pbsmartcodes.com
Download the full QR
Code use report.
About Pitney Bowes:
Pitney Bowes provides technology solutions for small,
mid-size and large firms that help them connect with customers to build
loyalty and grow revenue. The company's solutions for financial
sector and retail organizations are delivered on open platforms to
best organize, analyze and apply both public and proprietary data to
two-way customer communications. Pitney Bowes is the only firm that
includes direct mail, transactional mail, call centers and in-store
technologies in its solution mix along with digital channels such as the
Web, email, live chat and mobile applications. Pitney Bowes is a $5.3
billion company with 29,000 employees worldwide. Pitney Bowes: Every
connection is a new opportunity™. www.pb.com
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