The misuse of QR Codes

What does QR stand for? Quick Response.

Why then it is evident that this concept has yet to be grasped by a lot of the people employing QR Codes in their marketing campaigns?

QR codes should provide customer convenience bringing them from ink to link; directing them to the information they are looking for.

The majority of QR codes, from a newspaper advertisement for example, lead not to a specific piece of information but to generic information. This does not save time; it is not convenient for the customer and does not define a quick response.

The customer has taken the time and effort to scan your code to find out more about the product/promotion they see before them – why would you lead them to a generic homepage?

Even for the small percentage of companies that do have mobile optimised websites this is the equivalent of a customer entering a store and asking the manager; “do you sell shoes?”, the manager responds; “yes somewhere in the store you will find shoes for sale so please don’t hesitate to have a good search”.

Customers are not lead directly to their desired destination. How can this process be labelled as a  ‘Quick Response’?

QR codes need to be specific and need to be helpful to the customer. Playing hide and seek behind them or leading them to a generic homepage will frustrate the mobile user and a frustrated customer is a lost customer.

How quick is a quick response?

Businesses have 20-40 seconds to catch the attention of their mobile customers; therefore leading them to wider generic information is most certainly counterproductive.

So, what is the quick response customers require?  

A Quick Response code should act as a bridge to specific, instant, relevant information for your customers.

Imagine providing them with this quick response information for just 9.99 a month? zapplab has it covered. Your company needs a zapp; an instant web app.

This form of marketing is a call-to-action; the customer is looking for action not an expedition.

If you want your customer to search, have an egg hunt with a bumper prize at the end not a QR code.  After-all, you have spent hundreds and thousands on designing a beautiful advert only to stick an odd looking black and white square in the corner, to lead your customers around in circles?

Remember, QR codes can sell your products but only if you’re quick enough to respond.

zappity quick!


8 thoughts on “The misuse of QR Codes

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