Scan Me!Ah, the QR code. That square block of pixels that somewhat resembles a 2-D barcode. You’ve probably seen these in magazines or maybe at subway stations, but most likely, you’ve never scanned one. Why is that? And what is the future of QR codes?
To date, marketers have used QR codes to create exclusive content for consumers and attendees. They’ve run into many problems, including the lack of a native scanner on smartphones (if consumers even have one), sites that are not mobile optimized, and indifference. According to a recent Exhibitor Online survey, only 10% of planners use QR codes at their events in 2014.
So what's the future of QR codes? Let’s take a look at the present state.
Why you shouldn’t give up on QR codes just yet
Shoppers use bar code scanners - Apps that scan bar codes have become increasingly popular with shoppers that want to see if they’re getting the best price for an item. Imagine if you had a QR code with an exclusive coupon to show at check-out. With the right incentives, you can get someone to pull out their smartphone and scan something.
Faster check-in at events - One way we’ve seen this pioneered is during check-in at an event. The key to making QR check-in is successful is to have it printed in an easy-to-find place, usually an email receipt that can be sent a day before the event. Check-in staff can scan QR codes instead of having to type in long ways. You could take this one step further by having a QR check-in only line to encourage people to have their email receipts ready. Everyone wants to be in the fast lane!
It can be easier than sharing a shortened URL - Response rates increase when you collect survey data during an event. But sharing a shortened URL (http://bit.ly/msgblocks) can be cumbersome for attendees to type in. In this case, it might be easier to snap a pic of a QR code and be redirected to the survey.
Potential fixes
QR scanner built into an already used app - As we mentioned in our above examples, integrating a QR scanner into an app someone already uses, e.g. mobile event app, shopping app can eliminate some of the barriers to adoption.
Mobile optimized sites - You would think this would be obvious, but you’d be surprised on how many QR code destinations lead to a desktop site, or worse a company’s homepage that doesn’t provide any additional value.
Creatively placed QR codes - Guinness experimented with invisible QR codes on pint glasses that only activate when the glass is full. You could also print QR codes on edible items, like cookies, creating mystery and urgency (since you can’t scan the code after you’ve eaten it! Just make sure to test the code!
The future of QR codes
It’s clear that the way we use QR codes need some fixing before they will become more widely adopted. Or maybe QR codes aren’t the solution. The future of QR codes may lie in other mobile marketing like NFC (near field communication) chips or digital watermarks embedded in images. So they could still be around in 10 years; you just might not know it.