QR codes are wonderful things! These physical world hyperlinks or ‘hardlinks’ bring the vastness of the internet to the real world. With QR codes you can directly connect with consumers on the move; those busy people that are constantly on the move and don’t have the time to stay glued to their computer, can still interact with a brand digitally; as long as they have a mobile device.
Although QR codes have been around for decades (they were originally used for tracking parts in vehicle manufacturing); it’s only in the last year or so that we’re seeing more active use for commercial campaigns. No doubt QR codes will be a trend for marketers in 2011 and we’ll see more mainstream and creative use of them.
Japan has been using QR codes since 2003; they are used commercially everywhere so are now completely mainstream. So that’s Japan, but the number of people carrying a Smartphone is increasing rapidly and it won’t be long before The US and the UK will follow in its footsteps.
For me, QR codes are just another indication of an imminent shift towards the use mobile devices as our primary means of socialising, communicating, browsing, comparing and purchasing. The more you analyse the potential of the QR code the more you realise and understand the demand for location based solutions.
From a marketing perspective the opportunities to exploit this new medium are endless. Imagine how much of a key tool a QR code will become for launching viral campaigns. You can’t insert digital content to traditional media like print, billboards or bus stops; but you can place a simple QR code and connect the viewer to the same content within seconds.
Starbucks are already using the codes to take payment although this is only currently available in the US. Starbucks recently announced that the service would be available in all its 6,800 wholly owned outlets and an additional 1,000 in outlets within Target department stores. With 1 in 5 transactions made using the QR code last year, it is already proving to be catching on. In fact, Starbucks said that is was 20% up on the previous year.
If it hasn’t happened already I’m certain it won’t be long before people will be wearing their personal QR codes on their t-shirts in social situations. Not a bad idea to encourage mingling at singles parties. Maybe we’ll all start carrying social ID cards sporting our unique QR code.
Who knows, it may even become our unique social identifier, our social DNA. To be tattooed on our skin or crafted into charms & trinkets and worn with pride. Somehow I don’t think that’s so far fetched.
By Heba Zayed
