QR code, the interactive square

What does QR code bring to your mind? Unless you’re Japanese or aware of the marketing technology trends, not so much I assume.

Literally meaning Quick Response, the QR code is the most promising 2D barcodes format. They are capable of encoding non-ASCII characters, along with URLs, telephone numbers, SMS messages and even binary data. Over its high encoding capacity, its accessibility from your phone, its cost efficiency and the easy way it is generated (free software on internet, ) make it a really interesting marketing tool.

How it works ?

Very easy, simply screen the code with your phone, wait for analyze, and then get redirected on the webpage or information page linked to the code.

To be able to read the QR, your phone will have to be equipped with a QR reader (one of the most famous I-nigma) a small software that you can easily find for free on internet (compatibility depends on your phone)

Born in Japan where more than 90% of inhabitants (all their phones come with QR reader by default) use them and widely adopted in Asia, they are now making headway in Europe and the Americas.

Some of European companies have recently launched marketing campaign based on the use of QR code. Pepsi UK printed it on their cans to attract the consumer on their website. Once on their webpage, the customer should be able to download game, attend to some lottery, and get information.

The famous Ralph Lauren brand has also decided in 2008 to launch a QR campaign. Initially made for the “US Open” event it was settled to redirect the consumer their online tennis shop. Later they extended the QR to their Rugby range product, as a proof of the success.

Those examples are very isolated and despite all the advantages that QR can provide as a marketing tool, it had really hard time catching on outside Japan and Korea. First, there is the lack of awareness from the consumer. If you don’t know the QR code, it will look like an ordinary barcode without any big interest. That’s the main issue companies have to face, they have to educate their consumer to make the technology efficient.

The technological side is a barrier also; if most of Japanese mobiles have the QR reader settled by default, most of non Asian country will have to download it on internet. The reader may change regarding the model and the brand of your phone.

Nevertheless, QR codes have a huge potential. With the development and the globalization from the mobile network and technology you should soon see QR popping up around you, if companies manage to find innovative way to use them.