American Eagle has launched a new holiday promotional campaign, which features a QR Code. When the QR Code is scanned, the reader will receive promotional codes enabling them to save 15% off purchases made before December 24th.
Three items worth noting about this campaign. First, where and or what is the call to action? All the billboard lists are store locations in the New York City area, a website URL and the QR Code itself. Does the company believe that the code in and of itself can serve as a call to action? Second, why doesn't the company feel the need to list a code description and or instructions to scan? Does American Eagle assume that its target market of teenagers is so tech savvy that a description and or instructions are simply not needed? Third, why does the company alienate non-smart phone users by not listing another method by which the 15% discount can be delivered/offered (i.e., text message)?
However simplistic the offering of a purchase discount may be via the QR Code, I wonder if the company could have gone a bit further down the value proposition path. Knowing that most every other retailer will be offering purchase discounts during the holiday season, and some of them quite sizable, how does 15% compare or, more importantly, stand out and differentiate?