4.19.2011

Club Monaco uses QR Code

Club Monaco, the clothing, accessories and home furnishings company, is using QR Codes in their store windows to promote its new Spring Collection.

With no descriptive and/or instructional copy other than "Check Out the Behind the Scenes Video," I believe the company feels as though its target market is comprised of 2D barcode early adopters who simply need no further explanation or instruction...they get it. Additionally, the stand alone code offers some sort of sophisticated/cool/hip aspect to it so, from an aesthetic perspective, I suppose the company does not wish to impinge on the code as well. That may be all well and good, but what's not all well and good is the code scan resolve.

When the code is scanned, the consumer is brought to a video that plays for four minutes, four minutes too long that is. The video shows behind the scenes footage of the Spring Collection photo shoot and does absolutely nothing to educate, inform, motivate or incentivize the consumer to enter the store and shop.Yes, the company offers the ability to share the video with others via the social networks, but who really cares? Where's the value, the benefit, the meaning, the relevance, etc.? As written in other posts, so much opportunity simply wasted. 

My guess, the company is disappointed with scan results and elects not to use 2D anytime in the near future. What's your call? 
 
2D Barcode Litmus Test: FAIL

3 comments:

  1. Yes, QR codes are now everywhere. They range from the use of them as gimmicks (Club Monaco falls into that category), or as access to mundane data that could easily be presented in more efficient and user-friendly manner.

    Anyone else feeling like QR Codes are this year's Pet Rocks or Beanie Babies?

    But, you can only present gimmickry so often before people start passing it by without further notice.

    The truth (my truth anyway) of the matter is that online advertising with it's focus on CLICKS and metrics fell into a pit of boring, replicated campaigns with very little innovation (after about 2005). It would be a shame, with all it's potential, if mobile falls into the same pattern.

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  2. Doing some intensive research on the QR code tonight. Just wanted to let you know I appreciate these real-world case study posts. Looks like you have a bunch more . . . time to continue reading. Thanks for the info.

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  3. Eric: Thank you for the comment. Have fun reading. Questions, please let me know.

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