Peapod, the online grocery shopping company, recently launched this direct mail campaign which features a QR Code. As mentioned in the code's call to action/instructions, a consumer can download the company's smartphone or iPad app by scanning the code. Simple, easy, straightforward. The only comment I would have with respect to the call to action/instructions is, why not include information on where to locate and download a code reader app? There is certainly plenty of room on the mail piece to hold the necessary copy.
As a loyal Stop and Shop (Peapod's parent company) customer, I have yet to see the supermarket make use of QR Codes. Perhaps, in time, they will.
2D Barcode Litmus Test: PASS