Why Bother Using a QR Code

A couple of months ago, Ethan Allen, the furniture company, placed a QR Code on one of its direct mail catalogs, and the one question I have for the company's marketing/creative services team is, why did you bother?

 The direct mail catalog is about 9"x12" in size and, in the lower right-hand corner on the mailing address page (the back page of the catalog), is a QR Code. With all of the footnote-sized copy placed on this page, especially the bottom half, it's a bit overwhelming to read so, by the time a customer or prospect has gotten to the QR Code, I seriously wonder if they will take even more time to either scan the code or try to figure out what the code is, because there is no instructive or descriptive copy associated with the code. And, as if that was not enough, when the code is scanned, all it links to is the desktop version of the company's website. No 2D/mobile/interactive experience here. So again, I ask, why bother with the code?

In a situation like this there is so much that Ethan Allen can do to engage and interact with a consumer, but they choose not to. Very easily the company could have provided product information, designer information, decorating tips, retail store locations, etc. via a mobile website or landing page, but the opportunity is lost. Even a call-to-action or the mention of an offer, via the code, is not present. Simply put, someone or some group of people did not do their homework and phoned this one in. What a shame. 

2D Barcode Litmus Test: FAIL

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