Canada Goose, makers of high quality outerwear, are currently using QR Codes on their product hang tags. Great idea, but poor execution. Here's why.
The QR Code's call-to-action ("Ask Anyone Who Knows") speaks to those customers who may want to learn more about the product from existing Canada Goose customers but, when the QR Code is scanned, all they are linked to is the home page of the desktop version of the company's website. Big let down. At this pivotal point of the purchase decision path (i.e., in store with product literally in hand), why not link the code directly to the "Goose People" section of the website, which features stories from real Canada Goose customers/users? Much more meaningful and true to the call-to-action, I believe. Also, why not a mobile website?
Beyond the comments above, it's great to see that a company is finally thinking beyond a print advertisement for code use. Retail product packaging, or elements thereof, offer an ideal medium to display a 2D code and enable the product to really speak to the customer, who by chance is probably carrying a mobile phone. Also, I like the simple coloring of the code and the placement of the company's logo. It gets noticed.
2D Barcode Litmus Test: FAIL