Member Article

The resurgance of the Quick Response code

Back in the early 2000s QR (Quick response) codes were king. They were a fun, technology-enabled way for organizations to quickly and cost effectively deliver content to consumers. However, as with many new technologies back then they became something of a fad and quickly fell out of favor with everyone moving on to the next big thing – in this case social media.

But the humble QR code is back. And it is better than before. For a start smart phone technology has evolved making the process simpler, quicker and more seamless. Most phones now read QR codes automatically saving people the hassle of having to download a QR code reader. And secondly, because they are no longer a new technology brands are being far more considered about how they utilize them.

The pandemic has been the catalyst for the resurgence. Many restaurants, for example, now have a QR code displayed on the table so customers can quickly and easily read the menu without having to touch a tangible version. Likewise some retailers, particularly small independents, are displaying codes on their windows to provide information on their covid-safeguarding measures. As a result consumers are once again becoming aware of QR codes and how to use them.

It is therefore unsurprising that we are seeing a growing trend for the use of QR codes within mail marketing campaigns too. Industry research reveals that mail media is experiencing a significant uplift in consumer engagement as a result of lock down.

People are spending longer with their mail. This gives charities the opportunity to bolster the amount of content they include in a mailing. However, upping the word count isn’t necessarily the way to go about it. Just because someone is happy to spend more time with their post, doesn’t mean they want to read an essay. Therefore, the QR code provides the perfect mechanism to provide additional multimedia content. They are also very quick and easy to generate. And even better, they have the added benefit of being able to drive potential donors directly to an online donation mechanism meaning consumers can donate by just one click.

It has long been known that mail enhances online activity, but by actively incorporating an online element into the mail enhances the multichannel experience which in turn drives engagement. One charity recently included a QR code in a door drop campaign which enabled recipients to hear first-hand from someone that had benefited from the cause and then finished with a call to action. It was a compelling use of the technology and resulted in an upturn of donations against the control group.

Clearly just because something was in favor over a deacde ago doesn’t mean it should be written off!

This was posted in Bdaily's Members' News section by The Production Hub .