QR codes are intriguing enough to brands – and their customers, they hope – that some vendors are branching out beyond than marketing in their use.
Mindshare Technologies has launched an application to that lets customers provide feedback via their mobile device. The codes can be installed on a variety of touchpoints, including doors and wall posters or product packaging, brochures, marketing collateral and even sales receipts. Once scanned, the QR code prompts customers to access survey forms on a mobile device.
Some examples of how these codes can be deployed include targeting a customer who walks out of a store without buying anything. A survey, transmitted via QR code near the exit, could ask why and the results sent to the manager. Or a complaint about poor customer service could be delivered via a QR code on a receipt, which would also provide the manager with information about the transaction, such as who was helping the customer.
Lack of Understanding
One drawback to this technique is that not many customers understand how a QR code works, or what they are, according to Russell Herder. Results from “The QR Question” indicate 72% of consumers say they have seen a QR code, but nearly 30% do not know what it is. In addition, nearly one in five consumers who regularly use the internet via mobile phone do not know what a QR code is.
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