BY ROBIN GHOSH, ECONOMIST
KOLKATA, 29 MAY 2023:
Most of us are now familiar with QR code.
It is a Quick Response code. It is a powerful weapon to instantly move users to a website, video or an app store.
Many of you must have seen adds of fashion brand Zara.
If you visit the Zara store you will find QR codes all around . This QR code drives the customers from offline to online engagement and helps the customer to decide while being in the shop.
Here is another example.
J K Tyres which has co-branding rights over ITO station in Delhi Metro service has inscribed QR code on its wall. Anybody having a smart phone can scan the code and visit J K Tyres website.
By putting this QR code on the wall, JK Tyres receives 200 to 250 visitors per week to its website. The leads are followed up and converted into sales.
The above examples clearly demonstrate the power of QR code as a marketing tool.
Advertising and Marketing professionals increasingly believe that QR code is a cost effective and penetrative marketing apparatus.
QR code is indeed a very useful communication tool. If you want to provide your customers easy access to information about your company and product this is a wonderful tool.
Though this is a powerful tool to communicate, not many companies have adopted it. It is yet to become a part of the Integrated Marketing Communications kit.
QR code does two important things: first it lubricates the process of awareness to purchase, and secondly, the cost of moving the consumer from knowing the product and buying the product is incredibly low.
Invented in 1994, by Japanese company Denso Wave, it is elegantly versatile, easy to use, low cost and a very accessible weapon for marketers.
Though QR code has become a mainstream marketing tool – there are riders – no one scans a QR code just to know about the company or the product: you must get an incentive, a pay off. Otherwise, QR code will not be very effective.
To put it short, Small and Medium sized businesses should explore how QR code can be used as a marketing tool to convert digital leads to actual sales and offer the customer 100% fulfillment.
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