Consumer-facing QR codes are hitting mainstream America hard this summer. QR codes themselves present an offline-to-online delivery mechanism and can be an effective medium to reach increasingly mobile consumers. Some best practices for setting up QR codes is integrative design of the QR code with the company branding. An example is the QR code employed by Coca-Cola. (See right image)
Beyond that, it is the execution that is key. QR codes that link to overly-long URLs, as well as broken unscannable “codes” often lead to customer frustration and lost leads. Importantly, it is what is beyond the code that usually determines whether the user experience will delight or disappoint. Destinations to non-mobile-optimized sites decreases response rates and trigger negative associations to the brand name in question. Providing sufficient value for the user would also lead to higher retention and response rates.
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