Shopper Marketing - May 2016 - 10


EDITORIAL

Another Code Red

I

've always felt sorry for the
QR code, a perfectly harmless device that was deemed
an early loser in the race to
develop effective mobile
marketing communication.
This now-quaint method
of providing Internet access
was a victim of circumstance.
Its potential was trampled
into near oblivion by a stampede of marketers who willingly overlooked its limitations:
clunky technology, low adoption levels, and
the unavoidable fact that most consumers
had absolutely no idea what to do with those
odd, black-and-white squares they kept encountering.
That last fact didn't stop thousands of brand
marketers from slapping them onto what
seemed like every piece of marketing material
that was getting churned out back in 20102011 - even though they also had, in many cases, absolutely no idea what to do with them.
And so codes on in-store displays directed
shoppers to brand websites to view a 30-second TV spot, and codes in retailer circulars
directed shoppers to a digital version of the
exact same circulars. My personal favorite was
a QR code on the side of a dump bin for watermelons that directed me to a webpage explaining how to properly cut a watermelon
- because yeah, that's exactly the information

10

y SHOPPER MARKETING MAY 2016

I needed in the store to help
make my purchase decision.
But I also remember a trip to
The Home Depot around that
time where I encountered QR
codes on potted plants with
a message that said, "Scan
here for information on how
to care for your new flower."
Use of this code wasn't necessarily intended to influence my purchase
decision. But it did, because knowing that I'd
have easy access to information that would
enhance my experience with the product -
after I got home and then scanned that helpful little code - led me to the purchase.
Such positive experiences were few and far
between on either side of the code, and too
many deployments delivered paltry scan rates
for results. So the poor, misunderstood QR code
soon became the textbook example of how not
to adopt new marketing tools. (I myself devoted
a column to knocking it back in 2011.)
It's even become a literal example at Path
to Purchase Leadership University, where we
use QR codes to illustrate the need for marketers to focus on the shopper and not the technology, on the message and not the medium.
Catapult's Matthew DePratter, our collaboration partner for the Digital Shopper Marketing
course, refers to it as avoiding the "bright shiny
object syndrome."



Table of Contents for the Digital Edition of Shopper Marketing - May 2016

Contents
Shopper Marketing - May 2016 - Intro
Shopper Marketing - May 2016 - 1
Shopper Marketing - May 2016 - 2
Shopper Marketing - May 2016 - 3
Shopper Marketing - May 2016 - Contents
Shopper Marketing - May 2016 - 5
Shopper Marketing - May 2016 - 6
Shopper Marketing - May 2016 - 7
Shopper Marketing - May 2016 - 8
Shopper Marketing - May 2016 - 9
Shopper Marketing - May 2016 - 10
Shopper Marketing - May 2016 - 11
Shopper Marketing - May 2016 - 12
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Shopper Marketing - May 2016 - 15
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http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
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http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201409
http://www.nxtbook.com/nxtbooks/ptp/sm_201408
http://www.nxtbook.com/nxtbooks/ptp/sm_201407
http://www.nxtbook.com/nxtbooks/ptp/sm_201406
http://www.nxtbook.com/nxtbooks/ptp/sm_201405
http://www.nxtbook.com/nxtbooks/ptp/sm_201404
http://www.nxtbook.com/nxtbooks/ptp/sm_201403
http://www.nxtbook.com/nxtbooks/ptp/sm_201402
http://www.nxtbook.com/nxtbooks/ptp/sm_201401
http://www.nxtbook.com/nxtbooks/ptp/sm_201312
http://www.nxtbook.com/nxtbooks/ptp/sm_201311
http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
http://www.nxtbookMEDIA.com