I was at Walgreens in Centerville, Ohio and was excited to see a QR code on a package of printer paper. I took a picture of it to share it with you as well as provide some ideas on how QR codes are being used in retail to engage with consumers prior to purchase. The idea of putting QR codes on products to educate consumers on how to use them, for example is a good one as long as it is executed correctly. My initial thought after looking at this one, however; was that it lacked information for the consumer. Why would anyone want to scan this QR code? Is there a special offer? Will a video be displayed when it is scanned? What if the user doesn’t know what this is? Shouldn’t it provide some information about it; maybe a short description of what it is and what to do with it?
After taking a closer look at the packaging I saw that most of my questions were answered, but I would suggest to the team in charge of the design to move the QR code closer to the content that provides the alternative website address and information about the product. In the current design the QR code is separated from the associated content which causes a disconnect at first glance.
Marketers get excited about using QR codes, but they have to keep in mind that not everyone knows what they are or what to do with them. So at a minimum provide a link to the mobile website associated with the QR code so they can access the content if they do not know how to scan your QR code on your packing.
I did scan the code and it landed on a nicely designed mobile friendly landing page. With the exception of my suggestion above, this was a good use of the QR code.
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