QR codes or Quick Response codes have experienced an increase in popularity over the past couple of years. However, it could be claimed that they are yet to live up to their initial expectations. When they first started featuring in advertising, clothing and food retail they quickly developed high expectations for the future, and critics could suggest they have so far predominately proven to be little more than a marketing gimmick.
If you are unaware of QR codes, Wikipedia defines them as:
A matrix barcode (or two-dimensional code), readable by QR scanners, mobile phones with a camera, and smartphones. The code consists of black modules arranged in a square pattern on white background.”
In more simple terms the little QR codes are square bar codes that can be seen in the picture above, that can be scanned by a smartphone and once scanned they are able to provide information on the item connected with the code by directing the scanner to a website related to the code. This means that QR codes create a simple and accessible channel between every day items and relevant websites. Cutting out the need for long URLs and making the process automated.
In look, these QR codes could be described as being similar to traditional supermarket bar codes. However, they have far greater capabilities. Being able to store more information including text, phone numbers and websites. Furthermore a traditional bar code is limited to around 20 characters, where as a QR code can encode up to 7,000 alphanumeric characters.
Any one with a Smart phone is capable of reading a QR code, all that is required is a QR reader. These readers are widely available for free download onto phones, such as the i-nigma. Further more, any one with access to a computer is able to generate their own QR code. Kaywa is one such site that makes it possible to create your own codes.
For a more detailed explanation of how the QR codes work: http://www.beqrious.com/show/how-it-works
It is this simplicity that helped build the potentially unfulfilled belief in the QR code. However, this is not to say that certain companies have not implemented the codes successfully with their products in innovative and creative ways.
Despite a lack of examples currently found in England for the uses of QR codes, there a numerous examples found in Japan and an increasing numbers in America.
QR Codes have experienced substantial success in Japan, appearing in magazines, billboards, business cards, shop windows, T-shirts, and more.
Every day examples of implementing the codes include placing a code in a shop window for when it is unexpectedly shut. This means that if a customer visits the shop during this time to compensate for the shop being closed the customer can follow the code to the companies online shop that will allow them to place an order, without the customer having to pay for postage and packaging.
More exceptional campaigns have included WaltDisneys campaign (visible above). That featured QR codes on adverts covering their characters faces but featuring their eyes and nose within the code. The code directed users to the Disney mobile website.
McDonalds in Japan have also found an innovative use for the codes. On McDonalds food wrappers in Japan you will find the codes, which directs customers to a web page for the specific food item providing customers with information about the food traditionally placed on packaging.
A different use for the codes was illustrated by CitySearch and Antenna Audio, who used the QR codes to help promote tourism in San Francisco. The codes were distributed with restaurants, cafes and landmarks. Once scanned, the user was directed to sites either specific to the landmark, explaining its history and relevance or reviews on the specific restaurant, helping to promote informed self guided tours in San Francisco.
However, if these QR codes are so simple to create and use, then why have they failed to become more prolific in the UK?
There are a few answers believed to have caused this occurrence:
Over the past few years the main reason cited for the slow growth in the QR codes has frequently been the fact that Smart phones were not that popular in the UK. However, this trend has been changing steadily over the past couple of years and perhaps this will soon in-fact help support the growth of QR codes.
Another potential reason for their slow growth in the UK maybe partly down to the fact that not all smart phones come with a QR reader, most notably the iPhone. Despite the fact that reader is free for users to download, this may be hindering the growth of QR codes, as it has firstly reduced there awareness, as potential users have simply not heard of the code or are not aware of how to download the reader.
Secondly, this could be limiting there growth as companies may be reluctant to use QR codes, believing customers will not download the reader even once they are aware how.
Other criticisms towards the QR codes include the fact that frequently the codes are used as little more than a gimmick to raise awareness of a brand or product, only catching the attention of those already interested in marketing and technology.
Whatever your opinion of these codes at present, it appears fair to say they offer a great option for advertisers, publishers and brands in connecting the physical world to the interactive world. They hold great potential for the future as they continue to increase awareness in every day life, supported by the exciting scope of potential marketing uses.
