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Leading retailer trials QR codes for mobile interaction
UK consumers shopping at a selected number of Marks & Spenser's (M&S) stores will be able to 
use their camera phones to scan QR codes on a small range of items. The code will then direct the user to access the Food To Go mobile web site that features a range of content and voucher codes to claim against future purchases.
M&S is one of the first UK retailers to adopt the technology to interact with customers, albeit that QR format has been popular in Japan with cell phone users, resulting in a number of high-profile attempts to repeat its success in Europe.
An M&S spokeswoman said the retailer was looking to engage more with its customers. "We're trialling QR codes as an innovative new way to communicate with our customers. But, at this stage, it's only on our Food To Go freshly squeezed juices."
The ability of handsets to read 2D, or QR, bar codes as links to urls is commonplace with the reader app being downloaded from companies that specialise in this technology. The unresolved question has been what to do with the capability within a retail environment for purchasers carrying a mobile phone.
Attempts to educate consumers to the benefits of scanning QR codes in Europe remain unproven today having seen BBC, Fanta, Ford, Pepsi and Volvo all conduct campaigns using the technology. However, large packaging and printing companies like DuPont and Prinovis have been entering into QR code deals with market leaders like NeoMedia and Scanbuy that could bring the idea to life if the retail community is able to motivate consumers with useful and rewarding mobile downloads.
For more on this story:
NMA
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Comments
Posted by Anonymous | August 15, 2009 - 1:18pm
The M&S step into 2D and Mobile is to be applauded and, as even applies in this article, there are still many misconceptions and a lack of in-depth knowledge, a) about the codes themselves, b) their potential and in fact far wider range of applications than 'connecting to a website' and c) about how to download the application to the phone.
Point one, in fact it was a DataMatrix code that was used and not the QR code. There are differences between the two and what solutions they can provide, on which subject M&S already have 2D DataMatrix codes on some of their products, that could be doing what they have just done in their new campaign (and more besides.)
In 99% of the above cases in your article, you can download a reader that will read the codes form any number of companies who specialise in this area, 'squiggly square' as you call them (actually i-nigma, owned by 3GVision in Israel) or Scanbuy, NeoMedia, Beetagg and UpCode, to name but a few.
The ability to read either QR or DM codes as links to url's is commonplace - so what makes the real difference is 'what you can do with this technology.' That is where the difference lies and as for the 'download' - that has a relevance too. So, for future organisations looking into this Mobile Interaction, may I suggest a longer look at the what, where and how you should use Mobile + 2D before taking a leap of faith because it looks like the latest gadget from a James Bond movie.
DM & QR... Do you know the Difference?
http://www.gomonews.com/qr-code-vs-datamatrix-do-you-know-the-difference/ and then...
http://www.gomonews.com/armageddon-qr-codes-and-datamatrix-codes-made-simple/
There's much more to it than that and companies, as well as consumers, could be benefitting a whole lot more.
Read more: http://www.fiercewireless.com/europe/story/leading-retailer-trials-qr-codes-mobile-interaction/2009-08-12#ixzz0OHE72qJV
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