INCORPORATING QR CODES INTO THE CUSTOMER JOURNEY
SOMEWHAT SLIGHTLY UNDERESTIMATED, I FELL THE QR CODE LOST MOMENTUM THROUGH OUT THE PANDEMIC DUE TO PHYSICAL SHOPPING BEING CAPPED - BUT A VALUABLE TOOL TO ENHANCING THE CUSTOMER JOURNEY.
The customer expects more.
Expectations heighten in a post-pandemic world.
They want to feel valued, connected, appreciated - in ways that the retail industry is only just scraping the surface.
QR Codes were invented in 1994, to track vehicles and manufacturing parts - however, they were not used in mainstream mobile usage and shopping until 2010.
The ability to direct a shopper to a digital link straight from their home, local store or brand experience is a vital step within the customer journey. And for this reason, I feel QRCodes have been overlooked by both independent brands and corporate organisations.
Here I've listed out the 3 simple and somewhat obvious ways to enhance your customer experience, by incorporating them into your shopper's journey.
PHYSICAL TO DIGITAL SEAMLESSLY
We are seeing an increased level of physical interaction within consumers, at pop-ups, outdoors markets and exclusive shopping events - often in short term capacities. So the opportunities to capture these consumers at the moment is huge. We want to guide them seamlessly to our corners of the digital world so they can continue to shop and browse with us long after the initial experience has ended.
Using QR Codes to lead these shoppers to our websites, our social media platforms or even better our email lists are a great way to ensure we can continue this relationship with these shoppers within the digital space.
CONTINUE THE STORY TELLING
The beauty of a digital store is the ability to immerse consumers into our history, our values, as well as the storytelling and education of our products. This can often be missed in a business store on a Saturday afternoon - or a classic British shopper who doesn't want to ask the questions. Using the power of a QR Code to quickly and effectively allows a shopper to learn more "in the moment" about a particle item you sell, or brand you stock. Linking your physical store shopper to short videos on how to use, or emotive inspiration clips.
Omni-channel can often be seen as a dirty word - but in my opinion, it is simply about delivering the best experience to the shopper - and often that is a combination of both the physical and digital worlds. Therefore using seamless means of connecting the two - and the QR Code is (at the moment) the number one way to do that.
FROM THEIR HOME - TO YOUR WORLD.
Finally, and my personal favourite is the ability to excite, inspire and spoil the shoppers who have already purchased with us. In that exciting and eagerly awaited moment when the parcel arrives - how can you connect with them on a higher level? Direct from their home - straight to your world?
Utilising the QR Code within your packaging to share a "thank you" video from the whole team. Or a guide to get the very most out of the product. A short VT of the people and meaning behind the business. A link to join a pending online event, or search for stockists within their areas. Maybe a "secret link" to a hidden sale section on the website.
The list is endless - in terms of the potential, you have to enhance and continue that journey with the most precious of shoppers, your paying customers.
HOW WILL YOU UTILISE THEQR CODE TO ENHANCE AND BUILD THE RELATIONSHIPS WITH YOUR CONSUMERS?