Kodner Galleries recently launched this advertisement to promote its latest auction catalogue. Featured in the advertisement is a QR Code which, when scanned, brings the reader of the ad to a set of pages on the company’s main website. Once on these pages, the reader can look through dozens and dozens of listings for items that are up for auction. What starts off seeming like a promising call to action/offer (“Scan the Code to View Our Auction Catalogue”) and use of 2D technology, only ends in disappointment. Why? Because the company did not go far enough to understand the mobile experience and what it could or should mean to a potential client.
Kodner Galleries, like many other companies, took the easy way out and simply linked the 2D barcode to a set of existing web pages which, in this particular instance, are all poorly designed for the purpose they serve. First, the reader cannot easily touch a link to move about the website, because there is no navigation bar or menu shown. Second, no information is provided about the up coming auction (e.g., date, time, location, directions, etc.), let alone the company itself (e.g., history, contact details, accolades, etc.). Third, and most important, there is no method by which an interested reader of the ad can place an absentee or phone bid on an auction item, even though these options are provided on the desktop version of the website. I’ll stop there.
To use 2D technology in this type of application makes a great deal of sense, but why and when companies (and their agencies) will realize that mobile marketing should equate with mobile content, design and, most importantly, experience I have no idea. Don’t promote a mobile experience/interaction/engagement and then shove consumers/users to the desktop version where content, design and experience just aren’t the same.
2D Barcode Litmus Test: FAIL