Peapod uses QR Code

Peapod, the online grocery shopping company, recently launched this direct mail campaign which features a QR Code. As mentioned in the code’s call to action/instructions, a consumer can download the company’s smartphone or iPad app by scanning the code. Simple, easy, straightforward. The only comment I would have with respect to the call to action/instructions is, why not include information on where to locate and download a code reader app? There is certainly plenty of room on the mail piece to hold the necessary copy.

Out of curiosity, I went to Peapod’s main website to see if QR Codes were being used there and, lo and behold, they are. On the bottom of the company’s main website there is a icon called “Peapod Mobile” and, when the icon is clicked, consumers are taken to a page which provides links to the App Store and Android Market. When the App Store link is clicked, the consumer is taken to the Store. When the Android Market link is clicked, a window pops up with a QR Code to scan. This then begs the question, why no code for the App Store? Why the inconsistency?

If the code on the direct mail piece can auto detect the mobile device and direct the consumer to the correct app store/market then, why not make use of it on the main website? (This is my assumption since I only have an Android phone to go by.)

As a loyal Stop and Shop (Peapod’s parent company) customer, I have yet to see the supermarket make use of QR Codes. Perhaps, in time, they will.

2D Barcode Litmus Test: PASS

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