La-Z-Boy, the furniture company, recently launched a magazine print campaign, which features a QR Code.
To begin, the QR Code is prominently displayed in the ad and next to the code is copy (Scan this QR Code to learn more about the furniture featured in this ad.), which serves three functions, 1) it instructs the reader on what to do with the code, 2) it provides a call-to-action and 3) it informs the reader about what they will see or be linked to once the code is scanned. Although the company could have gone one step further and informed the reader on how and where to get a code reader app, at least the company identified the code as being QR. So many times, advertisers just write the word “code” and, in doing so, they leave the consumer guessing as to what type of code it really is and where to turn for a reader app.
When the code is scanned, the reader of the ad is linked to a well-designed mobile website. On the website, there is almost no stone left unturned, as it includes the following: “Browse” button to view all products by category type; store locator; “Print Ads” button to view other print ads and the furniture featured therein; list of products in the ad, which also includes product review information and links to individual product description pages; social links to Facebook and Twitter; contact us information and a link to the desktop version of the site.
While there are a few other useful features on the desktop version of the website, what’s found on the mobile site is plenty and more than enough for a consumer to start shopping or inquiring.
What I also like about the campaign is that it integrates well with the main website. The image featured in this ad can also be found on the main website, so there is a consistency in branding.
One thing I did notice on the main website is that the company lists all of their print ads for viewing. When I scanned them quickly it did not seem as others are using a QR Code, so I wonder if this particular ad is just a test or experiment with the technology. I also wonder if La-Z-Boy has taken the leap to make use of 2D codes in-store.
2D Barcode Litmus Test: PASS