Dassault uses QR Code for B2B

When Dassault Systemes, the French software company, asks in their latest print advertisement, “How far can we go?” I suppose one answer could be, “only as far as the desktop version of the company’s website.” Allow me to explain.

In this advertisement, the company uses a QR Code (located in the lower left-hand corner of the page) and, when the code is scanned, the reader of the advertisement is linked to the desktop version of the company’s website, not a mobile version. While this goes against 2D barcode best practices, it also goes against what the company’s brand supposedly represents.

Here’s how the company describes itself: “Dassault Systèmes, the 3D Experience Company, provides business and people with virtual universes to imagine sustainable innovations. Its world-leading solutions transform the way products are designed, produced, and supported. Dassault Systèmes’ collaborative solutions foster social innovation, expanding possibilities for the virtual world to improve the real world.” Sounds lofty, perhaps, but it also sounds as though they understand the differences between the virtual world and the real world and, if that’s the case, why don’t they understand that you don’t use a mobile-based technology and link it to the desktop? Square peg, round hole. When considering the use of 2D technology, companies must consider how the technology and the associated interactive experience (i.e., the scan) reflects on the brand and vice versa. To offer a less than ideal scanning experience, all the way around, is just as bad as providing poor customer service. Both reflect negatively on the brand, and this should not be part of the equation.

Also, if an objective of B2B advertising is to generate sales leads, how does Dassault plan to do this here? Once the code is scanned, there is no incentive for the reader of the advertisement to learn more about the company’s product offering, let alone make a purchase, so what’s the point of the code? I get it, a technology company wanting to make use of technology but, if that’s the case, they should do so in a correct and meaningful way.

2D Barcode Litmus Test: FAIL

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