Ever since I began writing this blog, I’ve tried to remain agnostic with respect to showing support for one type of bar code format over another but, after seeing a recent print ad (see images below) from Ekornes, a Scandinavian furniture manufacturer, I believe it’s finally time to show some support for what, I believe, has become the de facto standard in the mobile bar code industry, the QR Code.
Also, if Tag is a proprietary code format (i.e., the Tag can only be scanned and read using the Microsoft Tag reader app), why not inform the reader of the ad about this? While it’s great that the company uses a call-to-action (“Scan to view our current specials.”), there’s no verbiage informing the reader of the ad that the Tag reader app is needed to actually scan and interact with the code.
In my mind, friction is the last thing an advertiser needs when attempting to interact and engage with a consumer, especially via a mobile bar code. As I have written before, in order for bar code-based campaigns/experiences to work, and work well (i.e., generate a positive ROI and favorable response rates), they not only have to be seamless and flawless with respect to execution, but they must also be frictionless.