Every so often, I’ll read a magazine and see two separate companies, both in the same industry, making use of QR Codes, and I say to myself, let’s see which one of these companies gets QR Codes, and mobile in general, and which one doesn’t.
The two companies are Carlyle and Resource Furniture, both furniture retailers.
First, the Carlyle ad. The QR Code stands alone with no descriptive copy nor any call-to-action. Scan the code, and the reader of the ad is brought to the company’s desktop website. Need I continue?
Second, the Resource Furniture ad. The QR Code stands alone with no descriptive copy nor any call-to-action. Scan the code, and the reader of the ad is brought to the company’s desktop website. Need I continue?
Both companies offer something unique and different, but it gets buried. Buried in an interactive, if you want to call it that, mobile-based experience that is nothing more than, here’s our main corporate website, read through it as you wish Mr./Ms. Consumer, and best of luck finding your way further down the purchase decision path.
On the heels of the article I posted the other day, the one talking about mobile as a service, here is a perfect example of how two companies simply don’t see mobile that way. The marketing staff at both companies probably thought it was hip and cool to use a QR Code and just leave it at that. What a waste. What a shame. So much could have been done with these two campaigns and QR Code scan experiences from a service, as well as a sales, perspective, but why should I just give it away. Maybe the marketing team can think better of their ways and put out something worth scanning, acting on and possibly even sharing with others.
With so much written about best practice, I’m at a loss to understand the motivation for putting out sub par code and mobile-based experiences. It just doesn’t add up. Or, should I say, given the nature of the businesses being reviewed, sit well?
2D Bar Code Litmus Test: FAIL and FAIL