QR codes: What do they mean for Destination Marketing and Visitor Research?

Ahhh, QR codes. Little black and white squares with mystery configurations that are popping up on everything from food products to billboards (the Netherlands’ Mint has even printed them on limited edition coins!).

For marketers, it seems like a little redemption after the limiting budget cuts of the economic downturn. You have this super cool technology built into the devices that more and more people are carrying every day. It’s cheap to integrate, and just a free app away from instant information for the consumer. What could be better, right? But consumer use of the technology has been slower than everyone has hoped. There was no explanation or unveiling; codes just slowly started showing up while we were left to wonder . . . what is this supposed to add to our lives?

A recent Russell Herder Study found that 15% of mobile users have scanned a QR code, and most of the scanners were male, aged 18-34. This could be an indication of the introduction phase of a long product life cycle, or it could be another passing trend that never quite catches on. The jury still seems out on that.

At the recent Nebraska state travel conference, I held a roundtable discussion on measuring the economic impact of events. QR codes came up. North Star Destination Strategies uses them to invite people to take community surveys; participants in the roundtable said they use them to provide visitors with more information at key points and on published materials.

One participant said “I really don’t see any negatives to using QR codes—they’re cheap, they’re fast, and they’re a great way to get more information instantly.”

But the question when considering implementation of QR codes is this: how much can you bank on the future of this technology? That means projecting how much the codes will actually become an accepted part of our consumer culture.

It’s easy to get excited about the latest greatest technology. And QR codes are being used by organizations in nearly all consumer industries, including travel. If an organization isn’t currently using QR codes in its marketing mix, they are likely thinking about it. But how is this QR code scanning experience for the consumer? Latest numbers show that 75% of the population has seen a QR code, but nearly 30% don’t know what they are! Predictably, this breaks out by age; younger consumers are more likely to recognize and scan them.

For consumers, the value in a new tool like this is the experience including the access to information, the entertainment value and the opportunity for relevant cost savings. Bottom line, technology has to have added value or it won’t be used. That same Russell Herder Study shows that when a QR code is scanned and doesn’t add value for the consumer, it has a negative impact. Picture this: you finally have your scanning app downloaded. You see an interesting-looking code and decide to scan. The suspense builds. The anticipation mounts and then . . . it’s just a website. Which you then have to surf awkwardly on your tiny screen. This will strongly decrease the chances of that consumer scanning another QR code in the future. Most researchers are projecting that the life or death of this technology in consumer culture depends on how it is used by marketers; so it’s up to us to deliver a positive experience.

If you’ve never used a QR code, try it now (don’t be intimidated, this is a safe place). Go to your free app store on your Droid, iPhone or other smart phone, and search for “qr code reader”. Different programs have different reviews, but I like I-nigma. Others are QuickMark, Red Laser, Bee Tagg, ScanLife, and Neo. Download the free version and wait for it to load. Now, open the app and hold the screen over the code below (some apps make you actually touch a button). See how easy it is to use? Now, what do you think? Are QR codes here to stay?

~ Shannon
shannon@northstarideas.com