In almost all cases, QR codes are delivering shoppers to mobile-optimized sites instead of the regular corporate site.  While there was considerable variation in the destination of the QR codes found, five types of destinations continually recurred.

App download

Some store apps offer location-based user perks and discounts. (Click to enlarge.)

Many stores have designed their own iPhone and/or Android apps.  While signs could just publicize the apps, the QR codes make it quick and easy to acquire the app. In most cases, these apps go beyond providing basic product information and include styling advice, loyalty programs, social media or check-in incentives and location-based discounts. Some include the ability to scan product bar codes and QR codes within the app.

Stores who have harnessed QR codes for this purpose include American Eagle, aerie, Express, and PacSun.

Sweepstakes and Incentives

A common practice was to incent shoppers to interact with the brand using a mobile phone by offering discounts, special offers and  opportunities to win prizes or gifts with purchase.  A QR code not only promotes this reciprocity, but enables the transaction to occur in one step.

Sweepstakes and discounts are both common ways to provide a potential value to the user with limited sacrifice on the part of the retailer.

This approach was utilized by Madewell, Pottery Barn Teen and PacSun.

Social Media

Checking into aerie at the Cambridgeside Galleria with Facebook.

Part of the social media strategy of many stores involved sharing as well as checking in on FourSquare or Facebook.  A check-in explicitly endorses a product or brand to those connected to a user’s profile.

Stores and brands that used QR codes to connect to social media included aerie, American Eagle, and BCBG Max Azria.

Product information

While not a common practice with teen and young adult fashion or beauty products stores, electronics stores such as Best Buy and mobile retailers employed QR codes to provide additional information about products offered in store. These codes often appeared on shelf talkers or pricing tags.

QR codes provided the opportunity to add much more technical data than can fit on a the retail package.  The code may link to more information than could be obtained from a retail salesperson, but that was not tested.  Codes at Best Buy link the user to the specific mobile-optimized page for the product.

Stores such as Sephora used QR codes to offer demonstrations and instructions for cosmetics, which often require some introduction.  Videos provided this information and could engage the shopper if a sales person was not available.

The best retail campaigns witnessed this year employed some combination of these techniques. QR codes appear to be part of an overall mobile strategy.  QR codes are a way to encourage shoppers to download apps, get discounts, enter sweepstakes and share via social media with their mobile device even when away from the mall.

Instructions

Almost all codes appeared with text that explained how to read a code or what would happen if a code was scanned.

There is considerable variation in the detail provided in the text supporting QR codes in retail. Express, for example, posted their QR code with the instructions “Download the app, Express Mobile.”   In contrast, the QR codes posted in the American Eagle and Madewell fitting rooms appeared on posters with instructions for downloading scanner apps. Further, Journeys included an SMS option to reach their link as well.