QR Codes: An interactive consumer engagement tool

QR Codes: Interactive Consumer Engagement Tool

A Presentation by Scanova

April 2014

www.scanova.io

| Copyright © 2014 Scanova, a division of Trycon Technologies — ConfidentialApril 2014 2

Table of Contents

Business Challenge: Understanding Consumers

• Importance of Consumer Engagement

• Consumer Engagement Methodologies

• Importance of Mobile Access

New-Gen Technology: Quick Response (QR) Codes

Scanova: An Interactive Campaign Management Tool


Understanding Consumers

Importance of Consumer Engagement

With rapid advancement in access to information, it has become critical for businesses to

attract, engage, and retain paying consumers

Importance of Consumer Engagement

Businesses are now required to adopt

innovative marketing techniques to

capture the attention of the ever busy consumer

Attract

Engage

Retain

In addition, they must engage the

consumer with information and multimedia

to help them relate to the brand

Businesses must now also invest in

retention activities such as loyalty

incentives and exceptional service to

maintain cash flows

Why engagement is necessary?

To enhance overall experience as

consumers now:

• Have access to alternative

options

• Have a low attention span

• Need a differentiating factor

• Need more information

• Want to be included in the

development process

• Expect a fair level of service

To identify paying customers from

the rest



Consumer Engagement Methodologies (1/2)

Businesses should invest in enhancing consumer experiences by engaging them with

information, multimedia, incentives, and feedback

Enhancing Consumer Experience through Consumer Engagement

Feedback &

GrievancesIncentivesAccess to Information

Multimedia

Engagement

Mobile/online

access to

information such

as:

• Guides

• Tech specs

• Product

benefits

• Reviews

Easy access to

product related

multimedia such

as:

• Social media

connect

• Product photo

gallery

• Promotional

videos

Differentiation

through incentives

such as:

• Contests and

events

• Discount

coupons

• Reward points

Inclusion of

consumer in the

development

process through:

• Surveys

• Feedback

• Grievances



Consumer Engagement Methodologies (2/2)

With increasing costs of promotions, businesses must also identify valuable consumers from

their total reach of new and existing customers

Identifying Valuable Consumers through Engagement and Post-engagement Analytics

New Customers Existing Customers

Analytics

Waiting Lists

Early-bird

Discounts

Businesses must now assess the impact of their marketing campaigns through analytics to identify valuable consumers from the total reach

Pre-launch

Engagement

Frequency

Tracking

Promotion Impact

Analysis

Assessment

through Loyalty

Programs

Keynotes, pre-launch

product inquiries, social media connections

Launch notification

registrations, beta testing registrations

Pre-launch discounts on registrations

Track the purchase behavior of your repeat customers

Understand the success of

your promotions with existing customers

Identify valuable customers

through analysis of loyalty programs



Mobile Access in India

Consumers in India are increasingly using mobile phones to access internet, seek

information, and connect socially

Mobile Internet boom in India

Mobile Internet

Access

Out of the 164.8 million internet users in India, 143.3

million subscribers access internet using mobile devices, including mobile phones and tablets

87%Access internet

using mobile

Social Media

Access

According to reports, 30% of Facebook users in India

are mobile-only internet users and 30% of new registrations are coming from mobile

30%Mobile-only

Facebook

users

Information

Access

40%Mobile-only

Searches on

Google

According to reports, over 40% of searches on Google originate from a mobile device

Source: TRAI; Avendus



Mobile Access in India: Consumer Experience

However, consumer experience through mobile engagement still has challenges in both

dedicated mobile applications and mobile web pages

Consumer Experience while Engaging with Businesses using Smartphones

Dedicated Mobile Applications Mobile Web Pages

Drivers

Barriers

Mobile-optimized viewing

Push notifications

Easy in-app payments

Customer information

Automatics updates from server

Compatibility required for mobile browsers

only and not OS platforms

Most businesses have a website, hence,

lower investment

Download by user required

Regular updates required across all devices

High cost of development

Multiple applications for various platforms

Web-pages typically not optimized for

mobile viewing

Entry of URL required to access page

Login information each time to make

payments, etc.

Push notifications not possible


Table of Contents



• Introduction

• How it Works?

• Online and Offline Applications

• Types of QR Codes: Static and Dynamic

• Innovative Implementations




Introduction

A Quick Response (QR) Code is a next-generation technology that can be leveraged for

consumer engagement activities

Introduction to QR Codes

Characteristics

Matrix or 2D barcode or an optically machine-readable label

Can hold virtually any type of data

Quick readability and higher storage space than conventional

barcodes

Possible to include colours and images in the design

Dirt and damage resistant

Readable from any direction

Overview

Developed by Denso Wave, a

subsidiary of Toyota

Corporation of Japan, in 1994

Initially used for inventory

management in automobile

industry

Now extensively used in

marketing industry


Consumers can view information on their smartphones by simply scanning the QR code

using a mobile application

How QR Codes Work?

1QR Codes are

deployed on

products and

promotion

material

2 Code is easily

scanned using a

smartphone

application and

info (e.g., URL)

decoded

3 User can get

information/

engage either

directly or via

mobile internet


How it Works?


Using QR Codes, consumers can be directed towards any online content such as product

info pages, social media, photos, videos, and forms

Common Online Applications of QR Codes

Users redirected online to detailed tech

specs, features, guides, etc.

Product

Information

Social

Media

Online

Video

User

Registration

Feedback/

Survey

Users redirected online to like Facebook page, follow Twitter page, etc.

Users redirected online to view product video, short film, etc.

Users redirected online to register for notification, event, newsletter, offers, etc.

Users redirected online to online form for feedback, suggestions, survey, etc.

Advantages

Save cost on print

material (such as data

sheets, user manuals,

feedback forms) by

putting content online

Target on-the-go users

to social media pages

and online promotional

material (such as photo

galleries and videos)

Avoid manual entry of

data from handwritten

sheets to analytics

platform (such as in the

case of feedback/survey)


Online Applications


In addition, QR Codes are also used for a number of offline applications such as VCards,

encoded messages, coupon codes, pre-loaded SMSes, and number dialing

Common Offline Applications of QR Codes

Users can view and save VCards on their smartphones

Users will be able to read a decoded text message

Users will get a coupon/discount code which they can save

A pre-loaded SMS is generated with text message and receiver’s contact

The phone application is launched with the phone number pre-loaded

Advantages

Highly convenient for

users as they save time

and effort in typing

contact information,

SMSes, and phone

numbers

Only users that scan will

be able to decode

message or coupon

code

Chances of user making

error while sending an

SMS or dialing low

VCards

Messages

Pre-loaded

SMS

Dialling

Coupon

Codes


Offline Applications


Dynamic QR Codes are commonly used in marketing campaigns as it is possible to edit the

underlying information without the requirement to update the design of the code

Types of QR Codes: Static and Dynamic

Static QR Code Dynamic QR Code

Address of the

target landing

page stored in

the code itself

An intermediate URL

(typically a short URL)

stored in the code. The

intermediate URL directs

the user to the target

landing page

Code generation - Free of cost

Information once coded cannot

be altered

Reprinting of material required

with new code

Information (target landing page)

can be edited at any time without

updating code design

No reprinting required

Code generation and data

management – Typically available

at subscription


Types of QR Codes: Static and Dynamic


Retailers in India such as Yebhi.com and HomeShop 18 have leveraged QR Codes to allow

customers to place orders through virtual stores

Innovative Implementations of QR Codes


Innovative Implementations

Opened ‘virtual stores’ in CCDs in India to target offline customers

Used QR Codes to provide product info and allow customers to make mobile

payments

Source: Medianama


Users who scan the code view detailed product information, make mobile payment, and

purchase the product – all using only their smartphones




Opened a ‘virtual store’ at the Delhi Airport (Terminal T3)

Users could place orders by scanning code or over the phone at the call centre

Source: Medianama


Turquoise Cottage ran an innovative campaign using QR Codes – The Buddy Stamp – that

resulted in significant increase of their sale and visibility




Turquoise Cottage, a restro-bar in Gurgaon, ran an innovative QR code campaign to improve their drink

sales

The bar used a QR code design stamp instead of the traditional hand stamp – The Buddy Stamp

Customers who scanned the code were directed to different mobile websites depending on the hour

Source: Medianama


Table of Contents





Scanova is an interactive campaign management tool that allows businesses to better

engage with their customers through QR Code-based marketing campaigns

Introduction to Scanova – An Interactive Campaign Management Tool

Scanova

Introduction

Scanova is a powerful web application that allows businesses to design and manage effective QR

Code-based campaigns

Product Overview

Using Scanova businesses will be able to:

Generate high-resolution static and dynamic QR Codes

Easily create mobile-optimized landing pages (currently in

beta) in a few simple steps

Manage QR Code-based marketing campaigns

Assess impact of marketing campaigns by viewing usage

analytics

For a free trial account, log on to http://www.scanova.io

http://www.scanova.io/

For more information contact:

Gautam Garg

[email protected]

Copyright © 2014 by Scanova, a division of Trycon Technologies

No part of this publication may be reproduced, stored in a retrieval

system, or transmitted in any form or by any means —

electronic, mechanical, photocopying, recording, or otherwise — without

the permission of Scanova, a division of Trycon Technologies

This document provides an outline of a presentation and is incomplete

without the accompanying oral commentary and discussion.

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QR Codes: An interactive consumer engagement tool