Target Aims to Increase Sales, Awareness with QR Codes

Every Sunday I wake up and look forward to two things: watching football and scanning the newspaper ads. I'm not in the market for children's toys, but I recently gave the extra bulky Target "Toy Sale" catalog a peek. After all, it's interesting to see what kids are putting on their holiday wish lists aside from Silly Bandz.

As I flipped through the 43-page guide, something caught my attention: QR codes or Quick-Response codes. These 2-D barcode-like decals may be foreign to many, but they originated in Japan 16 years ago and are showing up more and more every day in the United States. Companies are using these tactics to take offline individuals to online places.

Target took its marketing approach a step further by using QR codes in an effort to increase sales and awareness for new toys. The retailer provides QR codes for three items in the catalog that allow shopper's to obtain additional background information on the products. For example, the QR code for Fisher Price's Imaginet Bigfoot doll offers a Bigfoot sighting video. Before tapping into this mobile marketing technology, consider these five tips:

1. Determine goals.

Like any marketing strategy, companies should determine goals for the initiative. Is the objective to educate consumers on a new product or service, provide a coupon/discount, or increase participation in loyalty programs? For example, a fast food restaurant might aim to provide customers with nutritional information and QR codes can link to such data. According to NewsBlaze, chain restaurants have the ability to increase revenue 5-10 percent by incorporating a loyalty program through the use of QR codes. There are various ways companies can incorporate this technology in their business, but it's important to consider the underlying goals before moving forward.

2. Create an account.

Whether you're a marketer, emerging business or simply want a personal account, application providers like ScanLife and Zebra Crossing offer users the ability to create certain codes for the web, contacts and Twitter. For instance, a business might want to take individuals to a specific Web page which provides a promo code. They simply input the designated URL and click "create." Ta-da! You've now got a QR code. Creators can then insert the image into a number of locations.

3. Consider places to use.

Companies are getting creative and incorporating QR codes in such places as business cards, e-mail signatures, Twitter profiles, etc.  The great thing about these decals is they can be used in traditional and new media campaigns. They've been used on billboard ads, in-store displays, T-shirts, menus, invoices, websites, direct mailings, event ticketing and at restaurants. Not only is this marketing tactic capable of producing a ROI, but some businesses are relying on it to increase brand loyalty.

4. Educate customers.

Unless your consumers are tech-savvy, they probably have no idea what these decals mean or how to use them. They can present learning curve challenges for some folks so the more companies can educate customers prior to running campaigns, the better their chance at success. Target displayed the QR codes on page four, but didn't explain how to access the codes until the middle of the catalog. If an organization intends to use QR codes at a trade show or conference, post a message on your website, social media networks or newsletter that provides easy instructions on how to participate or play. Guiding customers through the process can be as easy as providing these simple steps:

• Download a QR code application like ScanLife on your smartphone.
• Open the application on your mobile and scan the QR code.
• You'll be directed to the designated location.

5. Give a reason to scan.

QR codes provide customers with product information or a benefit that they might not find elsewhere. Create a decal that offers something worthwhile. For example, one company used QR codes as part of a scavenger hunt at a major conference. Participants were sent from one location to the next guided by clues the QR codes provided; those who reached the final destination received a prize. This activity attracted contestants because something fun was offered in return. Other organizations provide discounts on purchases when the code is scanned. Give people a reason to partake.

I give props to businesses for incorporating such tactics into their marketing plans. Target is using this strategy to educate consumers about their products, but doing so in an entertaining way. It's a great approach to raise awareness and increase sales.