The QR code—that little circuit board-like maze that whisks you directly to a website with just a quick smartphone scan. Instant connection, no typing involved. The ease and convenience, for both consumer and business, are precisely why some direct marketers hold onto the idea that QR codes should be a staple of direct mail acquisition pieces.
However, research has shown a decline in direct mail with QR codes across almost all major industries. The mere mention of a QR code elicits chuckles and smirks at most agencies (including ours). The general consensus among consumers is that few real people actually see themselves scanning these little codes. I thought we were at the height of the smartphone revolution? Consumers don't have time to type out long URLs. What gives?
QR Confusion
One of the major reasons QR codes are incorporated into acquisition mail at all is to connect the recipient directly to a landing page, making it easier for him or her to learn more, take the next step in the buying cycle or apply for a product or service immediately.
But apparently the biggest roadblock for consumers is confusion. In order to scan a QR code, one’s phone must have a scanning application, which don't come factory installed on most phones. This means that consumers have to first understand what they need, and then proceed to download and use the app. These are steps during which many consumers lose their way, and the QR is left alone and unappreciated.
Behind the QR Curtain
Quite possibly another reason why many consumers disregard the QR code is a fear of the unknown. URLs that are written out are easier to trust because the name of the business or product is often right in the website address. But QR codes are graphic and mysterious. By scanning the cryptic code, it begs the question, where will you end up?
In the age of cyber attacks and increasing privacy concerns, we’ve been trained to be very paranoid of unidentified links and to keep our devices secure. It’s easy to see why one would choose to play it safe and keep a distance.
And you might want to consider this unfortunate incident: Heinz recently experienced an embarrassing QR code mishap when no one at the company noticed the domain linked to their code had expired. This left it open for someone else to buy the domain name and use it for other, non-ketchup-related purposes.
With all of this in mind, the seemingly easy remedy would be to inform consumers on how to use the code (i.e. “scan this code using this app”). But even this small step muddies up what should be a clean marketing palette and can take away from the product or service being sold. And adding more text and calling attention to extra steps defeats the entire purpose of the code itself.
QR Confidence
Maybe all is not lost for the QR code. While many businesses disregard them entirely, companies like Snapchat are finding new uses for them. The photo-sharing application now gives each user a unique QR code, which others can then scan to find and friend each other more easily. So far, it seems to be gaining positive attention. As has been the case with other marketing trends that have come along the past few years (PURLs come to mind), the technology's fate rests with its users.
