QR Codes for Chickens
Ever since Multichannel Merchant’s October cover story “R U Ready 4 QR Codes?” we’ve been on the lookout for marketers that have adopted the quick-response barcodes. We found one this past weekend in a rather unlikely place: the coupon circulars in the Sunday papers.
In addition to a conventional coupon for $1 off its fresh chicken, Springer Mountain Farms includes a QR code for a “mobile bonus” of another $1. The ad includes the six steps involved in downloading a tag reader—which is a bit text heavy and at first glance unfortunately resembles the rules for a entering sweepstakes–or customers can text special keywords to access its mobile site.
Will this promotion be a hit? I doubt it. For one, it seems like a big hassle just to get one measly buck—which will be deposited into your Paypal or Obopay account.
Another problem: With its choice of advertising medium—coupon circulars—Springer Mountain Farms may be barking up the wrong tree with QR codes.
Coupon clippers are stereotypically housewives or working moms; mobile commerce early adapters have generally or younger men or businessmen. It’s hard to imagine a mobile user who may consider buying electronics, apparel or the odd emergency gift for a spouse via his phone getting excited about using it to save $1 on a package of chicken breasts.
Nonetheless, it’s good to see another U.S. manufacturer/merchant taking the plunge into QR codes. I guess you have to start somewhere.
November 4th, 2008 at 5:38 pm
Hey Melissa
Your last sentence is exactly right. I am going to make this work because I believe the 2d tag has tremendous potential; this ad was only a start. I knew going in that it does not hit the targeted consumer very well, but this one is for practice (mine). The tag is also attached to every package of our product in the supermarket. The promotions will be ongoing, with a new promotion every week or two. This week, it’s a dollar off, next week, a quick mobile scan of the tag on the package and entering the magic code from the back side of the tag will get you a free music track download, many other promotions on the way.
Who knows, down the road, I may tell you when and how THAT package of product was processed.
An on on-line shopping list will be activated before the nd of the year - so instead of me forgetting one of the three things my wife called and asked me to pick up on the way home, she can put it on the phone, and I’ll recall it at the store. Yippeee, I’ll finally get everything!!!!