These powerful Quick Response (QR) codes are failing to be utilised correctly and so are frustrating users and providing minimal ROI for business. I still see very little uptake in their appropriate use by organisations. This, in turn, leads to a poor user experience and a resultant downward trend in scans.
Perhaps with Apple deciding not to build Near Field Communication (NFC) into the new iPhone 5c and iPhone 5s QR codes will get another chance.
Below are three of my favourites I’ve bumped into recently:
VZ Executive Cars
A flyer from VZ Executive Cars included a QR code which, when scanned, pulls up the contact details of the company. I’d always recommend this action for a QR code placed on business cards but flyers can also warrant their use.
Perhaps the greatest benefit for QR codes that take this action is that no connection (wifi or mobile network) is needed to scan and then save the details to smartphone contact applications.
Natural pre-packed salads from Steve’s Leaves have a QR code on the back of each pack that takes the customer to a YouTube video where the Corporate and Social Responsibility credentials of the growers are explained.
I love Spanish reds and bumped into this QR code on the back of a bottle from Felix Solis. The code takes you to a mobile optimised version of their website.
Perhaps my number one gripe with misuse of QR codes is where a code takes a customer to a non-mobile optimised website. Sites should always be either dedicated mobile websites or at least responsively designed so that they are quick to load and easy to view / read on a mobile device screen.
*** Please note views expressed in this article are solely those of the author ***
technology4turnover – a business-first approach to website design & social media