The credit card giant has put the spotlight back onto quick response codes with its Priceless campaign.
MasterCard has announced that it will be bringing its Priceless campaign to an entirely new mobile level by using a range of various services and products that are interactive and use QR codes.
Among the primary efforts that the company is making is to enhance the transaction experience.
It is moving forward on this goal by stepping the transaction process beyond simple functionality and enhancing it for additional features through the QkR smartphone app. This application is available for both Android smartphones and iPhones. It is designed to allow shoppers to be able to use their smartphones at the point of sale in physical stores. There, they can scan QR codes in order to complete purchases at coffee shops, restaurants, stores, and other locations.
Customers can purchase whatever they want, and when it comes time to pay, they simply scan the QR codes.
Earlier in 2013, MasterCard ran a trial program at Yankee Stadium in New York and its baseball fans. It provided the opportunity to use the technology for purchasing beer, pretzels, hot dogs, and other favorites on game days. They have also already launched similar tests in Dublin, Ireland, at Aviva Stadium, as well as in Australia, at the Sydney Cricket Ground. In the latter city, guests at the Hoyts operated La Premier movie theaters have also been able to give the system a try.
The app was developed by the QkR MasterCard Labs, which has drawn the eye back to the quick response codes that many had believed to be on their way out. However, mobile payments have opened the door back up for possibilities in this area beyond basic marketing on posters, magazine ads, and product packaging.
The goal is to use QR codes to make payments convenient, but also interactive and engaging. This will help to show consumers that it is a style of transaction that they will like to use and that they will want to employ again in the future as the services become more readily available.