QR codes are placed under the spotlight by Columbia Marketing

QR code tracing fruit

Quick response codes are being applauded by marketers on an increasing basis, due to cost effectiveness.

When it comes to use as a part of a mobile marketing strategy, QR codes have had a rough start, as marketers have struggled to be able to determine how exactly to get the most out of this very inexpensive method of adding virtually limitless digital content to print ads and product packaging.

While many companies have seen considerable success with their barcodes, these results are inconsistent.

The appeal for QR codes is considerable, when taking into account the storage capacity that they have to offer, and their simple readability using virtually any connected mobile device through any number of free reader apps. However, the primary concern is over the impact that they are actually having on consumers. While there have been many mobile marketing campaigns that have seen significant success through quick response code scans, this has yet to be the case when it comes to the majority of advertising efforts in which they have been included.

A recent survey focusing on the effectiveness of QR codes suggests that they may just be as promising as they seem.

QR codes fruitThe survey was conducted by Columbia Marketing International and it was held over social media. The company is a grower, packer, and shipper of product including pears, apples, and cherries. In October, they conducted a contest over social media that offered participants the opportunity to win a crate of their Ambrosia apples, as well as kitchen appliances that could be helpful in the preparation of that fruit. The contest included an optional survey in addition to the entry form, which talked about QRcodes printed on the product packaging.


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According to the company’s vice president of marketing, Steve Lutz, in a press release by Columbia Marketing, the respondents to the survey were asked whether or not they ever scan quick response codes located on product packaging as they select the products that they would like to purchase. He explained that “We hoped that the question would provide us with insight on whether consumer trends were climbing with QR code implementation, and whether this was still a worthwhile endeavor for us to pursue.”

Among the over 2,000 people who took part in the contest, about half said that they actively scanned package QRcodes, while 36 percent had never scanned a barcode before, and 14 were uncertain. This shows that consumers are quite willing to scan and that the barcodes present a considerable mobile marketing opportunity.

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