Research by Nellymoser shows 1 in 14 stores are using QR codes this holiday season

QR code

QR code
According to the results of a recent retail study performed by Nellymoser, Inc., a mobile marketing and technology company based in Massachusetts, 7.2 percent of mall retailers are using QR codes as a part of a larger mobile marketing campaign during the 2011 holiday shopping season.

The research indicated that the majority of the retailers who are using QR codes are those geared toward teens and young adults for fashion, mobile electronics, and beauty products. More notable brands include AT&T, Verizon, T-Mobile, Best Buy, American Eagle, BCBG Max Azria, Forever 21, Express, Journeys, Gap, Sephora, Sprint, and PacSun.

The QR codes are not generally the only mobile marketing technique being used by these companies, but are instead typically a part of a larger study that includes the physical shop location, but that also moves beyond it into the online environment. Many of the retailers have also offered their own apps for Android and/or iPhone device users.

Frequently, the QR codes are being used to redirect mobile device users to the location where they can download their store apps. In the majority of cases, the apps extend beyond basic product information, and also provide additional relevant support such as loyalty programs, styling advice, check-in incentives, social media, and other location based offers such as discount coupons.

The study indicated that retailers are also commonly using mobile to provide incentives to shoppers for interacting with their brand by way of their mobile devices. These incentives include special offers, discount coupons, sweepstakes entries to win prizes, or additional free gifts that come with purchases. Some of the retailers also integrated social media into their mobile strategies, using services such as Facebook and FourSquare check-ins.

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