What does this mean for businesses?
I know I said QR codes are stupid. That’s because all they can do is link to content. Now that use of content can be smart. And linking QR codes to ecommerce is even smarter.
That’s why I like how some retailers are creating interactive shopping walls. The shopping walls are posters of pictures of products with QR codes. Use your smartphone to scan the QR code and you will get an ecommerce page to order the product. Here’s how a Marketplace story on how shopping walls work. describes the strategy:
“Marketing consultant Tracey Chapman says shopping walls are popping in bus stops, subways, movie theaters — places where people have time to kill. Making shopping easy and fast is paramount these days. After all, the faster you buy, the less time you have to think about your budget.”
Here’s what I like and don’t like about the idea:
‘Can you scan me now?’
The reporter in the Marketplace story said she couldn’t connect to the ecommerce pages because she didn’t get good cell reception. Almost a fail. At least the retailers got the brand in front of people.
Shopping wall optimization (SWO)
OK, I’m being a bit snarky. But these walls will need designers who understand how to make compelling display advertisements that prompt passers-by to do more than glance at a wall.
Empty storefronts
Branding unused store windows on Main Street and in shopping malls already is happening. Those spaces offer a lot of room for shopping walls.
‘Your QR Code Here’
Renting space to shopping walls or merchants can be a new revenue stream.
Street vendors, flea markets & craft fairs
Portable shopping walls can extend exhibitors’ inventory or let customers purchase items for delivery instead of carrying the purchase. Maybe even arrange shopping panels to create “unstaffed” booths.
It’s not perfect
But well planned shopping wall campaigns can help extend the brand and bring in more sales.
