Quick response (QR) codes could be an invaluable tool for marketers to attach to the printed labels of products.
This is according to Mark Donovan, comScore's senior vice-president of mobile, who told CosmeticsDesign.com that they are able to provide additional information to consumers and engage them with brands.
For example, he highlighted how US department store Macy's has QR codes on its cosmetics products that link through to how-to videos showing buyers the best ways to apply them.
Furthermore, this kind of code could save money because it can direct users to different destinations without the code on the label having to be changed.
"QR codes demonstrate just one of the ways in which mobile marketing can effectively be integrated into existing media and marketing campaigns," Mr Donovan commented.
This comes after Michele Bosc, marketing director of the Chateau des Charmes vineyard in Canada, told the Globe and Mail that QR codes can be used on promotional labels for competitions to give people an incentive to buy.
Denny Bros Ltd, 21 October 2011
