Walmart and P&G Do QR Codes Right
QR codes get a lot of flack. Marketers rarely ever use them in very interesting or useful ways. But Walmart’s latest effort with QR codes actually isn’t so bad.
Walmart Canada and Procter & Gamble are creating mobile stores inside 50 Toronto bus shelters. The idea is that people can use their time waiting for the bus more productively by getting some shopping done via QR codes. The way it works is that inside the bus shelters there are special posters featuring popular everyday products from P&G brands like Pantene, CoverGirl, Pampers, Gillette and Tide. All waiting bus riders have to do is download the QR-code app that links to Paypal, scan the QR codes for the products they want, confirm payment and then the goods are shipped for free.
There are tons of examples of bad uses of QR codes — like putting them on the back of buses and other moving objects, or Mc Donald’s use of QR codes as a way to provide nutritional information. However, there have been some interesting uses of QR codes too, like the tattoo shop that used a QR code as a tattoo artist screening tool.
This is a neat way that consumers can restock necessary household items while they are on the go — and free shipping is even more of an incentive to skip a trip to the store. This kind of e-commerce that is built into an urban landscape is an innovative way for brands and retailers to expand the e-commerce experience for consumers.
One issue with QR codes is smartphone features — not all phones have built-in QR-code readers. Some Samsung, Sony and Nokia models do have built-in scanners, but iPhones don’t, which means iPhone users have to download an app to be able to use QR codes. That’s not a huge deal, but it could be something that deters more people from trying out QR codes. According to eMarketer, 35 percent of U.S. adults between the ages of 18 and 24 have used QR codes on posters.
‘We’re not in advertising mode’: Anheuser-Busch CMO Marcel Marcondes on staying relevant
Last month, Anheuser-Busch announced that it would use its production lines to produce hand sanitizer to help consumers amid the coronavirus pandemic. But that’s only one way the world’s largest beer company is changing the way it operates during this crisis. As the situation has evolved, the company has developed initiatives aimed at helping consumers […]
It took a global pandemic, but Facebook Live is back in favor
With people at various levels of lockdown, Facebook Live has gone from being a back-up way to being at events to being one of the only ways during the pandemic.
‘Be helpful’: How marketers are adapting their messaging to a fraught environment
Using that tactic -- fostering a sense of community with some version of “we’re in this together” and making explicit how big businesses are trying to help -- is common in the new advertising.
SponsoredRegulations are prompting publishers to develop new strategies around user log-ins
In a post-GDPR and post-cookie world, more publishers are making concerted efforts to explain the value of their content to users and increase the volume of consumer authentication.
‘Right thing to do at the right time’: The definitive oral history of Hyundai’s assurance program
Here’s the story of how the Hyundai Assurance came to be and how it was revived in recent weeks.
Member ExclusiveFinance is the new creative: Balance-sheet crunch leads ad and media businesses to seek new liquidity avenues
This is the second of a weekly column about the big changes and challenges facing media and marketing leaders. Be sure to join Digiday+, our membership program, to get access to this column and all Digiday articles, research and more. First came the shock. Then came the bills. Eager to maintain positive free cash flow […]