Pitney Bowes Survey: 27 Percent of Consumers Age 18-34 Say They Activate
Quick Response Codes
Small and Large Brand Marketers See Campaign Success with New Tool
STAMFORD, Conn. -- January 15, 2013
According to a Pitney Bowes Inc. (NYSE: PBI) report, Quick Response (QR) codes
are gaining increasing acceptance among consumers in North America and Europe.
QR code usage as reported by more than 5,000 consumers surveyed stands at 15
percent on average and at 27 percent for consumers 18 to 34 years old. Such
were the findings of research commissioned by Pitney Bowes and delivered in
the QR Code use report.
There are two compelling elements of this emerging marketing tool. First, it
crosses traditional and digital channels, adding value to both marketing
avenues and is delivered through a mobile channel which is fast becoming the
preferred channel among consumers. Consumers have responded most to QR codes
found in magazines, and on consumer packages and mail pieces. Once activated,
the QR codes seamlessly port them to a digitally enhanced customer experience.
The payoff for consumers may be special coupons, more technical information, a
loyalty reward or any number of intelligent interactions.
Second, QR codes, when implemented as part of a cohesive marketing campaign
are highly measurable. As marketers experiment with applying big data to
marketing campaigns, QR codes give a transparent view of a customer as they
travel across channels on their way (hopefully) to a transaction or, at least,
to a delightful customer experience.
According to Forrester Research, in 2012, only 1 percent of adults in the U.S.
with a mobile phone had used a 2-D barcode reader, and in 2011, that number
rose to 5 percent. The Pitney Bowes survey reports a steady rise and has QR
Code usage in the US now at 19 percent.
“Consumers have become conditioned to getting things at their fingertips and
QR Codes enable the coupons and deals that appeal to be easily accessible,”
said Justin Amendola, vice president, global SMB digital strategy, Pitney
Bowes. “As marketers move toward measuring real time results of their
campaigns, QR codes deliver a few of consumers as them change lanes from one
channel to another. Whether you are a local bridal shop or a multinational
packaged goods brand, QR codes are a measurable new marketing tool that’s
gaining traction with consumers.”
Six tips for marketers implementing QR codes in campaigns:
1. Focus on printed pieces such as magazine ads or packaging
2. Attach a message to communicate the customer value of scanning the code
3. Offer a mobile-friendly landing page
4. Use QR Codes to integrate your digital and physical marketing programs
5. Measure and analyze results
6. Acknowledge, thank and reward your customers.
Pitney Bowes Small Office solutions are designed to help businesses create,
produce, deliver and measure their own customer communications in more
customized and personalized, yet affordable ways. Pitney Bowes small business
products and services can be accessed from any computer with an internet
connection. For more information about pbSmart Codes™ and other small business
solutions, visit www.pbsmartcodes.com and www.pbsmartessentials.com.
Download the full QR Code use report.
About Pitney Bowes:
Pitney Bowes provides technology solutions for small, mid-size and large firms
that help them connect with customers to build loyalty and grow revenue.The
company’s solutions for financial services, healthcare, legal, nonprofit,
public sector and retail organizations are delivered on open platforms to best
organize, analyze and apply both public and proprietary data to two-way
customer communications. Pitney Bowes is the only firm that includes direct
mail, transactional mail, call centers and in-store technologies in its
solution mix along with digital channels such as the Web, email, live chat and
mobile applications. Pitney Bowes is a $5.3 billion company with 29,000
employees worldwide. Pitney Bowes: Every connection is a new opportunity™.
Pitney Bowes Inc.
Manager, External Communications
Press spacebar to pause and continue. Press esc to stop.