Brands compete with one another to stay on top, stay edgy, stay unique, and most importantly, stay above all others in consumers’ minds. As the technology revolution continues to grow at rapid speed, retailers have started to look for unique ways to engage consumers on a personal level—especially while in-store and on-the-go.

QR codes, or quick-response codes, are popping up all over as one-way retailers, engaging with customers and providing an immediate return on interaction. They are not only in window displays, catalogs and aisles, but also in advertising—both digital and print—and at trade shows. Brand marketers are tasked with using QR codes knowledgeably and strategically. Providing incentives and a unique, rich consumer experience is vital to keeping the customer engaged and entertained, and more importantly, driving them to make a purchase. Recently, brands such as Sephora, Lucky, Neiman Marcus, Bloomingdale’s, Macy’s, and Ralph Lauren have utilized QR codes to both the retailer and customers’ advantage. The trick is to keep the interaction easy and convenient while giving the consumer a feeling of exclusivity and empowerment as they scan to experience a video, new product details, contests, promotional offers, or cross-selling opportunities.

Loyal customers who are less likely to shop online can be enticed in store after they have scanned a QR code and have interacted with the brand. Recently, luxury retailer Ralph Lauren teamed up with Red Fish Media to design a custom QR code placed in windows at various retail locations. Once scanned, the customer was enticed to enter the store for a chance to win tickets to the 2012 Men’s US Open Finals and a $3,000 Ralph Lauren wardrobe. This allowed the fashion label to collect valuable customer data which can be utilized for future promotions and events. Most importantly, the QR code campaign was done in an elegant and intelligent fashion—creating a sense of engagement between the brand and consumer by providing customers with an incentive to interact, and in return, giving the brand insightful data and information for future ventures.

Another recent QR code campaign done strikingly well was the Victoria’s Secret ‘Sexier Than Skin’ campaign. Implemented on billboards, the codes could not be missed. Each billboard offered a glimpse of a Victoria’s Secret angel who appeared to be nude, aside from a strategically positioned QR code. Coy and flirty messages, such as “Reveal Candice’s Secret” invited consumers to scan the codes. Once scanned, the user was taken to an in-depth product page of the chosen angels’ frame, where she was wearing Victoria’s Secret apparel. Consumers could then browse styles, watch videos and learn more about the collection. With over 15,000,000 Facebook fans and a strong digital, social and mobile strategy, the ‘Sexier than Skin’ campaign is only a small fragment of what the brand has done entice and engage consumers. For a more in-depth look into the label’s designs and mutli-channel platform, take a look at their Facebook fanpage.

If done correctly, QR codes can offer value and insights to retailers for long-term engagement with customers. Strategically planning a QR code campaign will enhance the consumer experience by providing relevant opportunities to engage with the brand and encourage return visits, both in store and mobile.

The retailer must be strategic with QR code placement—whether online, in print or in store. Taking the steps to measure and critique analytics following every campaign provides specific data points that can be utilized in future campaigns and advertising opportunities. Checking QR code scans at specific times of the day or locations are key pinpoints each brand must understand when analyzing metrics in order to understand the core usage of QR codes and the customer behavior.

Holly Krenek is a social strategist based in Austin, Texas. Connect with her on Twitter
or LinkedIn.