He described himself as an advocate and fan of QR codes, and after talking to him, he had me convinced they will have a resurgence.
He said QR codes are in a classic marketing crater before a rise. Early adopters use them, then they fail to live up to the hype, then people start to use them more effectively, and they take off again.
As more and more consumers buy and become comfortable with smartphones, some technologies are going to follow along the path that Twitter, Facebook and texting took.
Everyone uses them now.
“QR codes executes a gap in that there’s little effort needed with a smartphone,” Grant said.
He said the key is to tell users why they should scan the code, whether it’s to get a coupon, information about a grower or a recipe.
“It can’t be a mystery,” Grant said.
Pivonka said PBH survey data showed that two years ago, social media was in the negative numbers with food communication methods, but now it’s pretty well-received.
“QR codes could change that quickly,” she said.
She also pointed out that if technology like Google Glass catches on, scanning will be that much easier.
Grant caused a bit of a stir in Scottsdale by sporting the glasses, which are not yet available to the public, but should be later this year.
Grant also said his company has been working with a national retail chain, which he declined to name, that has a program requiring produce suppliers to put a QR code on their packages.
The code will take consumers to a site that will offer value and a consistent experience so that consumers will be encouraged to return, Grant said.
He said it’s planned for this summer, but it will probably begin to roll out in the next few months in various markets.
I’ve started scanning QR codes again because they’re convenient and provide value.
I think other consumers will give them another shot too.
Maybe the QR code was just hibernating this whole time.
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