Retailers are increasingly beginning to turn to technology to solve the challenges presented by the Covid-19 era. Here are eight examples of tech innovations that are being used to improve the in-store shopping experience.
QR codes, once believed to be a long-dead relic of the early 2010s, have found a new lease of life in the coronavirus pandemic. How are they being used for innovation in 2020, and could they stand a better chance of succeeding this time?
The QR code, that infamous fad of the early 2010s, will probably never have a marketing renaissance.
We’re fast approaching the end of 2019, which aside from being the end of a year (with all of the traditional reflection and future-gazing that that entails) is also the end of a decade – which of course makes it a perfect time to look back on the last ten years and take stock of where we’re at.
QR codes – those blocky, black and white squares of digital information that take the user to an app or webpage on their smartphone – have a mixed reputation around the world.
For years in the Econsultancy London offices there was a QR code stuck to the microwave that took the unsuspecting scanner to a video of George Dawes’ song, ‘Peanuts’.
Mobile marketing trends come and go, just like the changing of the seasons and the tides of the sea.
Some stick around and become established marketing channels in their own right, such as SMS or mobile apps, but all too often new mobile technologies burn brightly for a short period before withering and dying.
With this in mind, I’ve rounded up three mobile marketing trends that have so far failed to live up to the hype. I’m not saying they’re dead yet, but they’re on shaky ground.
For a similar grumblings about mobile trends, read my post looking at 12 usability flaws that are spoiling the mobile web.
Or alternatively, expand your knowledge of this topic by downloading the Econsultancy Mobile Marketing and Commerce Report 2013…
What was the year? 2009? 2010? QR codes were ‘the next big thing’. They had such great promise. Turn any print advertisement, packaging or promotional experience into a digital touchpoint.
Richer engagement. Richer analytics. But they never delivered. (Some people perpetually say ‘next year’ is the year for mass adoption).
But there is one technology that comes pre-installed on 100% of handsets and which can exceed both the engagement and analytics that QR codes promised.
While strolling around Farringdon the other day I was handed a copy of the new Argos catalogue by a cheery store employee.
Having already reviewed several of Argos’ digital products, including its mobile app, I thought it would be interesting to see how the company integrates digital elements into its catalogue.
Print has long been the backbone of Argos’ business and no doubt still is, yet as times change digital will become a more important revenue stream.
So, here’s a quick look at how Argos is adapting to the changing times…
Like most people I’m not a huge fan of estate agents, but like most people I’m also nosey and want to peek inside homes down my street.
This means that even though I am not in the market for a new home I find myself browsing estate agent websites more frequently than I perhaps should.
In general my snooping takes place on my mobile phone after I’ve spotted a ‘for sale’ sign while strolling to the tube, and as I don’t want to believe that I’m the only person in the world guilty of this behaviour I feel that mobile is an area that estate agents should be looking to exploit.
If someone sees a house up for sale or rent and wants to know more then it’s a good idea to allow them to access the details there and then, otherwise they may forget to look up the information when they finally get home or to work.
Don Draper has left the building is an announcement bound to dismay any woman with a pulse, but it should hearten marketers.
That’s because Don Draper represents the old school of marketing, said Tom Fishburne, CEO of Marketoon Studios, at Integrated Marketing Week earlier this month.
In the Draper model, marketers decided what the brand stood for and what its strategy was. Every touch point with the customer was controlled.
Today those touch points have exploded and marketers have far less control, said Fishburne. To succeed in such an environment, we need to create marketing worth sharing, he continued, outlining five guiding principles.
The high street’s struggles with ecommerce and the digital age have been well publicised in the past 12 months as a number of previously dominant brands have gone to the wall.
And in general the brands that have thrived are those that were quick to adapt and integrate digital technologies in-store, such as John Lewis and House of Fraser.
In our report How The Internet Can Save The High Street we detailed some of the new tactics and strategies that retailers should be trying to take advantage of, such as click-and-collect, mobile search, apps and QR codes.
QR codes are a much-maligned technology – particularly by us – however they can be used in-store to allow customers to access additional product information and reviews.