The effect of mobile on shopping behavior is so often discussed that it seems like it is becoming old news; but the reality of that effect is something retailers need to think about every day. Far from being a done deal, the impact of mobile continues to change how we connect with one another, businesses and even with products, and will likely continue to do so for years to come.
Despite all the attention, and the accompanying hype, mobile is not a replacement for any other communications medium. And mobile really is just that: a medium, although a very powerful one. The essential point for retailers is this medium must work with all other media channels and help to support the overall message; but the focus must remain on the message, not the medium.
Here is one example: QR codes have been getting a lot of attention lately as one of the best ways for retailers to connect with shoppers through their mobile devices. Unfortunately, in too many instances, this technology has become the focal point at the expense of the message itself. Half of all QR codes lead to something of little or no value to the person scanning it—Web pages not optimized for mobile, for example, or a TV ad. As QR codes become more common, expectations will rise for the quality of content they link to.
While quick response (QR) codes can be a powerful way to engage with a shopper, they must supply significant incremental value for the user. In the case of natural products, shoppers are often looking for additional information. QR codes are a great way to connect a shopper to a video about the product, or a comparison to other products showing why one is superior to another. The message should be consistent with the code’s placement and provide useful content for the user.
Read the full article here
