By Hillary Prey Will 2012 prove to be the year that QR codes stand out as a game-changer for point-and-know technology? Brands compete with one another to stay on top, stay edgy, stay unique and, most importantly, stay above all others in consumer minds. As the technology revolution continues to grow at rapid speed, brands have started to look for unique ways to engage with their loyal customers on a personal level, especially while in-store and on the go. Code language As a response to the challenges brands are receiving from consumers, retailers have started to look for unique ways to engage with them on a personal level, through the smartphone with their own branded rich application. One major mobile trend that retailers are implementing are the use of QR codes, or quick-response codes. These codes are popping up in stores all over and becoming the one way that retailers are engaging with customers. By strategically placing these QR codes in store windows, store isles next to products or end caps, catalogs, direct mail, email and online, it allows consumers to use their smartphones and the retailers’ rich app to scan these codes to gain access to product information, videos, ratings and reviews or incentives. Such an effort delivers a unique and rich mobile-optimized experience for consumers to keep them engaged and entertained, but most importantly to drive them to purchase a product. Recently, brands such as Sephora, Lucky, Neiman Marcus, Bloomingdale’s, Macy’s and Ralph Lauren have used QR codes to both the retailer and customer’s advantage. The rule for success is to keep the interaction easy and convenient, but also give the consumer a feeling of exclusivity and empowerment as she scans the code. Customers can be enticed by QR codes to come into the store after they have scanned a code and experienced rich videos, images, or in-store contests. Right fit Recently luxury retailer Ralph Lauren matched up with Red Fish Media to design a custom QR code placed in windows at various Ralph Lauren 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. The fashion label was able to collect valuable data from loyal customers as they filled out their contact information for the contest, which they can use for future engagements such as store promotions, events and exclusive contests in-store and online. The investment that the brand put into the QR code campaign was done in an elegant and intelligent fashion. It created a sense of engagement between the brand and consumer by providing an incentive that customers will want to explore once scanning the code and, in return, giving the brand their personal information to serve them better in the future. Another example of a retailer paving the way with a unique twist on QR codes is Cabela’s. The outdoors retailer has implemented a QR code and bar code scanner into its own rich iPhone and Android apps. When Cabela’s released its 50th anniversary catalog, the company promoted the apps and strategically placed QR codes within the catalog. Once scanned, the codes gave insightful information such as product details, ratings and reviews and multiple product images, enabling the consumer to easily buy the product in as little as 60 seconds through the app. When done correctly, QR codes can offer value to consumers and deep insights to retailers. By strategically planning a QR code campaign from beginning to end in a mobile-optimized format, the campaign will enhance the consumer experience by providing the targeted audience with relevant engagement to learn more about the brand, and leave them wanting to come back to the store or mobile app as return shoppers. Hillary Prey is senior marketing manager at Digby, Austin, TX. Reach her at hprey@digby.com.