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This is why the QR codes needs to be used sparingly but when done right, it can be very effective.
With the new program, Starbucks uses QR codes in their ads and stores to promote information in an interactive type manner. Because the consumer has to physically scan the QR code with their device, the motivation to actually read and take in the information about the coffee they are learning about is there.
Learning about the coffee consists of multiple interactive information pieces such as where the coffee came from, a video of production, what makes the coffee unique etc.
Taking advantage of QR codes early on in its incubation period of the marketing world is smart for Starbucks. Luckily this isn't the only attempt at using QR codes Starbucks has made. Last May the company released a "scavenger hunt" program in partnership with Lady Gaga.
Among these two programs, Starbucks even allows you to pay for you drinks with a mobile app. Allowing consumers to pay with their phone is just another way to simply and make the purchasing process easier and potentially more enjoyable.
I've only recently seen QR codes being used, and didn't know exactly what they were used for. They are frequently placed in magazines, and I even saw one displayed on our campus in Hopper. I think the only trouble with this is that you need a fancy phone or device to be able to use the QR codes. It's a good step for Starbucks to be taking all these marketing steps to catch up with technology, and do it now rather than fall behind later.
ReplyDeleteThese QR codes seem to be more annoying then anything. I see them everywhere now but I have no motivation to take my phone out and take a picture of it. I've even seen them on TV. I'm not going to run up to the TV and take a picture of the QR code. If I really want more information, I will just type in the website on my phone. I feel these QR codes will die down very soon as people continue to become annoyed with them.
ReplyDeleteWhile the idea of these QR codes are good the actual usability of the codes is bad. Like the post mentions the motivation to actually read about the coffee is there because of all the labor that goes into redeeming the code. Other than that these codes are a pain in the neck. What a smart phone could do is come up with an app that reads the codes without having to take a picture of them and send in the information. That is a way I could see these things taking off but until then I don't think anyone will really utilize these codes. Besides if I don't have a smart phone I cant participate anyways.
ReplyDeleteQR codes are a great idea. Even though they may be a pain when sending them in, they are still making services easier for the consumer then in the past. They may provide a headache for the consumer but this is easily forgotten when the consumer realizes how many benefits the codes will provide for them. Having the ability to pay for the beverage through their mobile device will save the consumer time by not having to stay in line if they are in need of a quick drink.Since Starbucks is sending important messages to the consumer it saves the consumer time by not having to spend time looking for deals. They will feel important to the company by receiving the promotions and deals. In the future, they will be more subject to doing business with Starbucks instead of other competing companies.
ReplyDeleteI believe that QR codes are a good idea but I do not think they have taken off like originally planned. Many people do not have smart phones to be able to use these QR codes. Also, not many people will want to read about it. It takes time and time is precious in this day and age. I like the idea overall, but I think changes need to be made. Smart phones need to be more prevalent or they need to work on allowing all phones to have the opportunity to use QR codes. Maybe place the QR codes in places where people tend to wait such as airports, grocery store lines, etc. I believe that this could take off if there was a little bit of a revision done on the idea.
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