By incorporating social media and
geolocation into quick-response (QR) and other 2D bar codes, merchants-and
bankers-can move beyond mobile advertising and marketing and provide consumers
with robust "right now" experiences.
A new report from Javelin Strategy
& Research identifies key consumer segments that frequently scan such codes
and best practices from merchants, retailers, (such as Apple, Starbucks, and
Groupon) and financial services industry (e.g, FIS-Paydiant) on how to leverage
QR codes.
Starbucks Mobile Pay 2D bar code
application allows consumers to link their Starbucks prepaid card to their
smartphones to transact. Similarly, Groupon uses QR codes to allow consumers to
use their mobile phones as tickets or coupons. Apple's Passbook will enhance
the consumer experience by allowing consumers to aggregate a variety of
merchant applications that use 2D bar codes, including QR codes, into a wallet
on their iPhones and providing easy "top of phone" access to tickets, coupons,
gifts, and loyalty programs when consumers are in a specific area or store.
"Apple Passbook is a huge step
forward on the path to mobile wallets," says Mary Monahan, executive vice president
and research director, mobile at Javelin. "By getting consumers used to
the idea of geolocation and geofencing, Apple Passbook provides merchants with
timely and value-added ways to connect with their mobile consumers such as
airline boarding passes that show up on the phone's lock screen and will update
with gate changes as the user enters the terminal. Likewise coupons and loyalty
reward benefits could pop up when entering a particular store. With over 100
million iPhone and iPod customers, Apple will gain the largest wallet platform
virtually overnight and potentially transition millions of consumers to making
merchant-enabled mobile payments with bar codes."
"Apple's announcement serves
as a wake-up call to retailers and merchants to plan their QR code strategies
now," says Jim Van Dyke, president, Javelin. "As a starting point, we
recommend that companies immediately present the value of the QR code to the
consumer, test QR codes for usability, and supply content optimized for the
mobile platform at the other end of the code."
Selected report findings include:
· 40% of mobile bankers have scanned a QR code or
bar code compared to 16% of mobile consumers.
· More than half of mobile bankers would like to
use their phones to purchase tickets, make a purchase in a store or at the
point of sale, or organize and track gift, rewards, and loyalty accounts.
· Consumer enthusiasm for geolocation-based
marketing and promotional messages has surged 53% since 2010.
· Retailers have made the most impressive gains
year over year in mobile marketing compared to other industries, jumping ten
percentage points from 32% to 42% in the past year.
https://www.javelinstrategy.com/news/1344/92/Apple-s-Passbook-Leads-the-Way-for-QR-Codes/d,pressRoomDetail
[This article was posted on July 30, 2012, on the website of ABA Banking Journal, www.ababj.com.]
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