NACHA-The Electronic Payments Association's Council for Electronic Billing and Payment issued final guidelines for the use of Quick Response codes in consumer bill payment.

Meanwhile, according to a separate Pitney Bowes Inc. report, QR codes are gaining increasing acceptance among consumers in North America and Europe. QR code usage as reported by more than 5,000 consumers surveyed stands at 15% on average and at 27% for consumers 18 to 34 years old. The Pitney Bowes survey reports a steady rise and has QR Code usage in the United States now at 19%.

The NACHA guidelines, developed in collaboration with CEBP members and refined through industry input, describe the use of QR codes in a variety of bill payment functions such as viewing bills, making bill payments, enrolling for ebills, and setting up payees in online banking.

Specifically, the QR Encoding for Consumer Bill Pay Guidelines identify voluntary standards for using QR codes in both biller direct and consolidator/aggregator billing and payment models.

It contains recommendations regarding QR code size, data to be included in the QR code, and layout of the data represented in the QR code, among others. The goal of the guidelines is to establish a single QR code format that can be printed on a paper bill and scanned by the consumer's mobile phone using a biller, mobile banking, or generic QR code reader. In this way, billers and service providers can enable QR encoding in a standardized format, providing certainty for biller and banking clients, and ensuring a consistent experience for consumers.

"With the help of the industry, the CEBP has been able to develop a clear, implementable standard for the use of QR codes in consumer bill payment," says Chris Huppert, senior vice president of Wells Fargo and chair of the CEBP. "It is our hope that these standards will help encourage QR code use for bill pay, and ultimately provide an easy option for check writers to view and pay bills electronically."

"We see QR codes as a bridge to help our biller customers move their consumers from paper to electronic adoption," says Rich Langan, senior product manager with DST Output, a customer communications provider and CEBP member that helped spearhead the Guidelines development effort. "With diverse participation from key industry verticals, the CEBP serves as a great venue for these types of standards efforts."

Turning to the Pitney Bowes survey, there are two compelling elements of this emerging marketing tool. First, it crosses traditional and digital channels, adding value to both marketing avenues and is delivered through a mobile channel which is fast becoming the preferred channel among consumers. Consumers have responded most to QR codes found in magazines, and on consumer packages and mail pieces.

Once activated, the QR codes seamlessly port them to a digitally enhanced customer experience. The payoff for consumers may be special coupons, more technical information, a loyalty reward, or any number of intelligent interactions.

Second, QR codes, when implemented as part of a cohesive marketing campaign are highly measurable. As marketers experiment with applying big data to marketing campaigns, QR codes give a transparent view of a customer as they travel across channels on their way (hopefully) to a transaction or, at least, to a delightful customer experience.

"Consumers have become conditioned to getting things at their fingertips and QR Codes enable the coupons and deals that appeal to be easily accessible," says Justin Amendola, vice president, global SMB digital strategy, Pitney Bowes. "As marketers move toward measuring real time results of their campaigns, QR codes deliver a few of consumers as they change lanes from one channel to another. Whether you are a local bridal shop or a multinational packaged goods brand, QR codes are a measurable new marketing tool that's gaining traction with consumers."

Six tips for marketers implementing QR codes in campaigns:

• Focus on printed pieces such as magazine ads or packaging.

• Attach a message to communicate the customer value of scanning the code.

• Offer a mobile-friendly landing page.

•  Use QR Codes to integrate your digital and physical marketing programs.

•  Measure and analyze results.

•  Acknowledge, thank, and reward your customers.

The CEBP intends to organize a test for early adopters in 2013 with billers, biller service providers, financial institutions, payment providers, and others to help kick-start use of the guidelines. The purpose of the test is to verify the specification and to help develop market participants. Organizations interested in participating in the QR code test should contact Robert Unger, senior director, eBilling and Payments, NACHA at (703) 561-3913 or This e-mail address is being protected from spam bots, you need JavaScript enabled to view it by March 1.

https://www.nacha.org/node/1279

http://news.pb.com/press-releases/pitney-bowes-survey-27-percent-consumers-say-they-activate-quick-response-codes.htm

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