“Retail disruption” was the caption Ari Popper used when he sent me this photo.
I replied: Don’t get how this shows retail disruption? She’s taking a photo of something in the case? She’s clicking on a QR code? That doesn’t seem very disruptive.
He replied: That is an outdoor ad! The subways have them in Korea. Shop for groceries and they are delivered to your doorway by the time you get home.
See it on YouTube: http://www.youtube.com/watch?v=fGaVFRzTTP4
Oh, that is disruptive! I watched the video and learned more…
When grocery chain Tesco wanted to expand their market share in South Korea, they asked: Could we become #1 without opening more stores? They opened “virtual stores” where the store “comes to the person.” Customers in Korea use their smartphones to shop in the subway by using a QR code to choose what they want. Tesco changed commuters “waiting time” to “shopping time” at their virtual store.
Now that is disruptive! Coming to America soon? Will you be ready?
And to think I learned about this disruptive new thing happening in Korea from a long-time marketing colleague of mine in LA via old-fashioned email. : >
What other retail marketing ideas should we all know about?
It’s been interesting watching the gradual spread of QR code usage over here in the UK. About two years ago, I presented to a group of people at meet up of digital types on QR codes and there was some excitement at the time, but little sign of their use.
Now, I see them used in ads, websites and on products several times a day. However, there is still not enough understanding of how to use them properly by some advertisers. For instance, many QR codes I scan lead to a website optimised not for a smartphone, but for a PC based web browser. That makes for a poor experience and puts people off your brand or product.
QR codes are good for helping customers connect to you as long as they are used properly.