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QR Codes Turned Positive August 7, 2012

Posted by tjpollin in QR Codes.
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I found an excellent article at mobilemarketer.com (How Retailers Can Use QR Codes to Prevent Showrooming) about how best to use QR codes in a beneficial way to provide information that will keep a customer in the store to make their purchase.

Smart phones may have changed the game for retailers even more than the emergence of the internet at the turn of the century did. While the establishment of retail websites gave customers the ability to research planned purchases from the comfort of their own desktop computer, smart phones have allowed the same thing from the point of purchase inside the store.

In the meantime, QR codes, used so extensively in Europe and Japan, have hit the U.S. with a thud, mainly because corporate marketers have failed to expand their imaginations to encompass the possibilities that this technology presents.

QR codes get ignored by customers more often than not because of their overt use to throw more advertising, or even worse, offering useless information that doesn’t aid a customer with their buying decision and is already available at the shelf

With emerging showrooming behavior by customers (researching products in stores then making their purchase for a cheaper price online), brick-and-mortar retailers are missing an opportunity to keep that sale inside the store.

Customers will pay that extra dollar to buy in-store if they feel the store cares enough to help them make their purchase.  The referenced article provides many ways a retailer can accomplish that. The wonder of QR

Let’s Start the Journey August 7, 2012

Posted by tjpollin in Overview.
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Hopefully for all, this will be a long, rewarding journey. Welcome to Digital Gnus (News), you’re stop on the web for coverage of what’s new and innovative, what works best to engage customers, and what’s just plain laughable in digital retail signage, online retailing and social media marketing.

I’ve spent nearly my entire career in retail and, over the past eight to ten years, worked in visual merchandising, print point-of-purchase sign design and production plus private label packaging programs so I’ve spent practically my entire career in the field of communicating to customers at the point where they need to make a buying decision. Success comes when you can overcome whatever doubt may exist in a customer’s mind and give them assurance that they have the product in hand that they intended to buy.

In all, whether “bricks and mortar” stores or online, whether print or digital signage, whether you’re talking to your customer in store or on Facebook/Twittter, the key is to make sure customers can make purchases in confidence. Entertaining the customer is wonderful but a waste of your marketing money if you’re not engaging and assisting the customer. The worst thing that can happen to you is if the customer has to return, either to your store or website, to either return an item that doesn’t work for them the way they were expecting or, as in the field of hardware where I spent quite a bit of my career, they don’t purchase everything they need to complete the project they’re working on.

That’s what the goal of this new venture will be. I’ve seen digital and social media work that I thought was incredibly creative and effective and seen some that made it feel like the IQ was getting sucked from my brain through my ears. I can’t wait to start digging in and writing about all of it, with pictures when possible.

Just as I don’t believe interactions with customers should be a one-way conversation, All readers of the site and my meanderings are welcome, actually encouraged, to send me your thoughts about what’s right and wrong with digital retailing today. What have you seen that’s excited you, that makes you believe that this company “gets it!” Know of any examples where the marketing department is having a conversation with itself to the exclusion of everyone else, I can’t wait to hear about it. If you disagree with me let me know. I’d enjoy discussing everything with you about why you believe the way you do.

One more thing to look forward to on the Digital Gnus site will be a podcast with Karen Meyers, a long-time colleague of mine, discussing the latest trends in digital retailing, plenty of thoughts about those trends and ideas plus as much fun as we can fit in along with it. There will be more information about the podcast once we’re nearer to the launch date.

I’m looking forward to continuing to learn and grow in my knowledge of digital retail applications and site design. This site will also be a work in progress as far as look and presentation. Now that everyone has a beginning idea of what the site is about and what to expect, let’s dig in and have some fun!

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