We may remain slow with technology but technology keeps getting quicker. Slowly and steadily, QR scan codes have become an unavoidable part of our lives pushing us towards tech-savviness whether or not we are ready for it. QR code stands for quick response codes. There are situations where we are forced to use them, such as for payment, at least in India, thanks to India’s homegrown digital payment systems, for its sheer superiority as a mode of financial transactions. But, some of us find the quickness of QR scan codes intimidating. There are areas, we can skirt using scan codes, such as at restaurants which are increasingly doing away with the physical menus altogether. Here some of us can just ask someone else at the table to scan the menu on their phone and read it out to us. Until of course, we discover the experience of being able to access the menu on our phone is much better. This however, takes that first spark of willingness to step outside of the familiar zone. But once people do, there’s no looking back. Comedian Samay Raina tweeted,”if i ever get a tattoo, it will be of my UPI QR code”.
It takes an openness to take the risk of appearing foolish as you fumble through what many find as natural as breathing (or getting a tattoo). The rewards of enduring this humiliating phase to cross over to the world of scan codes is like taking the chance to step onto Aladdin’s magic carpet – it can take you wonder by wonder over sideways and under. Well, check out the lyrics of the song, ‘a whole new world’ from Disney’s Aladdin to get the picture. In the song, it is fantasy, but here it is real.
If we pay attention, we will see QR codes staring at us from everywhere. For most they are blindspots. Unless marketers incentivise them well enough. How brands and marketers can leverage this simple technology to encourage our customers to scan to be able to connect with them better is for a whole different article. Most of the things we buy today come with a QR code on the packaging. Except for discounts, most of us are unlikely to actually scan the code.
At museums, you may find a tiny scan code humbly placed on a corner of many of the exhibits. People seldom scan them to know more about the art. I did once at NGMA, National Gallery of Modern Art, Bangalore and it was a delightful revelation. My friend was skeptical, “I think the code is for when you want to share this exhibit on social media”. But what I discovered was a fascinating story about the art, the artist and other trivia. It elevated my experience to another level. Ever since that incident, whenever I see a code, I get curious to see what it will unfold. Almost like a wrapped gift – no matter what is in it, the anticipation of what’s inside is thrilling.. That brings me to what brands and marketers could do with QR codes.
Give me something exciting to live up to the anticipation you feel when unwrapping a gift. Scanning the QR code should give me something beyond manufacture-speak about who you are and where you come from. But fun trivia, a game, a joke, a story. Give me a gift. Inform me, but also make me feel good.
Successful QR Code campaigns often ensure that the codes are visually appealing, easily recognisable, and aligned with the brand identity. The latest technology trends such as dynamic QR Codes and augmented reality experiences are helping brands enhance customer experience.
QR codes are the glue between the physical and digital. No matter how online human lives become, nothing can separate us from the physical. QR codes merge these two unmistakable realities into one seamless phygital universe. The future is phygital. Marketers and advertisers seeking to continue to be relevant, may need to place the QR code at the center of their ideation as opposed to leaving it as an afterthought.
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