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Bergdorf Goodman connects mobile, social media via QR code

April 29, 2011

New York-based department store Bergdorf Goodman is connecting its blog 5th/58th to mobile via a QR code found in the retailer’s 2011 spring catalog.

Bergdorf promotes the latest beauty tips, makeup how-tos, product reviews and latest industry insights from the retailer’s experts on the front inside cover, along with a bar code. Consumers who scan the code with their mobile phones are sent to the branded blog.

“Marketers are also starting to embrace mobile the QR codes and the overall integration of incorporating scanning solutions into more handsets,” said Laura Marriott, CEO and acting board chairperson of NeoMedia, an Atlanta-based 2D bar code solutions company.

“In fact, marketers are beginning to understand that when executed properly, mobile bar code interactions can provide brands with measurable data using valuable time, location and gender data in real-time and on a code-by-code basis,” she said. “This allows brands to focus their spend on the most profitable channels or media locations.”

Bergdorf did not respond by press deadline. Ms. Marriott is not affiliated with Bergdorf or develop the campaign, but she agreed to comment as a third-party industry expert.

Cat scan
The catalog is 10.75 inches by 8.25 inches. The 28 pages are on heavy stock, matte-finish paper.

Brands such as Versace, Kilian, Chanel, Yves Saint Laurent and La Mer are featured in the Bergdorf spring catalog that dropped this week.

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Front cover of Bergdorf’s spring catalog

When consumers scan the bar code, they are taken to the 58th/5th site on their smartphones.

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Inside of the catalog with the QR code

However, the 5th/58th site is not optimized for mobile.

Users can click on the image found on the blog that matches the front-page cover, and they are taken to a picture-by-picture product display of the items in the catalog, in addition to other items.

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Non-optimized 5th/58th blog via smartphone

This connection will most likely lead to online and mobile conversions for Bergdorf, because tapping on a product’s name will linked customers to the retailer’s commerce-enabled site.

Each item also has a link to a phone number where customers can call for more information.

Indeed, Bergdorf advocates for its Web site and retail location via the mailer in an attempt to drive traffic to these locations.

“When using codes in any media, you have to think about what is going to add value for the audience at the point of engagement,” said Mike Wehrs, president/CEO of Scanbuy, New York.

“Then communicate that in a strong call to action, tell them how to get an app if they don’t have one and, of course, make the code size sufficient for all types of phones,” he said. “Also think about creating unique codes for different mailings to track the effectiveness.”

Touching experience
Brands have been mixing bar codes in with other types of media to drive in-store traffic and mobile or online sales.

For example, a Bloomingdale’s direct mail piece successfully embedded various multichannel touch points such as online, mobile, social media and catalog to alert consumers of 11 days of new trends and fashion happenings and ultimately drive them to purchase (see story).

The retailer also upped its out-of-home advertising strategy by including QR codes and an MMS call to action on phone booth advertisements to connect consumers with videos and content about new fashion trends (see story).

Using two kinds of marketing is a more efficient way to push products and encourage traffic to retail locations.

A multi-touch strategy can offer a deeper communications experience.

“While the traditional piece can get the reader interested, this technology allows them to go a few steps further [such as] see a gallery of images, find the closest store or even purchase right on the mobile device,” Scanbuy’s Mr. Wehrs said.

“We have seen some really strong results, especially in catalogs which can make something static into a digital shopping experience,” he said.

Final Take
Rachel Lamb, editorial assistant on Luxury Daily, New York

Rachel Lamb is an associate reporter on Luxury Daily. Her beats are apparel and accessories, arts and entertainment, education, food and beverage, fragrance and personal care, government, healthcare, home furnishings, jewelry, legal/privacy and nonprofits. Reach her at rachel@napean.com.