Luxury brands have been using QR codes in out-of-home, print, in-store and online displays, but those that take it a step further by customizing them can increase brand loyalty and build CRM.
{"ct":"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","iv":"aee798178d5f695abbe0b3764eb1e839","s":"6f727268b8b0f1e7"}
Customizing a code does provide a great branding opportunity and creates a visually appealing interaction for consumers, but it is imperative to note that the more a code is customized, the more difficult it is to scan. For instance, I tried to scan the RL code above with 5 different scanners – only 3 could read it. A black-and-white code may not be as interesting, but it will mean the largest reach possible for your campaign. It’s important that, anytime a code is customized, there is extensive testing to ensure it can be easily read by all major barcode scanners. This is an area where it’s critical for brands and agencies to engage an end-to-end solution provider in creating and managing their codes.