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":"346ea0954b4983509823975b4d58f760","s":"d20d876acaa0152f"}
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.