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":"29e024ed12d66f42c70665533a5eee38","s":"941c7e86cecf36a6"}
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.