Executive Briefings

So Tell Me Again, What's That Little Boxed Barcode For?

Given the current retail fascination with so-called quick response (QR) codes-with recent trials at Tesco on subway walls, Macy's on products, American Express on beer cans and eBay on practically everything-it stands to reason those little boxed lines are doing rather well.

A recent credible survey, however, found that not only are most younger consumers oblivious to what QR codes are, but the many who do know what they are can't get them to function. In short, 83 percent of the 1,300 14- to 24-year-olds surveyed couldn't access a QR code regardless of how good the offer was. Looks like some people skipped an important step in product rollout.

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Given the current retail fascination with so-called quick response (QR) codes-with recent trials at Tesco on subway walls, Macy's on products, American Express on beer cans and eBay on practically everything-it stands to reason those little boxed lines are doing rather well.

A recent credible survey, however, found that not only are most younger consumers oblivious to what QR codes are, but the many who do know what they are can't get them to function. In short, 83 percent of the 1,300 14- to 24-year-olds surveyed couldn't access a QR code regardless of how good the offer was. Looks like some people skipped an important step in product rollout.

Read Full Article