The Case for an Enterprise-Wide QR Code Strategy
At some point in the not-so-distant past, US merchants ditched QR codes. As they gradually gained traction in Asia, the codes did not woo U.S. consumers until the pandemic struck and sparked an unprecedented need for contactless transactions.
Today, you can’t eat at a restaurant or shop at a store in the United States without seeing one – and their use cases are only growing.
For marketers who haven’t dipped their toes in QR waters yet, now is the time to start. For those who are dabbling, now is the time to get down to business. And whatever your experience with QR codes, now is a great time to develop a company-wide strategy. Here’s why.
QR codes create useful data for the entire business
Every time someone scans a QR code, they create data. If, for example, the QR code is part of a marketing campaign, the marketing team can use data on their performance to, for example, update their segments and refine their future message.
But that’s just the start of how data can affect the business.
Tracking visitor behavior from QR codes once they are on the site can provide valuable information that could guide the design team in future updates, especially for the mobile site.
It can offer signals about mobile features that the IT team needs to improve or expand.
And that could inform on how customer service reps engage.
As with other types of marketing data, the information collected from QR codes is much more valuable to an organization when it is not siled.
QR Codes Can Collect Valuable Zero-Party Customer Data
In addition to campaign-level data, QR codes can also serve as a gateway for high-value zero-party data. This could be extremely important at a time when Google and Apple are implementing serious restrictions on third party data which has so far been the lifeblood of online advertising and marketing.
Best of all, QR code data can be even more valuable than third party data.
Read the latest news on QR codes: SafetyPay launches QR codes for real-time payments in Brazil
This is because every time a customer scans a QR code, they are proactively expressing their interest in your brand. Asking these interested customers directly how they want to engage in the future can give the brand the information it needs to cultivate a mutually beneficial relationship.
Because QR codes can work in so many ways (to provide information, initiate a customer service interaction, trigger a payment, etc.), organizations will need to collaborate across departments to ensure that customer data gets to the right people. people who can deliver the experience the customer wants, whether it’s weekly email updates, once-per-season event notification, or push alerts when sales take place .
Data security is paramount
QR codes are valuable in part because of the wealth of data they can provide to your organization. It is essential that you protect this data.
It’s hard to do when marketers use random QR code generators to run various campaigns. When there is no organization-wide strategy, there is no way to ensure that these providers are secure.
This increases the chances that the codes created by your organization can expose the data of the customers most engaged with your brand – which is not ideal.
An enterprise-wide strategy can ensure that you choose a vendor that meets the security criteria you follow for the other technology you use. A QR code provider must offer the following security features:
- Multifactor authentication
- Single sign-on to prevent access by unauthorized users
- Secure Sockets Layer for all new and existing QR code domains
- Regular scans for malware, phishing and social engineering threats
The good news is that vendors that offer these features are also likely to have the sophistication that makes it easy to share data among multiple stakeholders.
Lead your organization to a mature QR code program
The pandemic served as a catalyst in pushing QR codes into the mainstream in the United States, and 59 percent of American consumers say QR codes will be an integral part of their phone use in the future.
For the context on this number, in 2000, 88 percent of Americans e-mail used. In other words, QR codes are at an inflection point. They are becoming popular but offer huge opportunities for growth. Organizations that adopt a mature enterprise-wide QR code strategy powered by an enterprise-grade platform will now find themselves ahead of their competition as more consumers scan the codes.