Good user experience and compelling content

 Good user experience and compelling content

Throughout this blog, there has been some good examples of effective QR Code usage. The better the content in the outcome, the greater likelihood the user will have a good experience.
Total Produce is one of Europe’s largest fresh produce marketers. The companies research has shown that that the majority of consumers are interested in knowing more about the fresh produce items they purchase. As a result the company has announced the launch of new ‘Smart pack’ packaging with QR barcodes that allow consumers access immediate relevant information on the fruit or vegetable. For example, a QR code accompanying a pitahaya (dragon fruit) will direct the consumer instantly to a three-minute video explaining how to prepare and serve the fruit. This example demonstrates that the company have done the research and have not just pushed useless content onto their consumers.

In late 2010 The Ethical Bean Coffee Company started adding QR codes to their ads on the train. When customers scan the QR Code with their smartphone cameras, a coffee menu pops up on their screens. They can then order a cup of coffee on the train and have it waiting when they arrive at one of Ethical Bean’s shops. According to CEO Lloyd Bernhardt, business has doubled since then, with Bernhardt adding “We catch people who are on the go and don’t have a lot of time”. This example offers consumers a unique experience and gives them added benefit by offering a quick order service.
Ensuring a good user experience and offering compelling content will enable the population of QR Codes to be maximised so that they will have mutual benefits for consumers and business.