QR CODES
To enhance the self-serve shopping experience at Mark’s, I led a project to integrate QR codes in stores. These codes offered customers access to additional online content, such as product reviews, expanded assortments, and loyalty program registration, creating a streamlined bridge between digital and physical retail.
Challenge
When staff availability for in-depth support is limited, it's still important to provide an enhanced retail environment that eases the customers' decision making process. Our challenge was to deliver valuable product information at key moments in the shopping journey, leveraging online resources to address customer needs while simplifying the in-store experience.
Strategic Approach
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Targeted Testing: Deployed QR codes strategically on best-sellers, key categories (like work gloves and boots), and loyalty program prompts.
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Compelling Content: Partnered with the web team to link codes to meaningful content, such as product reviews, end-use guides, and expanded assortments.
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Clear Communication: Designed in-store signage with clear calls to action, encouraging customers to engage with the QR codes.
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Data-Driven Evaluation: Tracked performance and regularly reported findings to leadership to identify learnings and refine tactics.
Results
This initiative provided valuable insights for future development, from the benefits of linking to actionable content to the importance of creating strong in-store messaging. This project demonstrated the potential of digital tools to enhance the customer journey and underscored the need for clear, purposeful execution in bridging the gap between online and offline experiences.