Understanding Coded Consumer Interactions

Mobile campaigns are becoming more involved with the use of QR and 2D barcodes, …but which ones work best and why? There are several schools of thought on this matter and I have my own view, but let’s have a look at three of the more prominent contenders. The QR camera recognition code is a 2D pre-coded image that allows the delivery of information linked to the code tag. The information may allow the user to launch a WAP site, access a video, photo or contextual information on a product or service. This is a great concept but fraught with problems for the average mobile user. The first of these is the need to download an application onto the phone that ‘reads’ the code that directs the user to the content. Most of these applications are open source and open to viruses that may crash a users phone system. There are a few handset manufacturers who have installed their own reader applications but they are only available in a few countries such as Japan. Another restriction is the camera on the handset, it needs to focus on the code to make the link which may require a number of shots to be taken which becomes frustrating and time consuming.

The OCR (Optical Character Recognition) code is an encrypted text message (SMS) that can be scanned. The message is the result of an algorithm that's transmitted across a mobile phone operator platform. The system requires a scanner to read the code that is connected via the internet. It’s a neat system but requires a complex weblinked back end to function consistently, which is not always the case, especially in Africa.


Then there is the 2D Data Matrix code. This is a two-dimensional matrix barcode consisting of black and white "cells" or modules arranged in either a square or rectangular pattern (similar to the QR code). The information to be encoded can be text or raw data. The length of the encoded data depends on the symbol dimension used. Error correction codes are added to increase symbol strength. This means, even if they are partially damaged, they can still be read by the Brandpoint hi-end scanner. A Data Matrix symbol can store up to 2,335 alphanumeric characters. 2D Datamatrix codes, like OCR codes, need a scanner to convert them to real world value propositions. Brandscape has developed it’s own portable GPRS enabled scanner system that does not require a fixed weblink and is therefore capable of operating in remote areas where there is GPRS connectivity. The codes are delivered to the mobile handset via Bluetooth, SMS or WAP. Using Brandpoint scanners, marketers benefit from an end-to-end, closed-loop marketing capability in the space their customers frequent. This location focused interaction can include retail, sports and entertainment venues providing brand marketers with the same targeting, measurability, accountability, and efficiencies of online marketing. Brandscape believe the success of our technology lies in the consumer experience itself and the need for retailers to have physical proof of the interaction through the redemption of a printed paper voucher from the scanner that can be linked to the point of sale. The tracking reports allow marketers to learn about their customers every time they shop or visit venues enabling them to deliver targeted relevant offers and content that makes the experience immediate, personal, interactive, and fun.