P-O-P Spotlight: Interesting Uses of QR Codes
Each month, the Path to Purchase Institute shines a light on some of the most eye-catching displays and physical activations that our boots on the ground recently captured in stores.
This time, we’re showcasing how brands and retailers are connecting the in-store and digital shopping experience through interesting uses of QR codes via P-O-P materials.
Nestle Purina occupied endcap space at Walmart in January to promote its Chief Snuggle Officers content, which encouraged pet owners to enter their dog or cat for the chance to serve as special brand ambassadors and win a cash prize. The endcap display comprised shelf PDQs, blocks and signage highlighting the “Search for CSOs” alongside two separate QR codes linking to the pet photo entry site, one for puppies and the other for kittens.
Target is encouraging shoppers in the personal care department to take its Beauty Studio hair care quiz via a violator. The signage says “We’ll analyze your hair needs and recommend top products for you” next to a QR code that takes shoppers directly to the retailer’s app (if downloaded on device) or a web page. Target’s Beauty Studio offers various personalized experiences including virtual product try-ons, beauty consults and personalized quizzes.
Gregory Pharmaceutical Holdings’ Blue-Emu leveraged an account-specific shelf talker in an OTC aisle at Walmart that resembled the retailer’s website/mobile app. The sign aimed to help shoppers get the Blue-Emu pain relief product they’re looking for even if it’s missing from the shelves by scanning a QR code to “order now.”
Since 2003, P2PI has served as marketers’ eyes in the aisles and offered its member community access to a robust Image Vault, which today comprises nearly 160,000 images (and counting), across a variety of retailers, product categories, channels, touchpoints and themes. Each month, we will showcase a sampling of eye-catching physical activations and themes from the vault.
