Perhaps it isn’t the most original of uses, but here’s an example of QR being used well. This is a point of sale display for a molecular cooking set (yes, thanks to the Heston Blumenthal influence they really do make these). I have previously blogged about the need to get the context, engagement and targeting right for QR. This meets all those requirements.
The QR code is used is nice and large, on a high contrast background. There’s plenty of dwell time as it’s in the kitchen department of Selfridges where people spend plenty of time. The engagement is pretty good, as it links to a useful video to explain how this new product works. It’s also well targeted. Those interested in molecular cooking are likely to be techie, probably have smartphones and will probably bother to scan the code.
Now that smartphones are becoming ubiquitous, there is plenty of evidence that consumers are using their devices to check prices, availability and other information. Many retailers and retail brands are missing out as they are largely failing to engage with these users. This is an example of how that engagement could be done.