As one of the first retailers to create a more virtual shopping experience in Korea, Tesco have been ahead of the curve. They have just launched an F&F pop-up shop for the Jubilee in London’s Covent Garden, which will be open until the end of the Jubilee weekend. Users can try on clothes in the store, but can’t take them home there and then. That’s because the shop has no tills. Instead, users scan a QR code and pay through their online site for collection the following day from the nearby Tescos or home delivery in 2-3 days. Alternatively, there are iPad pay points, which customers can to make their purchases.
This is a question I am often asked by people who don’t work in advertising agencies (ad agencies like to assume that most people do scan codes). The answer to that question is … well, it depends. Or if you want to put a figure on that, it’s 14.5% of Smartphone users in Europe scan QR codes, according to comscore. That’s not a lot of people (say, 7% of the population), but it appears to be growing. I have blogged extensively about how and when codes should be used, but an interesting set of stats from the research company confirm that print – magazines and newspapers – is the most used media (50% of scans). Next most used was packaging at 38% and websites (strangely) at just under 29% of scans.
As with any technology, QR has it’s place (it’s place seems to be in print and packaging) and both the engagement and audience must be correct. I have conveniently split some examples into QR Fail and QR Success on Pinterest if you want to see how best to use them or see the comscore stats for more info.
Officially, 26th May 2012 is the day that the UK regulators will be enforcing their 2011 update to the PECR, which requires companies to take opt-in consent for tracking information (including cookies) on websites. The regulations were actually updated one year ago, but the regulators gave businesses 12 months to get their house in order before they started enforcing it.
Clearly, there are long-term issues; business are finding it hard to implement the regulations. When it comes down to it, those that make some effort with cookies are unlikely to fall fowl of the regulators. Those that completely flout it, may not fare so well – the ICO is already contacting some companies about their cookies.
I have written a white paper on the subject of mobile and cookies of the DMA which you can find here: http://www.dma.org.uk/sites/default/files/PDF/Cookies/Mobile_and_Cookies_Legislation.pdf
There’s some good general guidance here: http://www.dma.org.uk/toolkit/countdown-cookie-compliance
And a some further useful advice from econsultancy here: http://econsultancy.com/uk/reports/the-eu-cookie-law-a-guide-to-compliance
This is a nice use of AR for a shutter company. As well as seeing how they look in your windows, you can also change their status (open or shut) and colour etc