Luxury brands have been using QR codes in out-of-home, print, in-store and online displays, but those that take it a step further by customizing them can increase brand loyalty and build CRM.
{"ct":"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","iv":"c35a8c84e638af1e7c1ae4bfbbe8386c","s":"b81deb641cb81fc2"}
Customizing a code does provide a great branding opportunity and creates a visually appealing interaction for consumers, but it is imperative to note that the more a code is customized, the more difficult it is to scan. For instance, I tried to scan the RL code above with 5 different scanners – only 3 could read it. A black-and-white code may not be as interesting, but it will mean the largest reach possible for your campaign. It’s important that, anytime a code is customized, there is extensive testing to ensure it can be easily read by all major barcode scanners. This is an area where it’s critical for brands and agencies to engage an end-to-end solution provider in creating and managing their codes.