Apparel retailers need to look beyond the QR code – Mobile Commerce Daily – Columns
By George Hoffman
Over the last six months, hundreds of magazine articles and press releases have been issued regarding QR technology.
As a result, it is no wonder that QR technology is finally hitting the radar screens of many apparel retailers in the United States and Europe.
However, the process of determining how best to use QR technology as an in-store merchandising tool is proving to be a challenging one for many apparel retailers.
One common problem thus far in retailers’ evaluation process is that too much emphasis is being placed on the QR technology itself.
Many retailers are beginning their investigation of QR implementation by focusing on the technology rather than on what role it should play in their overall mobile strategy.
In some cases, apparel retailers are postponing any evaluation of the technology based on the mistaken belief that one 2D code will emerge as the universal standard similar to the way that UPC evolved for point of sale usage in the U. S.
The majority of these apparel retailers would be well served to begin their evaluation process now and to focus more effort on determining exactly what they want to accomplish with the technology.
By knowing what they ultimately want to achieve with the technology, retailers put themselves in a position to make a better decision as to what QR platform or solution would work best for them.