QR code, also known as Quick Response Code, is identified as a two dimensional matrix barcode. The concept of this was seen to be first initiated for automotive industry in Japan. This particular code is seen to use optical label, which contains necessary information about the item, which is seen to be attached. As the implementation of the code became popular, some of the other applications of the code were observed in general marketing, product tracking, item identification, time tracking and document management. The purpose of the report is to see the relevant marketing opportunities and discuss about how the other forms of the interactive content or information may be developed.
Stages of the consumer decision?making process where QR codes can be of particular relevance
Every marketer needs to decide certain parameters to figure out the factors, which are related to identify the personal consumption process. The five stages of the consumer decision-making process have been identified in form of need recognition, searching for the information, which has been gathered. Third process of the consumer decision-making process involves evaluating the alternatives, deciding the Actual Purchase of the Product or the Service and evaluation of the post purchasing decisions (Managementstudyguide.com. 2017).
Based on the consumer decision-making process the application of the QR code is seen to applicable in first stage while evaluating the need of the actual buying of the product or service. The rationale for the application in the fifth stage of evaluation of the post purchasing decisions has been seen in terms of offering additional services. These can be seen in form of providing additional information on the various types of the products purchased by the consumers. This example drawn from McDonald’s such as showing the nutritional value is seen to be present in the fifth stage of the consumer decision-making process.
The various types of the marketing opportunities with the QR code has been seen to be evident in form of the building a responsive customer base and forming various types of the communities which are seen to be contributing for the overall growth in the business (Korhan 2017).
Some of the examples of the application of the technology in the relevant sectors have been shown below as follows:
In the given case study it has been shown how company such as Gallerie has streamlined their operations by offering the customers to search for the information associated to recipes, health related issues and ingredients.
Some of the instant benefit of incorporation of such technology can be seen in terms of reducing the advertising costs, forming of a community and integrate the same in the various types of the social media platforms such as twitter and Facebook. Some of the main advantages seen in terms of the distribution of the product have been identified in form of easy tracking, thereby providing several benefits in terms of the distribution cycle (VCCircle 2017).
The QR codes are linked to the relevant service. Such as in, ad magazines the consumers are able scan the QR code for a particular product get a detailed specification. In this way, the consumers are able to get the specific details about the features of the product and perceiving the risk associated. Some of the main advantages of this have been seen in terms of comparing the product features, warranty benefits and product pricing. In terms of the wine purchases, the implementation of QR code has been seen in terms of wine purchase decision. The technology of the QR code has influenced in negotiating the consumers for complex purchase process. Various types of research results have been able to suggest that the application of the QR code has influenced the wine purchasing decisions (Aijcrnet.com. 2017). It has been further observed that the consumers that consider themselves as wine connoisseurs are interested in wine that is produced locally, organically, or sustainably are more likely to employ technology in their wine purchase decision. The main theory of the service marketing is observed in terms of the considerations theory. The consumers are able to simplify the overall purchasing decision by using the QR technology (Watson, McCarthy and Rowley 2013).
Other forms of interactive content and/ information which may be developed to support service operations and customer satisfaction in the future
Some of the various types of the other interactive process for the supporting the service operations and customer satisfaction in the future has been seen in terms of upgrading of the present services. For example, the services provided by the online television companies and internet radio can offer upgrade facility to the consumers by using of QR codes. This will also enable their decision for the upgrading of the service by a single click of a button (Cata, Patel and Sakaguchi 2013).
Some of the other benefits have been further seen in terms of the providing the support services, in terms of after sales services. The provisions provided for the after sales services can be directly be seen in terms providing the consumers with the options to book for a service appointment. Some of the other benefits has been identified in terms of the various types of the suggestions offered for the improvement in the overall services offered by the feedback provided (Ryu 2013).
The discussions of the report have been able to show how the theories of the service marketing can be used in QR code technology implementation. The main advantages of the study have been further identified in terms of the first and the fifth stage of the consumer decision-making process. The study has been further able to show the various types of the advantages in retail, financial services, health services, public sector utilize and transport. Some of the other benefits has been identified in terms of reducing the advertising costs, forming of a community and integrate the same in the various types of the social media platforms such as twitter and Facebook. Some of the other discussions have been able to state on the relevance of perceived risk of products within the services sectors.
Aijcrnet.com. (2017). [online] Available at: https://www.aijcrnet.com/journals/Vol_4_No_5_May_2014/5.pdf [Accessed 16 Apr. 2017].
Cata, T., Patel, P.S. and Sakaguchi, T., 2013. QR code: A new opportunity for effective mobile marketing. Journal of Mobile Technologies, Knowledge and Society, 2013, p.1.
Korhan, J. (2017). How QR Codes Can Grow Your Business : Social Media Examiner. [online] Socialmediaexaminer.com. Available at: https://www.socialmediaexaminer.com/how-qr-codes-can-grow-your-business/ [Accessed 16 Apr. 2017].
Lorenzi, D., Vaidya, J., Chun, S., Shafiq, B. and Atluri, V., 2014. Enhancing the government service experience through QR codes on mobile platforms. Government Information Quarterly, 31(1), pp.6-16.
Managementstudyguide.com. (2017). Stages in Consumer Decision Making Process. [online] Available at: https://www.managementstudyguide.com/consumer-decision-making-process.htm [Accessed 16 Apr. 2017].
Qrdecoder.net. (2017). QR Codes in Transportation - QRDecoder.net. [online] Available at: https://www.qrdecoder.net/qr-codes/qr-codes-in-transportation.php [Accessed 16 Apr. 2017].
Ryu, J.S., 2013. Mobile marketing communications in the retail environment: a comparison of QR code users and non-users. International Journal of Mobile Marketing, 8(2), pp.19-29.
Staff, V. (2013). QR Code Adoption & Use in the Financial Services Industry. [online] Blog.vyasystems.com. Available at: https://blog.vyasystems.com/blog/qr-code-adoption-use-in-the-financial-services-industry# [Accessed 16 Apr. 2017].
Umbel. (2017). 13 Retail Companies Using Data to Revolutionize Online & Offline Shopping Experiences. [online] Available at: https://www.umbel.com/blog/retail/13-retail-companies-already-using-data-revolutionize-shopping-experiences/ [Accessed 16 Apr. 2017].
VCCircle. (2017). Financial services sector to benefit from enhanced expenditure. [online] Available at: https://www.vccircle.com/financial-services-sector-benefit-enhanced-expenditure/ [Accessed 16 Apr. 2017].
Watson, C., McCarthy, J. and Rowley, J., 2013. Consumer attitudes towards mobile marketing in the smart phone era. International Journal of Information Management, 33(5), pp.840-849.
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