If you are an omnichannel brand doing significant volume in retail, wholesale, and marketplaces like Amazon, do you know who bought your product today? Probably not. In these channels, most brands are still in the dark ages. And associated data is hard to come by.
It seems all but impossible to know who is buying. Collecting an email address, a phone number, and planting a retargeting pixel seems like a magician pulling a rabbit out of a hat.
Well the good news is that you don’t need to know magic to do all of the above and more.
All you need is an amazing QR code experience.
But first a quick recap on 1st party data and it’s value
First-party data is any data you collect directly from your customers. This could be their purchases, contact information, surveys, or location. Because it comes from the actual customer, it’s the most trustworthy and reliable source.
It’s considerably better than secondary data (co-marketing, publishers, affiliates) and third-party data (marketing platforms, aggregators) where the age and quality of data degrade over time.
There are many benefits of 1st party data to a consumer brand.
- Improve product & business strategy
- Remarketing (email, SMS, retargeting ads)
- Personalization (name, purchase behavior)
- Create a better customer experience
- Reduce acquisition costs
For most brands, it’s all about getting that coveted email address. Email is the cheapest way to remarket to customers and increase LTV. We haven’t met a marketer who doesn’t want more email addresses.
On the topic of getting more email addresses, let’s talk about QR Code Experiences and how you can capture more emails with them.
The Emergence of QR Code Experiences
Up until a couple of years ago, QR codes were an old sleepy technology from 1994 that never really caught on. Using them in marketing campaigns let alone packaging was laughable.Then along came COVID and a new use case for QR codes - contactless menus at restaurants. Which led to skyrocketing adoption and understanding of what a QR code does. Coinbase’s legendary QR code commercial only fueled that fire.
So everyone knows what a QR Code is, but what’s a QR Code Experience you may ask?
A QR Code Experience is the end-to-end experience a user has when scanning a QR code. That means the interaction with the QR code AND the final destination.
In the context of physical products, this comes alive with the placement of a QR code on a physical product, packaging, insert, or in-store.
And voila! You have an instant connection to your customer.
It’s a bridge between:
- Brand and consumer
- Digital and physical environment
- Pre-, point-of, and post-sale
- Retail, marketplace, and DTC
This bridge fills an expansive void for consumer brands selling in retail and online marketplaces.
But it’s so much more than a bridge. It’s a channel for communication, marketing, and sales. And it’s always on, and it’s present in every single place a brand sells. It’s lIke having a million roving OOH billboards.
What can you do with that channel? Anything you could do with any other channel!
Similar to Facebook, the QR Code Experience channel is also a Swiss Army Knife. Brands can use it to do the following:
- Share content
- Drive engagement
- Sell product
- Run promotions
- Capture data
And with Peel, you can track all of your engagements and data collected from the QR Code Channel.
Treating your QR code customers as specific customer segments starts with tagging them. Using customer tags opens the door to tracking QR code users across all your post-purchase data in Peel. That means you’ll have full transparency into cohort analyses, revenue metrics like average order value (AOV) and lifetime value (LTV), retention metrics like repurchase rate, subscription metrics, and so much more.
Then you can build customer Audiences, as simple as selecting your QR code tags as the main filter or as detailed as adding layers of filters like an LTV threshold, discount codes used and specific products purchased. Once you have those Audiences, you can send them to Klaviyo, Attentive or Facebook to re-engage them with hyper-personalized campaigns and content. And the best part is you know SO much about those customers already from the QR code experience and gaining that first-party data clarity.
Start Collecting More Emails from Dark Channels Today
For far too long, we’ve all been stumbling around in the dark trying to connect with and engage customers in retail and online marketplaces. Those days are over and it’s time to turn on the lights with QR Code experiences.
There are so many things you can do with QR Code Experiences Brands can customize these experiences by SKU and selling channels.
Here are some use cases to think about for your brand:
- Sharing branded unboxing videos and recipes
- Driving reviews for Amazon listings
- Increasing retail velocity with instant rebates and coupons
If you are thinking about how you can level up your game with QR Code Experiences to capture email or drive growth for your brand. The Brij team is happy to talk shop any time. Get in touch here.