DG3's Val Digiacinto Shares a QR Code Case Study
Published on August 10, 2012
Val Digiacinto, VP of Interactive Solutions at DG3 shares the story of Mandi, a client who used QR codes and social media to do a mystery coupon promotion that netted them five figures in sales and a 92% rate of coupon use.
Hi, Val Digiacinto, Vice president of interactive solutions at DG3 and I want to discuss today QR codes. It’s some topic that I've spoken on before at What They Think and I want to tell you what’s happening in the more than five years that we’ve been involved, certainly five years ago not a whole lot. It was a learning experience. We built our backend systems and developed our go-to-market strategy, but over the last year the interaction has been tremendous. It has really become the buzzword. You see people utilizing QR codes in almost every facet. You can’t pick up a publication today. You can’t walk by a billboard or a phone kiosk or bus kiosk, especially in the major urban areas without seeing QR codes being utilized. They’re online. It’s really become a part of the culture at this point and it’s going to continue to grow.
We recently had an experience with a company called Mandi. It’s a young women’s apparel and they’re a national company, 115 stores. The two weekend days prior to the Thanksgiving, after Thanksgiving sale, so it was the weekend before there was in store signage that allowed you to scan a QR code for a mystery coupon. You could get either a 20%, 30% or up to 50% coupon for the purchase, everything you purchased at that moment in that store. They were giving us almost 50,000—the ability to give out 50,000 of those coupons and we did five figures for them. They were very happy with the responses in two days, but the most amazing part of it was the engagement and the actual conversion rate. You had to give an email address in order to get the digital coupon that was supplied to you that you would bring up to their cash register and they would enter that code into the register for whatever you received 20, 30 or 50% off of your purchase and we had a 92, a little bit over 92% conversion rate, so of all the people that scanned the QR code over 92% of them entered their email and actually used the coupon in store that day.
So we also gained additional email contacts through social media involvement where were able to share with a friend email addresses and people were able to say, “Come to Mandi stores. There is a great deal going on. All you have to do is scan a code. You’re going to get a great discount.” Two days, great statistics, the client was super thrilled. We’re super thrilled and I think it’s just the beginning of how people are going to really be able to see how this process works in a retail environment and publications and actually can drive not only things like coupons, but information and the ability to virtually change the site as necessary, so it has really been a dramatic change this year. Scan rates are up. Programs are up. We’re really doing some stellar business and we’re learning a lot about who the consumer really is and then how to follow up with them with essential background information after we do the QR code with things like email blasts, SMS text messaging, variable data print, so it’s driving the business also of print. It’s really a great feeling to have these kinds of things happening and I think it’s something that everybody really has to take a look at.
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