Today I received a National Geographic catalog. On the back, it had a QR Code that, in light of my “naked QR Codes” post a month or so back, made me take a second look.
It was placed on the back cover of the catalog, upper righthand corner. Underneath, it read,
Scan this QR Code with your smartphone camera to shop our store on your mobile phone. Free QR Code readers are available in the app marketplace for your phone.
On one hand, best practices indicate that marketers should include instructions for downloading QR readers and scanning the codes. On the other hand, someone who — at this point in the lifecycle of QR Codes — still needs to download a reader isn’t likely to be doing something as sophisticated as shopping on their mobile phone.
But it didn’t take up much space. The only space it competed with was the mailing label, so the magazine lost no product space to add the code, and perhaps — just perhaps — someone experimenting with QR Codes for the first time might actually buy something as part of the investigative process.
So good implementation or bad one? Chime in!