Building customer engagement is all about interaction and accessibility. Traditional modes of such engagement would of course require a great deal of physical interaction as well as lots of time, money and energy put into making such interaction possible. With the use of technology, however, customer engagement efforts can be enhanced by using a few simple tools, one of which is the QR code.
Even though the use of QR codes is already said to have peaked in the United States, the fact is that it has not yet been used to its full potential. This is true of the fashion and apparel industry where there is still a lot of scope for QR codes to be used to engage more fully with customers. Instead of using these codes to direct customers towards generic websites or provide them with information they might already have, brands need to engage with them. They need to start a dialogue with the people who walk into their stores and help them make their in-store purchase decisions.
1) Think ‘service’, not just ‘marketing’
To have a fresh approach when using QR codes, you need fresh thinking. One of the ways a brand could do this is by asking itself – what extra service can I offer my customers? It doesn’t have to be anything as elaborate as pick-up and drop-off services; something simple and yet thoughtful will often do the trick. For instance, when a customer picks up a skirt she really likes but is undecided about whether to purchase it or not, use a QR code on the tag to give her information about all the different sizes and colours that it is available in. Or show her a video on what to match the skirt with, and give her some creative ideas in which she can accessorize . That little bit of information just might help her make up her mind.
2) Tell the brand’s story and share the vision
As a brand, you need to be able to stand apart from your competition and QR codes are a great way to tell your customer your story. Share a little bit of the brand’s history or show them the inspiration board used when creating the latest collection. Do you use only organic fabrics when manufacturing your garments? Share a video with your customers showing how this is done. In other words, use QR codes to help your customers know you a little better and to be able to identify with your brand’s goals.
3) Use social networking sites
Use QR codes to direct customers to your brand’s Facebook page or better yet, make it easier for them to scan the tag, take pictures of themselves wearing the clothes and share these pictures on Facebook or Pinterest. Perhaps you could also run a contest on your Facebook page or Twitter account on the most creative ways in which people wear your products. Remember, it is important to make your customers feel like they’re part of your brand’s story. That way, you ensure customer loyalty and a greater level of engagement.
4) Collect feedback
QR codes are a great tool for finding out what your customers think of your brand, products and service. Once scanned, the codes could direct them to a form with a maximum of five questions, preferably in a simple ‘yes or no’ format. Ask them about the service, the product line, and also put in a blank space for their suggestions, if any. You could also use QR codes to store information about your customers’ shopping preferences and use the information to keep them updated about future collections, discounts and sales.
5) Be Mobile-friendly
Simply having a QR code is not enough. If the site or content that you direct your customers to is not optimized for mobile consumption, then you risk frustrating your customers. This is the last thing you need if you’re looking for better customer engagement. So before committing yourself to using QR codes, think about how you can make sure that your customers will have the best possible experience when using one.
