A.R.E. RETAIL COUNCIL
Luis Andrade, Sony Electronics Inc.;
Michael Cape, Michael Cape Consulting;
Robert Higgins, Fossil Inc.; Chuck
Luckenbill, OfficeMax Inc.; Anthony
Mancini, Alex Cannon; Marc Riera,
Nike North America
QR tags in retail? I love them, as all
customers are basically walking around with
an interactive touch screen in their pockets.
But brands and retailers seem slow to use
them. Why is this?
—Phillip Holloway, creative director and owner, H Squared Ltd.,
Coalville, Leicestershire, U.K.
Mitch Abbott, The Rockport Co.; Bevan
Bloemendaal, The Timberland Co.
(Retail); Jackie Bonic, Liquor Control
Board of Ontario; Mark Brodeur,
Wal-Mart Stores Inc.; David Curtis,
Crocs Inc.; Ray Ehscheid, Bank of
America; Joseph P. Flaherty, Macy’s
Inc.; Richard M. Geist, Uncle Sam’s
Army Navy Outfitters; Ignaz Gorischek,
The Neiman Marcus Group Inc.; Richard
Hamori, Hudson’s Bay Co. (HBC);
James Harte, Bob’s Stores Inc.; David
Hicks, Canadian Tire Corp.; James
Hilyard, Performance Inc.; Brenda
Houston, Brenda Houston Design; Marc
Jamieson, TELUS; Rob Jordahl, Belk Inc.;
Tom Jowett, Bass Pro Shops; Danette
Kroll, Foot Locker Inc.; Brad Lenz,
Liz Claiborne Inc.; Paul O. Loux,
Sephora USA Inc.; Michael Mc Tamney,
The Pep Boys – Manny, Moe & Jack;
David Meekings, HAMLE YS; Al R.
Rodgers, Dollar Tree Stores Inc.; Paul
Schleef, Michaels Stores Inc.; David
Thomson, Le Chateau Inc.; Michael
Trowbridge, Limited Brands;
Bob Waddell, Limited Brands;
Bink E. Zengel, Luxottica Retail;
Bill Zuercher, Shopko
I think we’ll be seeing a lot more of them soon. Accessorize has just launched a QR tag decal in
the windows of selected stores that takes you to the online store. I think they’re brilliant and
have so much potential. Enter competitions online, browse online what you can’t see in-store...
the ideas could snowball. Perhaps brands need more education about the possibilities, along
with some facts and figures to entice them.
—Eric M W Boulden, president, Jump Branding & Design Inc., Toronto
Truthfully, I think most of us don’t know how to implement. And those of us who do, simply don’t
have the time to invest. Our buyers say they’re into it and are putting QR designs into our art, but
I have yet to see them. Our graphics department may just beat them to it.
We use them to drive to our site, mainly on out-of-home advertising campaigns
(offers and/or sweepstakes), also to drive to social media. Haven’t quite implemented in-store yet but thinking it’s best suited for content-rich products.
—Gregory McEachern, director, visual/creative services, City Sports, Boston
I love technology, and I have been especially fascinated by the changes in the mpowerment of today’s retail consumer. The information and connectivity revolu- tions have enabled consumers to make decisions better and faster than they ever have before. Retailers are scrambling to engage with these consumers as brick-and-mortar begins to lose out to online. But it is a fallacy to think that these consumers will
come back to brick-and-mortar if we dangle technology in front of them. QR codes are not going
to keep the consumer in your store. What we need, rather, is in-store engagement in ways that
cannot be synthesized online. I would much sooner engage with an exciting in-store display than
I would with a QR code.
—Michael Diliberto, general manager, China, Lynx Innovation
This discussion is excerpted from the Retail Environments Network discussion on LinkedIn.
Join us there to continue this discussion or start your own.