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Express drives app downloads, social media via QR codes

The mobile bar codes are being placed in store windows in New York. The QR codes lead users to a mobile landing page to learn more about the retailer’s mobile services.

“By placing a QR code on a store window with a call-to-action, brands can inform consumers passing by with the opportunity to learn more about what is in the store, access relevant content such as product promotions or make a connection through social media all with one scan,” said David Javitch, vice president of marketing at Scanbuy, New York.

“In order to deliver an effective, optimal user experience, the retailer should ensure the code displayed is a size that will fit into the viewfinder of the user’s camera and that the content delivered is mobile optimized,” he said.

Mr. Javitch is not affiliated with Express. He commented based on his expertise on the subject. Express did not respond to press enquiries.

Express is a retailer that specializes in contemporary clothes for men and women.

Mobile download
The QR code decals are being placed on the windows of the store with a call to action above that reads, “Download the app.”

Users who scan the QR code are taken to a mobile-optimized page that shows a look from the retailer’s current collection.

Here is the optimized page that users are taken to after scanning the QR code

Consumers who tap on the picture are taken to Express’ Facebook page to view pictures from a recent event in Nashville that the retailer participated in. Users can also “like” the Express page.

Below the picture is a mobile call-to-action with links to Express’ app for iPhone, Android and BlackBerry devices.

Once users tap on the links, they are taken directly to the device’s app store where they can download the Express mobile app.

Here is a picture of the Express QR codes on the outside of the store

Consumers who download the Express app can shop the collection, view style tips and receive geotargeted deals.

The retailer’s emphasis on social media is also clear from the app, which heavily promotes links to Express’ Facebook and Twitter accounts.

Scanned clothes
Using QR codes with an in-store experience can be a great way for a retailer to bolster digital content. However, it can also be tricky to find ways to target consumers who are not familiar with mobile bar codes.

Express’ mobile bar codes are effective because they have a clear call-to-action that lets users know that the QR code will lead them to download an app.

The tie in with social media is also a great way for the retailer to bolster its digital products, and with consumers using their mobile devices to access social media, it makes sense.

According to recent data from Flurry Analytics, the increased social media use from mobile is due to consumers spending more time in apps, showing how the Express campaign follows users’ habits (see story).

“Retailers can encourage consumers to download their apps in a matter of seconds, and social media is a large component of what occurs after a scan,” Mr. Javitch said.

“One activation can be amplified to many by sharing deals, information, and more within a network,” he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York