QR Codes: Uses, Scanning and Tracking data

In the past few years, two-dimensional bar codes  including QR codes, have become commonplace. Businesses have embraced them as an easy way to provide information, including links to websites, videos, and contact information, to customers. Users can easily capture QR codes with a camera-equipped smartphone and a low-cost or free code-reader app. They are popping up everywhere, black and white squares that look like pieces of computer-generated art. Huge ones appear on billboards in New York City’s Times Square. Smaller ones show up in magazines and on movie posters and websites. Nationwide retailers feature them in their stores and catalogs.

They are QR (Quick Response) codes, and anyone with a camera equipped smartphone can ‘‘read’’ them. They can open a web page or video, start an e-mail or text message, or display a photo or piece of text. In addition to their good looks, they offer a new, simple, and inexpensive way to deliver information.

USES OF QR CODES

Retailers are finding multiple uses for the codes. Some movie posters now include codes that link to the movie trailer. The large cosmetics chain, Sephora, is using them to link to instructional videos about products, both in stores and in catalogs. Macy’s Backstage Pass campaign uses the codes to link to videos featuring star designers. Best Buy added them to its product Information tags in stores; they link to the product-detail page of the store’s mobile site. In April 2011, more than 12 million Honey Bunches of Oats cereal boxes offered QR codes linking to an eight-episode original comedy series set in a Honey Bunches of Oats factory.(1)

Not-for-profit organizations are also discovering ways that QR codes can help them connect with their communities. Public parks and historic sites are using them to link visitors to web pages and videos that provide more information about the sites. Museums are finding many uses for them, linking to exhibit-related podcasts and videos as well as to fundraising sites. Recently, to an example where technology meets tradition, in the city of Rio De Janeiro (Brazil) QR codes are being embedded to the black and white mosaic sidewalks that are hallmarks of the city.(2)

                      

SCANNING QR CODES

Two things are needed to take advantage of QR codes: a smartphone equipped with a camera and a QR code reader app. The user launches the app, points the smartphone’s camera at a QR code, and presses the camera button. The code can even be read upside down or sideways. The QR code reader scans and deciphers the code. Based on the content of the code, the reader will launch the appropriate application (e.g., web browser, video player, e-mail app, text-messaging app). Users do not have to be online to scan a QR code. Many new smartphones come with preinstalled QR code readers.

TRACKING USE

Business people or institutions are always looking for ways to generate statistics. Most free QR code generators do not supply usage statistics. One possible workaround for instances when a QR code is directing users to a website is to use a URL shortener, such as bit.ly <http://bit.ly>. With a free bit.ly account, we can monitor clicks on a particular link over time. This solution will not work for QR codes directing users to e-mail addresses, phone numbers, or plain text.

References: 

(1) ‘‘Honey Bunches of Oats Sitcom Debuts on Mobile TV App.’’ Progressive Grocer.

Available: <http://www.progressivegrocer.com/products/supplier-news/id830/

honey-bunches-of-oats-sitcom-debuts-on-mobile-tv-app/>. Accessed: Sept 14,

2013.

 (2)‘Sidewalk Bar Codes To Educate Tourists.” Civil Engineering(08857024) 83.3(2013):31. Academic Search Premier. Web. 14 Sept. 2013.