QR Codes - A Free and Easy Way for Customers to "Tag" Inventory Online and on the Lot.

I was recently introduced to the concept of QR Codes by one of our longtime customers. They had an idea to put QR Code Stickers on all of their RVs and on the printable spec sheets generated from the website and even on individual web pages for every unit; effectively linking anyone who scanned the code with a smart phone to the web page and additional information for that RV.  Cool idea.  Curious about this technology I spent an afternoon reading up on it and trying to understand a few things:

1. How would our customers use QR Codes in the real world?
2. What would it take to implement QR Codes for Low/No Cost?
3. What is the benefit our customers might realize from this technology?

So What Exactly is a QR Code?

QR stands for "Quick Response" and was invented by the Japanese company Denso-Wave (a subsidiary of Toyata in 1994 for parts tracking: More Info: ttp://en.wikipedia.org/wiki/QR_Code

Beginning life as a way for auto  manufacturers to track parts QR Codes are little 2 Dimensional bar-codes that can contain a lot more information than a simple 1 D bar-code like you might find in your local grocery store or even on the shelves of your own parts and accessories department.  You can almost think of it like being able to store "meta data" on a single bar code which means they can be used to store many types of data including; contact information, urls, emails even text messages.  

Since then it has expanded, being adopted by marketers as a way to take traditional outdoor, print and direct mail advertising and "connecting" it to the web through mobile devices.  Popular in Japan for years, this technology (and it's uses) are only now catching on in ths US as marketers see it as a way to establish web banner advertising style "click through rates" in other forms of marketing.

There's an App for That!  Do Your Customers Know?

For QR Codes to work...they need to be read by something.  While bar code scanners can read these codes, most normal people aren't exactly walking around with Symbol Bar Code Scanners every day.  Fortunately there are plenty of free and inexpensive QR Readers available for iPhone, Android and Blackberry phones.  All you need to do is install the app and take a picture of the code and the app does the rest; linking through to a web page and conveniently storing the contact info and "bookmarking" the link for later recall.

Terrific right?  Yes, but remember that your customer represents the other half of this technology and they need three things for QR Codes to work in your dealership:

1. Your customer must have a smart phone (iPhone, Android, Blackberry, etc)
2. They also need to have already installed a QR App or have access to install one your recommend right then and there (WiFi in your showroom?)
3. Finally, they need to know what do do when the see a QR Code

While we're not completely confident that a lot of RV, Power Sport and Boat buyers are going to arrive on your lot with their QR Scanners in hand...the trend is that QR Codes are growing in usage driven primarily by larger advertisers using them in campaigns.  We believe that as these symbols become more commonplace and recognized by consumers that dealers will be able to benefit from them as well. 

Here is a short overview video on how QR Codes are being used in both outdoor and print ads:

How Can Dealerships Leverage QR Codes?

There are a number of ways dealership can benefit from QR Codes.  Here are a few working example already in use by marketers today:

Web Page Visit a web page without typing in the URL.	Contact Information Import someone's business card or personal information. Direct import into the iPhone address book.
App Store App Grab an app from the Apple App Store.	Phone Number Dial a telephone number directly from data embedded within a code.
Text Capture some text - such as a note, directions, reminder or important message.	More Text QR codes can contain thousands of characters of text.
SMS - Text Message Compose a text message to a given phone number or short code. Fill in the body of the message.	Email Address Codes can contain multiple email addresses, subject lines and a message body.

While the possibilities and combination are endless here are just a few ideas specific to dealerships we've spit balled while talking about this technology:

• Window Stickers.  Print the QR Code right on the window sicker.  Make it large and put it in the window of units on the lot of at a show.  (Fortunately we figured out how this is really easy to do by implementing it right into your website using free code from Google)
• Dealership Stickers.  Rather than link to specific units, add a QR Code to the sticker you put on the units you've sold from the dealership.  Then as that unit moves around and it's owners interact with other potential customers, your website is a scan away.
• Business Cards.  add it to your salesperson's cards.  Include a vCard and a link to their personal profile page on your website.
• Flyers & Direct Mail.  If you're going to send out a sale flyer or advertise using Direct Mail, include a unique QR Code for each unit in your ad.  This quickly links the customer from your mailer or flyer to more information about that unit on your site.  Convienant for the consumer and you can track response rates on ads.
• Print Ads.  Just like Flyers see if you can run QR Codes in your magazine and classified advertising.
• Deals, Coupons and Discounts.  Everyone wants a deal these days.  Use that to your advantage by offering a discount or coupon code by asking a customer to scan a QR code.  Simple, easy, track able and everybody wins.

Good News: It's Free and Really Easy to Implement QR Codes

As it turns out; creating these QR Codes is quite simple.  You don't even need a special printer or any specific software.  You can generate one off QR Codes for URLs, vCards and more using one of many FREE online websites (such as TapReader) that allow you to enter in the information you want to put in the code and with the click of a button it returns the image you need to print out.  Simple easy, fun...but manual.



So generating a few QR Codes is simple but can be pretty time consuming.  What if you want to generate window stickers for all 127 units sitting on your lot right now?  Again, it turns out that's simple, FREE, easy and thanks to this handy API from Google combined with the MyRVAdvantage Inventory Module - AUTOMAGIC.



By adding one line of code to our Inventory View Template we can generate a unique QR Code that links back to that specific URL for that specific unit.  It's completely automatic and can also be added to the printable flyer feature and used as a print out for customer or even as a window sticker.  You can see a working demo by scanning the QR Code at the top of this post (or if you just want to see one on our demo site click here)

What are the Major Benefits?

As we mentioned before, we don't think adding QR Codes all over your website, store and on every unit will result in thousands of customers scanning everything in sight, but we do think there are some benefits to implementing a well though out, smart QR Code strategy:

• You'll Look Hip.  OK, not the most practical reason, but showing consumers who DO know what QR Codes that you're clued into them demonstrates that your dealership is up to date with technology and marketing.  That's a good thing.
• Tracking, tracking and more tracking.  If you can begin to incorporate QR Codes into print materials, ads, business cards etc you can finally being to measure response rates on traditional media ads like you can online.  The ROI on that classified book you've been using as compared to your yellow pages coupons become obvious saving you money on under-performing ads and focusing your marketing on the winners.
• The unit becomes the inventory cheat sheet.  Arming your salespeople with a free QR Reader and QR Printed Windwo Stickers can give them on the lot access to data they would normally have to look up online or on paper, reducing the demo cycles and making your sales team look pretty darn smart.
• Inventory Controls.  Adding a code that identifies one unit from another is always a good idea, especially if you can incorporate it into other systems within your dealership.  Remember, these codes can be read by "normal" bar code scanners as well.

Like any system or marketing effort, QR Codes are not a magic bullet and the effort and time required to incorporate a QR Code into every campaign is hard to justify or ROI today.  But as more consumers become QR Code aware, establishing these practices now might give you a leg up on your competition.