Well, when a magazine like The Grocer– whose purpose is discussing the latest retail news including new technologies- announces the ”potential end of QR codes” then maybe they have a point. What made them state this is the new image recognition application brought by Cadbury and developed by Blippar, allowing Cadbury’s afficionados scan a chocolate bar (so not a code) and start playing a game. Once the free blippar app is downloaded, consumers need to open it, hold the phone in the ”blipp” mode (select the ‘b’ to start the camera), fill the camera screen with the product then just wait…to smack the ducks that will appear on top of the chocolate bar quacking. If you smack the right ones and score high, you can submit your points and be in for a prize draw.
I refrain from saying that the blippar app is tremendously different from QR codes in terms of scanning process, yet there is an obvious dissimilarity between the two. You don’t have to try scanning a small square dotted image on an already small product but the product itself. Second of all, a QR code might sound quite geeky to some of the consumers while a product, a logo, an image is something anyone can relate to. You’re not asked to scan a code, you’re asked to scan something that has a certain significance to you and this, on my mind, it has a stronger psychological impact and it’s a stronger call- to- action.
Then the scanning of the product is accompanied by a reward: besides the fun of playing the game I also get the chance of winning a prize- which gives me, as a consumer, an extra- encouragement to give the Cadbury game a try.
Will this app (and similar ones) be the end of QR codes? I’m not sure if this app in particular but most likely the concept behind it. If I were to choose between scanning a squared code or a product, I would choose the latter.
If digital signage comes into play and you wish to redirect viewers (that are on your premises long enough for scanning something) from the screen (in your restaurant, store, reception area, waiting room etc) to a website or other type of online content (video, registration form, Facebook page etc.) then, arguably, having them scan a logo, image, product displayed on the screen– is simpler than scanning a code. Easier-to-use apps mean more people interacting with the screen giving way to a stronger brand engagement and augmented customer experience.
P.S. Photos to come in the next few days. In the meantime enjoy the video!