But consider this: it’s actually on the increase in the US, and more US retailers are now adopting it than ever before. So what’s happening over there that isn’t happening here.
Armchair psychiatrists will point to the American willingness to accept marketing messages, a sort of gullibility that we, this side of the pond, are far too intelligent to consider. However the research doesn’t support this anglophile snobbism. It seems to suggest that the Americans are just using it better: perceived usefulness, ease of use and enjoyment positively effects peoples’ intent to adopt the QR code, while innovativeness has a negative effect.
In other words, make it simple, rewarding and fun, but not scary or pointless.
QR codes can potentially open a whole new dialogue between brands, retailers and customers: by avoiding it we’re looking a gifthorse in the mouth!
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