ScanLife shows a 40% growth rate in scanning, comparing Q3 2013 to the same time period last year. This rate of growth is far greater than anyone was expecting. ScanLife alone handled 24 million scans in that period. These are stunning numbers.
Even more interestingly, the second most common reason for scans was to get more product information. This is a powerful argument for using QR codes in your print catalogs. It positions print catalogs as a primary driver of web traffic — even for B2B.
Peter Sheldon of Forrester calls it the "brick-and-mortar renaissance". He blogs that "Retailers are investing in the vision of 'Buy Anywhere, Fulfill Anywhere.' The new digitally connected store allows them to offer up an endless assortment of products far beyond the capacity of the store shelves."
Mark Grondin, SVP of Marketing at Shopatron expands on this. He writes "customers in many retail locations can expect a hybrid shopping experience that couples the convenience and versatility of eCommerce shopping with the hands-on, instant gratification of shopping at a brick-and-mortar store. In this new world, eCommerce hasn’t replaced brick-and-mortar at all. It’s made it even better."
Marketers — here is a new tool in your arsenal. We are calling it a "Real-Time Catalog Action Report". On a per publication basis, you can see how many downloads, how many scans & clicks, and which products received the most attention.
You will look at print catalogs in a new light. It completely changes their value proposition.