Smarter Product Sampling with QR Codes

The team at Openscreen recently had the opportunity to help power a business that’s nothing short of a revolution in product sampling and customer engagement.  Imagine a frictionless, contactless, retail experience where brands can provide a low-cost product trial experience, while gleaning invaluable first-party data from prospective customers.

Enter Dori, a Toronto-based company that is reinventing the contactless customer experience with Openscreen’s QR Code based product sampling solution.

More than Just a Vending Machine

We’ve all seen the traditional vending machine.  Rows upon rows of consumer products, from cans of coca-cola to high priced electronics.  Pick your product, enter your credit card, and carry on.   The Dori sampling experience is entirely different.  Although they do offer vending options, their sampling offering is unique and timely in today’s data-driven economy, which is placing more emphasis on contactless user experiences.

Simple Workflow, Powerful Results

At its core, the Dori experience is brilliantly simple. First, brands like Goodfood provide samples of their products in high traffic kiosk locations like this one in Toronto’s famous Distillery District.

Next, people who are interested in a free product sample simply scan a QR Code that is displayed on the outside of the physical kiosk to jumpstart their contactless experience.  And then, magic happens.

The customer is provided with a simple form, through which they provide some demographic information, and perhaps answer a question or two that would be helpful to the sampling brand.

Within seconds, the customer receives a secure, one-time QR Code voucher by SMS, which they can redeem for a sample of their choice from the machine. Using this modernized sampling approach, Goodfood gathered over 4,400 consenting contacts within 1 month at the Eaton Centre and Distillery District.

Dori = Data

Gone are the days where paid employees set up camp in a store or park and start tossing out samples to an anonymous hoard of people.  Return on investment in these campaigns is an impossible metric to measure, and often it’s difficult to control the disbursement of samples in these free-for-all environments.

With Dori’s QR Code based product sampling, there is a one-to-one ratio of sample to customer and both brand and consumer leave happy.  Customers get to sample a free product, and brands get invaluable first-party, consented data that can be used to better understand their market opportunities.

Openscreen and Dynamic Voucher QR Codes

Openscreen’s flexible API enables e-Commerce platforms like Dori to generate secure, dynamic QR Code vouchers directly from 3rd party sources.  In addition, Openscreen provides scan-to-form solutions that acquire and store first party contact data on behalf of the companies that use the company’s solutions. Given its extensive API and SDK library and ecosystem, Openscreen is uniquely positioned to enable your business to use QR Codes in a variety of frictionless e-Commerce use cases.  Talk to one of our experts today to learn how we can augment your business processes and platforms.

Direct Mail Magic with QR Codes

There’s a real estate boom happening where I live, and pretty much everywhere in North America right now. That means my mailbox gets filled with direct mail from realtors who want to sell me a new home or get me to list my home through their brokerage. We literally get dozens of these in a month, and I’m sure some of you do as well. For many, these postcards go directly into the recycle bin.  Others – like me – always take a glance at what’s moving and landing in the neighborhood. Maybe there’s a dream home out there that’s waiting to find us.

Direct Mail and Engagement

Direct Mail is a lot like that philosophical saying, “If a tree falls in the forest but no one is around to hear it, does it make a sound?”. What I mean by that is the following:  If a marketer can’t tell if someone has looked at their direct mail piece or not, did it really create engagement? This doesn’t just apply to real estate agents, of course. It cuts across the many industries using direct mail to engage with customers and prospects: banks, insurance companies, car dealerships and furniture stores – they are all using direct mail to sell high-value items to high-value customers. Most, if not all, have no idea how to measure the full engagement of their campaigns.

Friction & Engagement

Calls to action on direct mailers (an e-mail address, a website, or a phone number) can provide a simple way to measure engagement and response. Still, in a digital world full of clicks and swipes, it’s often too much friction for someone to take the time and make a call or send an email. Yes, we’re just that lazy these days. Moreover, unless the marketer specifically asks, there’s no way of telling if an e-mail or phone call came as a result of the direct mail.

The question then becomes, is there a frictionless way to engage direct mail recipients that can also be specifically attributed to the campaigns themselves?

Personalized Direct Mail and QR Codes

Personalized direct mail campaigns leverage pre-addressed pieces directed to customer or prospect households. For example, a real estate agent may use a data file containing 500 addresses in a given neighborhood, and mail out individual postcards to the respective “homeowners” residing at these addresses.

By including a unique, personalized QR Code on each postcard – that might for example, allow a signup to a newsletter for exclusive information – the agent can implement frictionless response that implicitly ties back to that specific address and direct mail piece. When a homeowner scans the QR Code on the postcard, the realtor will know exactly which house the scan is from, and when the homeowner submits an e-mail address and name, that data would append immediately to the contact address data held by the agent.

Openscreen and Personalized QR Codes

Openscreen’s flexible API enables marketers and direct mail print systems to store contact address information, and in turn, generate unique scannable QR Codes tied to each. Marketers can generate batch files of QR Codes to bring to their print company, or printing presses can directly integrate to Openscreen to enable this functionality as a value-add for their customers.

Online advertisers like Google and Facebook may have disrupted the advertising landscape by moving measurable and frictionless ads to the online digital world, but by leveraging contactless technologies like QR Codes, physical advertising can implement a similar magic.

Market Scans - Industry Insights by Openscreen

Latest and Greatest

Blog Posts