Retail Trends: QR Codes Retail trends come and go, but the recent collision of a still-struggling economy and proliferation of mobile apps lays the groundwork for Moms to explore new high-tech ways to save money for their families. In the first installment of our series on Mom Retail Trends, we look at Moms’ attitudes toward Quick Response (QR) Codes. From our recent survey of 1,000 Moms, we’ve highlighted the Top 5 insights emerging about Moms and their embracing of QR codes.!

56%

39% 36% 14%

Moms Seek QR Code Access Via Smartphones!

Of the moms who own Smartphones (over 64%), 56% say they have downloaded a QR reader to their phone and 87% saying they have activated a QR code via their phone.!

1!

Moms Want QR Codes to Serve Up Deals & Discounts!

For 92% of Moms, discounts and coupons provide the chief reason to activate a QR code, and 75% of Moms activate one looking for special offers. In an economy still waiting for recovery, Moms continue to seek out new avenues to streamline household costs.!

2! Savings

Discounts Promo

Codes

92%

Moms Activate Offline QR Codes!

The majority of Moms activate codes via magazines (73%), in-store retail promotions (65%), on products (61%), direct mail pieces (30%), and business cards (22%). Thus, despite Moms’ rapid embrace of social media and online sources, they access information related to QR codes from decidedly offline outlets. !

3!

© Mom Central Consulting, Inc. 2012

Retail Trends: QR Codes Moms Need Clearer Reasons to Activate QR codes!

Nearly 60% of Moms have activated a code without knowing exactly what it would offer, and 36% did so out of curiosity. However, 92% of Moms say they remain more likely to use a code if they know where it will take them or what it will offer. Despite their recent entrance into the Mom space, most Moms seem willing to give QR codes a chance. !

Intrigue But Lack of Regular Use!

Over 50% of Moms find QR codes interesting – they love to discover what they offer – and more than 40% say QR codes remain a useful way to get product information. Yet 18% of Moms believe QR codes are a waste of time and don’t offer anything useful, and 28% view them as a marketing ploy.

4!

5!

92% Of Moms want the QR code details- tell me where, when and what offer!!

36%

Curiosity Driven {

60%

} Activated Blindly

© Mom Central Consulting, Inc. 2012

50% Interesting 40% Useful

Moms believe

QR codes are:! Marketing Ploys 28%

18% Waste of Time

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