QR codes, which stand for 'Quick Response', work as two dimensional barcodes (datamatrix) designed to have their contents decoded at a high speed – essentially allowing customers to scan the barcodes with their mobile phones for instant access to a web experience.
Sportsgirl is the first fashion brand in the country to test the waters with this new technology and has so far developed just two QR codes, with one code already in use as part of its 'Join Us' campaign, which will launch nationally at the time of press. The second QR code will activate in line with the next 'Sportsgirl likes' designer collaboration, to be announced later this month, with the exclusive code to be printed on product swing tags.
In a Ragtrader exclusive, Sportsgirl revealed it was the right time to invest in QR code technology to enhance its in-store experience and competitive edge. The platform has been designed to be fast, easy to use and allow consumers to download the brand experience on their phone.
The QR codes will be available for pick-up across all 110 Sportsgirl stores nationally, and will also allow customers to click-through to the online shop, sign up to the brand newsletter, and share the QR code experience via Facebook and Twitter. Marketing around the QR codes will be contained to in-store signange and advertising across online and social media networks, and the company is also recommending that customers use the ’i-nigma’ QR App for best results.
The company said education about how to use QR codes effectively was the main focus and concern for the moment. For Sportsgirl, the launch of QR codes also marked the next step in maintaining the brand's track record of innovation.
In 2007, the brand teamed with independant digital agency Citrus to launch its online e-commerce platform, and in July last year the two reunited to create the first Australian fashion retail mobile shopping platform/application.
The Sportsgirl.com.au mobile platform, created to captitalise on the brand's 'digitally savvy' target market, also enabled the brand to gain valuable insights into their customers’ mobile shopping behaviour and identify opportunities via the mobile sales channel.
At the time of launch Sportsgirl’s strategic brand manager Prue Thomas said: “Our target market is way ahead of the curve when it comes their mobile. Sportsgirl customers want to be able to shop anywhere, everywhere, at anytime, and this is the first step in our mobile marketing strategy.”
Sportsgirl declined to detail whether the launch of QR codes signal bigger changes in store for the brand, but confirmed developments were in the pipeline.
Daniela Aroche