Melbourne Central will become one of the first shopping centres in Australia to introduce quick response codes (QR codes) this month as it moves to gain a competitive edge.
Melbourne Central owner, the GPT Group, has revealed the QR codes will first be implemented on level 2 of the shopping precinct, dubbed The Corner, with retailers including Nike, Converse and Glue Store the first to adopt the technology.
QR codes, a technology which is relatively new in Australia, aims to engage consumers in an immediate and interactive way using 2D barcodes that can be scanned by camera-enabled smartphones.
The QR codes at Melbourne Central will provide consumers with immediate information on products, promotions and discounts, offering instant rewards that they can then redeem in bricks-and-mortar stores at Melbourne Central.
The new technology, which is positioned as part of the centre’s broader marketing campaign which focuses on enhancing Melbourne Central’s digital platform, will also be promoted throughout the centre via a “hero creative” – a 28 metre hoarding, positioned at the Knox Lane entrance to the complex.
Melbourne Central general manager Justin Shannon said the QR code program will provide consumers with increased content delivery by providing an instantaneous solution to their needs and social media connections.
“QR codes will enhance our consumers shopping experience, ensuring they have immediate access to information which is relevant and meets their needs,” he said.
“The technology will enable information on shopping centre activity such as discounts and specials to be in the palm of the consumers hand immediately. It will change the way consumers travel through the centre, raising the bar of the shopping experience at Melbourne Central.”