Trends Report

How Extended Packaging Will Redefine Relationships Among Brands, Retailers, And Customers

A European Perspective On Mobile Bar Codes

March 4th, 2013
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
With contributors:
Carlton Doty , Andia Vokshi

Summary

You've seen them everywhere: in the corners of print ads, across billboards, on buses, or in pieces of direct mail — those small blocks of even smaller squares. Marketers are increasingly using 2D bar codes, and consumers' awareness is growing. Beyond enhancing traditional ad support, 2D bar codes are also appearing on product packaging. They complement ubiquitous 1D bar codes, shipping on packaged and manufactured products and automated at retail checkout systems. Despite the hype, mobile consumer usage of these different bar codes is still limited. Product strategists and marketers are wondering how and when to move beyond experimentation and how to scale the use of bar codes in product packaging to create enhanced experiences and digitize consumer relationships. This report will analyze key consumer and business trends affecting the evolution of mobile bar codes on product packaging and will provide guidelines on how to scale such early initiatives.

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