US: Price Chopper, Dole Salad Club's mobile effort tests #QR codes

"The QR code is the hero, but for the mobile experience to be accessible by everyone, we had to incorporate a short code," says CarrieAnn Arias, senior manager of shopper marketing at Dole Fresh Vegetables. "Most phones are Web-enabled, but not everyone has a smartphone. [To use a QR code] a consumer has to be able to download an app and have a reader." The postcards went to individuals within Price Chopper's database who had demonstrated affinity for pre-made salads. Respondents who enrolled in the Dole Salad Mobile Club received a discount coupon and holiday recipes, and were entered to win a $500 Price Chopper gift card. Separate QR codes were used in online banner ads and on a Facebook page. Read More