QR codes: Are they a must-have marketing tool or just another piece of clutter customers ignore?
INSTORE’s November Brain Squad survey asked jewelers whether they use QR codes in their stores — and the industry is pretty evenly split. Exactly 49% said yes, 51% said no.
Amongst retailers who use them, the applications vary widely. Some jewelers deploy QR codes strategically across multiple touchpoints, while others use them for a single specific purpose.
Sherrie Schilling-Devaney of Sherrie’s Jewelry Box in Tigard, OR, uses them to capture reviews in real time: “[We have codes] on the counter, and on the back of our business cards. We ask for a review and often they will scan [the code] and leave a review on the spot … and we give them a business card so they can scan and shop from home in their PJs.”
A Chicago-area retailer uses them widely — on his outside windows, plus business cards with personalized landing pages, as well as extensively in print marketing.
Dorothy Vodicka of The Gem Collection in Tallahassee, FL, has put them to work for hiring: “‘Help wanted’ counter signs – the QR code directs them to the employment link on our website.”
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Karen Hollis of K. Hollis Jewelers in Batavia has found they work well for event management: “We use QR codes to sign up for events at our store. It is an easy way to gather information on what’s happening in our store. Not everyone does QR codes, especially the older ladies, so we make a poster and post it on the door and hand out save-the-day cards.”
But not everyone is convinced of their effectiveness. One Canadian retailer notes that he uses the codes on his service counter and business cards, but adds: “Frankly, they really don’t get that much traffic. People are QR-bombarded.”
A store owner based in Stillwater, MN admits to execution challenges: “We have a pretty sign on the counter that has a QR code for Google, FB, website and IG. No one looks at it and we never remember to point it out.”
Among the 51% who don’t use QR codes, reasons vary from philosophical to practical.
One Massachusetts jeweler tried them years ago: “We have used QR codes in the past (when they were new) on some in-store signs and direct mail pieces. It was a long time ago and maybe it was not the right time for that technology. It was not a successful use back then. We will probably try using QR codes again as when we last tried it was over a decade ago and the technology is more mainstream now.”
An industry veteran, based in upstate New York, with over 40 years in business was refreshingly honest: “Never heard of QR codes. I’ve been in business over 40 years! I need to open my eyes to new ideas.”
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A Texas Brain Squad member simply isn’t interested: “Not sure how to use them and not really interested in it on top of that.”
The verdict? QR codes remain a niche tool in jewelry retail — useful for an increasing number of applications, but ignored by many customers, and still untried by many retailers.
