How does QR code marketing increase the scanning rate?

In the future, data will serve as a factor of production. With the widespread application of data, the era of intelligent business will surely come. Today, industries such as tobacco, alcohol, and fast-moving consumer goods are implementing and launching the one-item-one-code marketing function on a large scale, with more and more people getting gifts for scanning codes and verifying authenticity. Some people have begun to reflect on whether consumers will gradually lose interest in QR code marketing . As brand owners, how to increase and maintain a high scanning rate has become their focus.

In this article, we do not want to make a long theoretical discussion, nor do we deduce models. Mainly based on our analysis of more than 5,000 events, we found that some events can achieve a scanning rate that is 50% higher or even 100% higher than that of similar events. So what is the difference and how is it achieved?

1. Excellent event design

1. Phased activity strategy

A single form of interaction can easily cause user fatigue. It is necessary to design and coordinate phased activities based on the target user group. Generally, activities can be designed according to a timeline, keeping up with hot topics and carrying out continuous activities to gradually cultivate the scanning habits of the target user group.

Since 2017, Sichuan China Tobacco has formulated phased promotion plans for activities, and has launched a series of activities such as Wuliangchunxiang, New Year's Day and Spring Festival, Spring Breeze Ten Miles, May Day and Dragon Boat Festival, World Cup, Spring and Autumn National Day, and Centennial Sichuan Tobacco. It has also achieved seamless conversion of offline and online traffic through a series of methods such as point (Jiaozi Coin) drainage and public account drainage, and has initially formed the scanning mentality and scanning behavior of retailers and deep consumer users.

Now, the Kuanzhai series of scanning activities have developed from Sichuan to 20 provinces across the country, accumulating tens of millions of users. The scanning rate of the activities is at the leading level among peers, which is about 50% higher than the industry level.

2. Refinement of each link of code scanning

• Consumers found that:

If you want consumers to scan the code, you first need to let them know about the event. If there is a QR code but no corresponding publicity and promotion to the target group, then consumers will not be able to access the QR code. Therefore, choosing a matching promotional platform and conducting targeted promotions has become a prerequisite for consumers to scan the code.

• Consumer decision (willingness to participate):

Different products target different consumer groups, and the methods of interaction are also different: monetary incentives, game interactions, emotional gameplay, etc. Choosing which gameplay method to use is also a major design focus.

• Consumer Interaction:

Scan the code to see if it is easy to identify. The interactive interface: Is it easy to understand, easy to operate, and visually beautiful?

(Coding diagram)

• Consumer re-scanning guide:

Activities that increase stickiness, such as points, repeat purchase red envelopes (redeemable only after the next scan), etc. are all good choices.

Speaking of this, we have to mention Haocaitou. As a well-known domestic brand, Haocaitou is such a high-end player.

Whether it is from consumer discovery to consumer decision-making, to consumer interaction, and finally to consumer re-scanning guidance. Good Luck is well designed and executed with efficiency and meticulousness. These measures have achieved very good results. So far, the cumulative number of participants in Haocaitou’s activities has exceeded 10 million, and the scanning rate and repeat scanning rate are about 40% higher than the industry average.

2. Gradual Evolution of Prize Strategy

Activities and prizes are the support points for early interactions with users, so their strategies and evolutionary directions are crucial. We propose a three-stage prize strategy evolution approach.

Phase 1: Setting strategy

• The grand prize setting should be attractive and eye-catching enough

Since the start of the activity between a certain wine company and Camel Code, a number of grand prizes have been set up. In addition to cash red envelope rewards, there are also a series of huge rewards such as gold bars and gold pig pendants. The setting of the prizes has fully mobilized the enthusiasm of consumers to participate. It is not difficult to see from the recent scan volume that the current activity is still in full swing.

If you can have a chance to win prizes worth thousands of dollars just by scanning a QR code without any other actual costs, no one would refuse such temptation.

• The first time you win the red envelope, you will definitely win it: build trust.

New users will definitely win the first time, which builds trust and motivates users to scan the code continuously.

• Fixed-point and scheduled push: big prize push and regional dissemination.

A certain wine company once launched an activity called "Scan the code to get a golden pig". Once launched, the activity quickly caused a scanning craze within a specific time and area, with the growth rate of new users reaching as high as 65.09%. As the saying goes: one person wins the prize, and thousands of people "follow suit".

• Cumulative reward: customers who scan the QR code in depth will receive additional incentives.

As a reward to encourage consumers to continue scanning codes, cumulative prizes are essential, and this method can enhance user stickiness.

Phase 2: Smart Recommendation Prizes

1: Lucky draw interaction

2: Points redemption

By exchanging prizes through points as a carrier, we can retain deep users, thereby increasing user stickiness and improving user experience.

The third stage: “Thousands of people, thousands of awards”

Based on user behavior characteristics, such as gender, age, income, education, etc., different user groups receive different types of rewards, and targeted marketing is used to achieve "1,000 people, 1,000 rewards" to increase consumer collection rates and enhance user pleasure.

3. Multi-channel user attraction

Now we can see the form:

1. Incentive money form: Incentive money is distributed through online and offline touchpoints, i.e. red envelopes (redeemable only after scanning the QR code on the product);
2. Best-selling products with new products: coupons are issued between products to attract traffic, and can only be redeemed after scanning the code;
3. Cross-customer traffic: send red envelope coupons to each other, which can be redeemed after scanning the code.

In 2017, Qia Qia launched a confession package. Consumers can scan the code and record audio or text to generate a unique confession. Then, they just need to send TA a text message reminder. If a person obtains any of Qia Qia's love confession products, he or she can get an exclusive love confession from the prize card in the inner pocket of the product and has a 100% chance of winning a random grand prize. This move achieved both sales and communication, killing two birds with one stone.

The essence of the confession package is to use the interactive function of the external code to attract participants to the internal code activities, increase code scanning, and promote consumption. The scanning rate and final sales volume of this event were about 1 times higher than expected.

4. Extension of the utility of QR code entrance to consumers

From the consumer's perspective, superposition can support other extended functions for consumers or some consumers. For example: authenticity verification of high-value products, popularization of knowledge about healthy food, member online shopping mall, etc., so that consumers can enjoy other benefits besides scanning the code to participate in the lottery.

5. Efficient and meticulous continuous operation

1. Refined operations

After the event is designed, we need to continue to refine the operation. A closed loop is formed from planning, execution, monitoring, analysis and adjustment, which spirally increases the efficiency and effect of execution. Make every link and step solid and detailed.

2. Data Analysis

Daily and weekly activity reports, monthly and quarterly summaries, activity review and analysis, and special node analysis. Establish a strategy library of activity data, user data, and product data, and integrate them into a data analysis platform. These are the key points of activity operation and data analysis execution for a certain super large client. In the process of activity operation, the core of data analysis is:

• The first is to extract the core meaning from the numbers and turn them into effective data for reference in decision-making.
• Secondly, we can break away from people's experience and judgment, and propose numerical patterns from various related and opposing angles, thereby forming data reports to remind decision makers for reference.
• Finally, data can be gradually accumulated and evolved into the basic material for intelligent tools to support activity processes and decision-making. For example, BI and AI that we often talk about.

The above content is what we have learned today about how to improve the scanning rate. Of course, any marketing method requires some fundamental support, such as: an upward market trend, excellent products, and continuous marketing investment. We rely on these fundamentals, make good use of product QR codes, design high-quality activities, and operate continuously and meticulously. Ultimately, we will acquire more users and facilitate more transactions. That will be a natural and inevitable thing.

Author: Song Haijun

Source: Song Haijun