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Starbucks Uses QR Codes to Promote Mobile Payment App and Educate Coffee Drinkers
Starbucks is embarking on a Quick Response code program that is designed to highlight the coffee brand’s new mobile app and to let customers learn more about its coffee.
Starbucks has started posting the codes, which were created by Scanbuy, in different shop locations. These two-dimensional barcodes can also be seen in billboards and in magazine and newspaper ads.
The coffee shop’s QR code advertisements serve a double purpose. First, they promote Starbucks’ mobile payment app, and, second, they give consumers additional information regarding the coffee that Starbucks sells, like the Caffe Verona. This informational material about coffee often comes in video form.
According to Scanbuy CEO and president Mike Wehrs, one QR code might lead scanners to a sample of music that originated from the region where the coffee beans were picked. Or it might lead scanners to a page containing some coffee experts’ description about what makes a particular type of coffee unique or special.
Wehrs says that this kind of campaign gives consumers the ability to interact with the brand. Through the use of QR codes and some advanced technology, he adds, Starbucks is giving customers an evolved shopping experience
If you recall, this is not the first time Starbucks has used QR codes as part of its marketing. It has employed Quick Response codes in a scavenger hunt that it held in partnership with Lady Gaga earlier this year.
As for Scanbuy, it is the firm behind the QR code campaigns of brands like Taco Bell and The Home Depot.
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I’ve been impressed with Starbuck’s initiatives in this area. In the UK they’re one of the first retailers to roll out NFC touch payments in every store.