The Collective, a premium apparel brand in India, jumped the bandwagon of adding a QR Code in their newspaper advertisement like many other brands. This was for their Luxe Denim Studio range. The team at Scanova decided to check if they had followed any of the QR Code best practices. While the QR Code turned out to be Ok, we were not impressed with the landing page.
1. Relevant call-to-action
“Find the perfect pair that’s styled just for you! Scan the QR code or visit LuxeDenim Studio on www.thecollective.in”
The brand did well to add a relevant call-to-action to attract the readers to scan the QR Code. The reader had a clear idea of what to expect once the QR Code was scanned. For those unfamiliar with the QR Code were given the option of typing the website URL – inconvenient but useful information.
2. Designer QR Code could have been used
Although a black-and-white QR Code works equally well, the brand could have used a designer QR Code to spice up things. We took the trouble of creating a sample designer QR Code for the brand.
Image Source: www.thecollective.in
3. Trackable QR Code used
The advertiser did well to use a trackable used. This will give the marketer the option of analyzing the impact of the campaign by tracking the number of scans by time, location, and device.
4. Blank ‘Enter’ landing page
When the QR Code is scanned, the reader is directed to a blank page that just has the word ‘Enter’. This was surprising as to why the marketer would want to increase the number of clicks of the reader.
5. Mobile website not impressive
On clicking ‘Enter’, the reader is redirected to the mobile website of the The Collective. However, the website is not entirely optimized for mobile and is also not easy to navigate. On the iPhone, the text was difficult to read and the images were distorted.
Evaluation Score: 2/5
