Merging offline communication with their online presence, UK retailers John Lewis and Waitrose have skilfully used QR codes to entice readers to shop for Christmas gifts using their mobile phone.
Running in metropolitan newspapers, the advertisement applies QR codes as a conduit that facilitates an easy Call to Action. The advertisement shows a range of Christmas presents on offer and explains, “scan this code with your smartphone to go to our mobile site”. Small print at the bottom of the page states ‘QR code readers can be downloaded online. Data charges may apply.’