QR Codes: Interactive Consumer Engagement Tool

A Presentation by Scanova
April 2014

www.scanova.io

Table of Contents
Business Challenge: Understanding Consumers
Importance of Consumer Engagement

Consumer Engagement Methodologies

Importance of Mobile Access

New-Gen Technology: Quick Response (QR) Codes Scanova: An Interactive Campaign Management Tool

April 2014

| Copyright 2014 Scanova, a division of Trycon Technologies Confidential

Understanding Consumers
Importance of Consumer Engagement
With rapid advancement in access to information, it has become critical for businesses to attract, engage, and retain paying consumers
Importance of Consumer Engagement

Businesses are now required to adopt innovative marketing techniques to capture the attention of the ever busy consumer

Why engagement is necessary? Attract

To enhance overall experience as

consumers now:

Have access to alternative

options

In addition, they must engage the consumer with information and multimedia to help them relate to the brand

Have a low attention span

Engage

Need a differentiating factor

Need more information

Want to be included in the
Businesses must now also invest in retention activities such as loyalty incentives and exceptional service to maintain cash flows development process Retain

Expect a fair level of service

To identify paying customers from

the rest

April 2014

| Copyright 2014 Scanova, a division of Trycon Technologies Confidential

Understanding Consumers
Consumer Engagement Methodologies (1/2)
Businesses should invest in enhancing consumer experiences by engaging them with information, multimedia, incentives, and feedback
Enhancing Consumer Experience through Consumer Engagement Multimedia Engagement Feedback & Grievances

Access to Information

Incentives

Mobile/online
access to information such as:

Easy access to
product related multimedia such as:

Differentiation
through incentives such as:

Inclusion of
consumer in the development process through:

Guides Tech specs Product

benefits

Social media
connect

Contests and
events

Product photo
gallery

Discount
coupons

Reviews
April 2014

Promotional
videos
4

Reward points

Surveys Feedback Grievances

| Copyright 2014 Scanova, a division of Trycon Technologies Confidential

Understanding Consumers
Consumer Engagement Methodologies (2/2)
With increasing costs of promotions, businesses must also identify valuable consumers from their total reach of new and existing customers
Identifying Valuable Consumers through Engagement and Post-engagement Analytics Analytics

Businesses must now assess the impact of their marketing campaigns through analytics to identify valuable consumers from the total reach
Existing Customers

New Customers

Pre-launch Engagement

Keynotes, pre-launch product inquiries, social media connections Launch notification registrations, beta testing registrations

Frequency Tracking

Track the purchase behavior of your repeat customers

Waiting Lists

Promotion Impact Analysis

Understand the success of your promotions with existing customers Identify valuable customers through analysis of loyalty programs

Early-bird Discounts

Pre-launch discounts on registrations

Assessment through Loyalty Programs

April 2014

| Copyright 2014 Scanova, a division of Trycon Technologies Confidential

Understanding Consumers
Mobile Access in India
Consumers in India are increasingly using mobile phones to access internet, seek information, and connect socially
Mobile Internet boom in India

Mobile Internet Access

Out of the 164.8 million internet users in India, 143.3 million subscribers access internet using mobile devices, including mobile phones and tablets

87%
Access internet using mobile

Information Access

According to reports, over 40% of searches on Google originate from a mobile device

40%
Mobile-only Searches on Google

Social Media Access

According to reports, 30% of Facebook users in India are mobile-only internet users and 30% of new registrations are coming from mobile

30%
Mobile-only Facebook users

Source: TRAI; Avendus

April 2014 | Copyright 2014 Scanova, a division of Trycon Technologies Confidential

Understanding Consumers
Mobile Access in India: Consumer Experience
However, consumer experience through mobile engagement still has challenges in both dedicated mobile applications and mobile web pages
Consumer Experience while Engaging with Businesses using Smartphones Dedicated Mobile Applications Mobile Web Pages

Mobile-optimized viewing

Automatics updates from server Compatibility required for mobile browsers

only and not OS platforms

Drivers

Push notifications Easy in-app payments Customer information

Most businesses have a website, hence,

lower investment

Download by user required

Web-pages typically not optimized for

mobile viewing

Barriers

Regular updates required across all devices High cost of development Multiple applications for various platforms

Entry of URL required to access page Login information each time to make
payments, etc.

Push notifications not possible

April 2014

| Copyright 2014 Scanova, a division of Trycon Technologies Confidential

Table of Contents
Business Challenge: Understanding Consumers New-Gen Technology: Quick Response (QR) Codes
Introduction How it Works? Online and Offline Applications Types of QR Codes: Static and Dynamic Innovative Implementations

Scanova: An Interactive Campaign Management Tool

April 2014

| Copyright 2014 Scanova, a division of Trycon Technologies Confidential

New-Gen Technology: Quick Response (QR) Codes

Introduction
A Quick Response (QR) Code is a next-generation technology that can be leveraged for consumer engagement activities
Introduction to QR Codes

Overview
Developed by Denso Wave, a
subsidiary of Toyota Corporation of Japan, in 1994

Characteristics
Matrix or 2D barcode or an optically machine-readable label Can hold virtually any type of data Quick readability and higher storage space than conventional
barcodes

Initially used for inventory

management in automobile industry

Now extensively used in

marketing industry
April 2014 | Copyright 2014 Scanova, a division of Trycon Technologies Confidential

Possible to include colours and images in the design Dirt and damage resistant Readable from any direction
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New-Gen Technology: Quick Response (QR) Codes

How it Works?
Consumers can view information on their smartphones by simply scanning the QR code using a mobile application
How QR Codes Work?

1
April 2014

QR Codes are deployed on products and promotion material

Code is easily scanned using a smartphone application and info (e.g., URL) decoded
10

User can get information/ engage either directly or via mobile internet

| Copyright 2014 Scanova, a division of Trycon Technologies Confidential

New-Gen Technology: Quick Response (QR) Codes

Online Applications
Using QR Codes, consumers can be directed towards any online content such as product info pages, social media, photos, videos, and forms
Common Online Applications of QR Codes Product Information Users redirected online to detailed tech specs, features, guides, etc.

Advantages

Save cost on print

material (such as data sheets, user manuals, feedback forms) by putting content online

Social Media

Users redirected online to like Facebook page, follow Twitter page, etc.

Online Video

Users redirected online to view product video, short film, etc.

Target on-the-go users

to social media pages and online promotional material (such as photo galleries and videos)

User Registration

Users redirected online to register for notification, event, newsletter, offers, etc.

Avoid manual entry of

data from handwritten sheets to analytics platform (such as in the case of feedback/survey)

Feedback/ Survey
April 2014

Users redirected online to online form for feedback, suggestions, survey, etc.
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| Copyright 2014 Scanova, a division of Trycon Technologies Confidential

New-Gen Technology: Quick Response (QR) Codes

Offline Applications
In addition, QR Codes are also used for a number of offline applications such as VCards, encoded messages, coupon codes, pre-loaded SMSes, and number dialing
Common Offline Applications of QR Codes

VCards

Users can view and save VCards on their smartphones

Advantages

Highly convenient for

users as they save time and effort in typing contact information, SMSes, and phone numbers

Messages

Users will be able to read a decoded text message Users will get a coupon/discount code which they can save

Coupon Codes

Only users that scan will

be able to decode message or coupon code

Pre-loaded SMS

A pre-loaded SMS is generated with text message and receivers contact

Chances of user making

error while sending an SMS or dialing low

Dialling

The phone application is launched with the phone number pre-loaded

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April 2014

| Copyright 2014 Scanova, a division of Trycon Technologies Confidential

New-Gen Technology: Quick Response (QR) Codes

Types of QR Codes: Static and Dynamic
Dynamic QR Codes are commonly used in marketing campaigns as it is possible to edit the underlying information without the requirement to update the design of the code
Types of QR Codes: Static and Dynamic

Static QR Code Address of the target landing page stored in the code itself

Dynamic QR Code An intermediate URL (typically a short URL) stored in the code. The intermediate URL directs the user to the target landing page

Code generation - Free of cost Information once coded cannot

be altered Reprinting of material required with new code

Information (target landing page)

can be edited at any time without updating code design

No reprinting required

Code generation and data

management Typically available at subscription

April 2014

| Copyright 2014 Scanova, a division of Trycon Technologies Confidential

13

New-Gen Technology: Quick Response (QR) Codes

Innovative Implementations
Retailers in India such as Yebhi.com and HomeShop 18 have leveraged QR Codes to allow customers to place orders through virtual stores
Innovative Implementations of QR Codes

Opened virtual stores in CCDs in India to target offline customers Used QR Codes to provide product info and allow customers to make mobile
payments

Source: Medianama
April 2014 | Copyright 2014 Scanova, a division of Trycon Technologies Confidential

14

New-Gen Technology: Quick Response (QR) Codes

Innovative Implementations
Users who scan the code view detailed product information, make mobile payment, and purchase the product all using only their smartphones
Innovative Implementations of QR Codes

Opened a virtual store at the Delhi Airport (Terminal T3) Users could place orders by scanning code or over the phone at the call centre

Source: Medianama
April 2014 | Copyright 2014 Scanova, a division of Trycon Technologies Confidential

15

New-Gen Technology: Quick Response (QR) Codes

Innovative Implementations
Turquoise Cottage ran an innovative campaign using QR Codes The Buddy Stamp that resulted in significant increase of their sale and visibility
Innovative Implementations of QR Codes

Turquoise Cottage, a restro-bar in Gurgaon, ran an innovative QR code campaign to improve their drink
sales

The bar used a QR code design stamp instead of the traditional hand stamp The Buddy Stamp Customers who scanned the code were directed to different mobile websites depending on the hour

Source: Medianama
April 2014 | Copyright 2014 Scanova, a division of Trycon Technologies Confidential

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Table of Contents
Business Challenge: Understanding Consumers New-Gen Technology: Quick Response (QR) Codes Scanova: An Interactive Campaign Management Tool

April 2014

| Copyright 2014 Scanova, a division of Trycon Technologies Confidential

17

Scanova
Introduction
Scanova is an interactive campaign management tool that allows businesses to better engage with their customers through QR Code-based marketing campaigns
Introduction to Scanova An Interactive Campaign Management Tool Scanova is a powerful web application that allows businesses to design and manage effective QR Code-based campaigns Product Overview Using Scanova businesses will be able to:

Generate high-resolution static and dynamic QR Codes Easily create mobile-optimized landing pages (currently in
beta) in a few simple steps

Manage QR Code-based marketing campaigns Assess impact of marketing campaigns by viewing usage
analytics

For a free trial account, log on to http://www.scanova.io

April 2014 | Copyright 2014 Scanova, a division of Trycon Technologies Confidential

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For more information contact: Gautam Garg

gautam@scanova.io

Or log on to: http://www.scanova.io

Copyright 2014 by Scanova, a division of Trycon Technologies No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means electronic, mechanical, photocopying, recording, or otherwise without the permission of Scanova, a division of Trycon Technologies This document provides an outline of a presentation and is incomplete without the accompanying oral commentary and discussion. COMPANY CONFIDENTIAL