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June 6, 2011
 

Diesel allows you to do in-Retail "likes" via QR Codes. (via @creativitymag)

"Diesel is bringing Facebook's 'Like' button into its retail environment so that customers can 'like' any item they see on the shelves. All they need to do is go into the store, scan the QR code displayed next to the item with their smartphone, and be taken directly to a product page where they can 'like' the item (and see other related outfits). The item, and the fact they are shopping at Diesel, is automatically displayed on their Facebook wall."

 

Comments (2)

Jun 06, 2011
contentAI said...
It will be interesting to see if this succeeds or falls flat on it's face.

This appears to be a very low-value proposition for the End User who are donating their time and attention. Plus, the Customer is right there, in-store, but what does the mobile experience do? It takes them "out" of the real world and ports them over to the digital/social realm...i.e. it removes the customer's attention from the immediate in-store experience. It doesn't close the loop and return the customer back to the real world with added ammunition to make a sale.

The Brand derives ancillary advertising value. Facebook derives more personal data value. What does the End user derive?

It may be possible to achieve some balance of delivering tangible, immediate real-world value as well as the social media kick? But, this initial effort seems far too one-sided. A "Like" button on a site takes a fraction of a second to click. A QR code, leading to a "Like" takes at least :20-:30 seconds, maybe more. I'd say this kind of low-value QR experience will alienate more than attract. Will Facebook "Likes" be what drive people to QR codes? I'm not drinking the Kool Aid.

Jun 06, 2011
glenlawson said...
Seems like a great way to bring the online world into the physical world, and a perfect marring of both technologies. I expect that we'll see more and more retailers adopting a similar approach.

@contentAl, I would expect the value for the consumer would be:
a) purely egocentric, essentially showing off to their friends
b) peer review and feedback.

Social media is increasingly being used for group validation of an idea or product. I think would be certainly true of a younger audience.

Thanks for posting it Richard.

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