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On-pack QR codes
#fail
August, 2013

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Contents
Sainsbury’s baking
Greens' baking

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Sainsbury’s has added QR codes to own label
œ QR code invites users to discover recipe
ideas
œ But
˜ call-to-action is not powerful
˜ destination site is not optimised for
mobile; it takes forever to load and
then doesn’t actually work (PTO)
Ù www.sainsburysrecipes.co.uk
œ The content on the site, when viewed on
a desktop PC – i.e. not the device that
was used to do the scanning – is
however good
˜ This is easy to fix and without doing
so makes the whole campaign a
waste

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Content is good but won’t load on mobile
Putting a QR code on the packaging is easy, but delivers a poor user experience

5. Copyright Incentivated Limited 2013
Contents
Sainsbury’s baking
Greens' baking

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Another baking example: Greens
Wonderful, attention-grabbing call-to-action (case study in how to do it!)

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Great content, but not optimised for mobile
(And they were doing so well ...)

8. Copyright Incentivated Limited 2013 www.incentivated.com
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