Melbourne Central introduces new technology set to enhance consumer shopping experience

Campaign Brief 197.pngMelbourne Central is set to introduce Quick Response Codes (QR Codes). 

The new technology, which will be implemented this month and embraced by retailers located in the CBD's newest shopping precinct The Corner, is set to enhance the traditional shopping experience and provide Melbourne Central consumers with increased content delivery by providing an instantaneous solution to consumer needs and social media connections.
Campaign Brief 201.pngMelbourne Central retailers including Nike, Converse and Glue will be the first to adopt the technology.  The QR Codes will be promoted throughout the centre, with the hero creative, a 28 metre hoarding, positioned at the Knox Lane entrance to the complex.
 
QR Codes is technology relatively new in Australia and aims to engage consumers in an immediate and interactive way using 2D barcodes that can be scanned by a camera-enabled smartphone.  QR Codes at Melbourne Central provide consumers with immediate information on products, promotions and discounts,  offering instant rewards that they can redeem in bricks and mortar stores at Melbourne Central. 
 
Campaign Brief 199.pngSays Justin Shannon, general manager, Melbourne Central: "QR Codes will enhance our consumers shopping experience, ensuring they have immediate access to information which is relevant and meets their needs.  The technology will enable information on shopping centre activity such as discounts and specials to be in the palm of the consumers hand immediately. It will change the way consumers travel through the centre, raising the bar of the shopping experience at Melbourne Central." 
 
Campaign Brief 198.pngDavid Dullens from Melbourne Central retailer Converse, said: "QR Codes are a savvy way of communicating immediately with our consumers who are in the Melbourne Central complex however not necessarily in a physical store.  This technology has proven to be successful overseas and we're looking forward to embracing this in the Converse Melbourne Central store."  
 
Melbourne Central is a front runner with first-to-the-market consumer friendly initiatives which encourage interactive experiences, with the QR Codes program positioned as part of the centre's broader marketing campaign which focuses on enhancing Melbourne Central's digital platform. 

7 Comments

Boris said:

Savvy? QR codes are DOA. New to Australia, already dead everywhere else. Clunky UX at best.

How effective can a QR code be if the user needs to download an app to use it? AND the billboards actually need to actually explain to the users what to do to scan it (ie download our app / download a QR scanning app, etc) - not exactly a swift experience in my book.

What's wrong with a URL / customised tiny URL ?? No need for an app, just a browser and an experience that can be further enhanced with using the location of the smartphone.

Meh said:

QR is hardly a new technology, even in Australia.
Kudos for creating a watered down version of the Tesco virtual store in Korea, but feel like this was an opportunity missed to push this technology a LOT further.

Pat said:

when QR Codes are used correctly they are a real boon for any campaign. all merit goes to melbourne central for taking the technology on & giving people an opportunity to stop - read - learn more - & interact with the products on offer... i am sure any client would be nodding in agreement, given this tough retail climate, that is a great execution & ultimately one that passers by will notice... path to purchase is what we are all striving for in the advertising world. job done without too much expense.
for more info check out our website: www.avantcard.com.au/qrcodes
or read this case study
http://www.avantcard.com.au/index.php/results/15651/

Brad said:

This is stupid, Woolies already did it and it was bad.

Australian clients should stop trying to replicate campaigns from OS and invest in R&D for new tech.

Trigger Appy said:

Don't claim a 'first' when it has already been done oversee by Tesco and locally by Woolies and Sportsgirl

Yawn....

Boris said:

QR Codes are dead. They were never born, actually.
But good on them for trying. Shame it's 2 years behind.

Harry said:

Lift your game CampaignBrief, no one wants to hear about crappy QR code technology anymore. Move on!

This could only be considered news if you were to present information that proved this BS actually sold products.

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