QR Codes - The Next Trend in Dealership Marketing  

They are starting to pop up everywhere – little squares with what looks like a hieroglyphic code.  What they really are is the latest way to effectively communicate with consumers and the next wave in marketing and sales – the QR code.       

A Little History

While still relatively new in the US, QR (Quick Reader) codes have been actively used in Japan for over a decade.  Developed by a subsidiary of Toyota, its original use was similar to that of bar code.  It was a way of tracking parts by Toyota.  Unlike laser bar codes, the QR code allowed the user to access a greater amount of information at a higher speed.

What Do They Do?

With a free app that can be downloaded to a smartphone, users scan the QR code and are immediately linked to the information targeted by the designer.  This could be a web site (or specific page in a web site), launch an email, start instant/text messaging or link to a blog post.  No longer is the user required to type anything – it’s point and shoot.  Another great feature is that QR codes can be put anywhere – signs, business cards, license plate holders, shirts, they have even been seen on company vehicles.

How Does It Apply to Dealerships?

Creative dealers should be able to find a myriad of uses for QR codes throughout their dealerships.  A few ideas are:

• Create a QR code for your used vehicles – The code would link to a web page that would provide all the pertinent information to the consumer.  The web page could even include a short video along with a narrative on the vehicle.  This would be especially helpful for those “after hours” shoppers.
• Coupons and offers – QR codes can be linked to special coupons and offers not made available to the general public.  You can even change the link for the QR code to a new landing page so that the same QR code can be used repeatedly.  Once scanned, a QR code is saved on the user’s smartphone until it is physically deleted.  That means anytime the consumer needs to access your dealership, the information is already there.
• Customer feedback forms – Consumers are able to provide feedback (both good and bad) regarding their experience at your dealership. This allows the dealer to quickly process these comments and make sure that what is good continues to be done and corrective actions can be put in place if necessary.  It may even be a good idea to have a QR code automatically print on a service invoice for customer feedback.

How Do I Create a QR Code?

There are plenty of free software applications available to create QR Codes.  A quick Google search will result in numerous choices.  All you need is the target of the QR (URL address, etc.) to enter and the application will automatically generate.

It is estimated that in June of 2011 alone, users scanned 14 million QR codes in the US.  This should be enough evidence to convince dealers that the use of QR codes is the next “big thing” in sales and marketing.  Dealers who can effectively use QR codes will gain a significant advantage over their competitors.

By the way, the QR code at the top is not just a decoration.  If you have a smartphone and a QR application, scan it and see where it leads.

If you have any questions about this topic, please contact Charlie Paolino at CPaolino@DowneyCoCPA.com or 800-849-6022.