Sinclair controller optimises use of QR codes

Linking QR codes to filmed tips rather than static web pages or TV adverts is the best way to use the technology in garden centres, according to Sinclair fertilisers and chemicals category controller Steve Chalk.

"In a lot of instances, you scan the code and it takes you through to the company's website and static pages, which if the consumer wished, they could access via the web and isn't entirely useful when you are stood in store - in fact, most research would suggest that this puts the shopper off.

"Some others link them to adverts that appear on TV, which once again is a waste - gardeners need educating and crave information, criteria which TV ads don't fulfil.

"We have taken a different tack. Once scanned, you are quickly directed to a short film with hints and tips about the product in question by Matt Biggs. Not only does this help consumers make an informed choice, it hopefully goes some way to engaging new gardeners who are most likely to be au fait with the QR code technology."

Sinclair is now rolling out the concept into its growing-media offering for 2013.


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