First the airlines now the retailers like Harrods are going mobile barcode barmey
I suppose if you shop in Harrods you are likely to have a high end device with a pre-installed reader. If you do, then pointing, clicking and accessing WAP sites on a mobile device will be a dream.
If you don’t, you might wonder what the fuss is about. But at least the sheer fact that more barcodes are hitting the headlines should engage the community and start educating consumers about mobile barcodes.
From The Times
The codes will feature in a series of ads in London and national media to publicise a new exhibition put on by Harrods called Design Icons, which features Vivienne Westwood, the fashion designer, and the architect of the new St Pancras International station.
In an attempt to shrug off its establishment image and show it is embracing the digital age, the Knightsbridge store will also set up a profile on MySpace, the social networking site, and send out alerts for events at the exhibition using ‘Twitter’, a messaging service favoured by the Silicon Valley elite.
“We’re trying to be a bit pioneering with this,” Martin Buckley, head of marketing promotion at Harrods, said. “We want to target a new customer base - thought leaders, as well as students - and this is a way of communicating with them through a different medium that feels new.”
Mark Tomblin, director of strategy at TBG, the digital agency which advised Harrods on the campaign, acknowledged that Harrods’ traditional customer base may not be overly familiar with the concept of mobile barcodes, but that that didn’t bother him.
“This is an attempt to connect with a more tech-savvy audience, and frankly we’re quite pleased if the whole campaign remains a bit ‘cult’,” he said.
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