JCPenneys launches QR Codes for mattress shoppers

A somewhat strange mobile barcode roll-out has been announced. JCPenneys has teamed up with mattress-maker Simmons to display QR Codes alongside Simmons products in JCPenneys stores. The codes will give customers additional information about the mattresses.

What’s the story?

In some regards, this is a perfectly normal mobile barcode announcement. In order to boost sales, Simmons and JCPenneys are placing the QR Codes on or by the mattresses in store. Shoppers who want to find out more about the mattresses can scan the codes to get additional info. I’m not an expert in the field of selling mattresses – but the Executive VP of Marketing for Simmons, Tim Oakhill, claims that consumers don’t get sold on a mattress until they’re within ‘the last five feet’. From that point of view, using QR Codes is a great idea – it could help the consumer to make their mind up about your mattress because you’ve provided that extra piece of info at the last moment.

So why do I say it’s a somewhat strange mobile barcode roll-out?

What we think?

While it isn’t strange at all for a retailer to experiment with QR Codes these days, there are certain things about this launch that are slightly odd.

1) The content provided

When you scan the QR code, you get access to a 3d model of the mattress. I’m not entirely sure why they provide that content. If the mattress is in the store, then getting a 3d model of it won’t be of any use. If the mattress isn’t on display, then a 3d model isn’t going to help you decide the most important thing – whether it’s comfortable or not.

Simmons have also fallen into the trap of not taking advantage of the full range of uses of mobile barcodes. Apart from the 3d model, the QR code only opens a web page with promotional material about the mattresses on it, as well as an advertising video. There’s nothing there that’s actually very useful to the phone owner. There’s no coupons, interactions, payment options or any of the other things that can be linked to a mobile barcode.

2) Microsoft Tag

It’s not really “QR codes” that Simmons is using here – it’s “QR tags”. JCPenneys and Simmons advise shoppers to download Microsoft Tag to scan the codes in-store. I initially thought this was a strange choice – why attach yourself to a proprietary scanner if you’ve settled on an open code format? But then I realized the answer; Microsoft Tag can be easily downloaded an installed on all of the following mobile OSs:

iPhone
Android
Blackberry
Java/J2ME
All version of Symbian S60
WinMo
Windows Phone

Part of the problem with mobile barcodes is that you usually need a smartphone to scan them (there are some exceptions). But by allying themselves with Microsoft Tag, JCPenneys and Simmons have guaranteed a scanner that will work on a truly huge number of devices – particularly since they cater to the Nokia crowd.