End caps are prime real estate in stores for retail engagement. Because they often contain sales or other limited-time offers, the displays draw customers to browse—even when they weren’t planning to buy that product. They’re also convenient because they don’t rely on customers venturing down an aisle they weren’t planning to see.
If you’re looking for a cost-effective way to boost end cap engagement, Quick Response Codes (QR Codes) can add more value to the shopping experience. The additional information or incentives available through the digital link can help shoppers learn more about the product and generate excitement for the brand.
In-store retail marketing with QR Codes can help retailers and marketers stand out in competitive markets. Below, we’ll explore the benefits of QR Codes and how they can be used to set your marketing strategy up for success.
How effective are end caps in retail on their own?
From seasonal items to exclusive collections to deep discounts, end caps are versatile retail assets that can attract more attention to nearly any product. Often colorful and artfully arranged to catch the eye, end caps are hard for customers to ignore.
End cap products are often here today and gone tomorrow, which makes customers more likely to make impulse purchases. Consider how often you may have been drawn in by a one-day sale, exclusive product collections, or limited edition items.
End caps can even increase sales without a price discount, so brands and retailers can experiment with these displays to find the best combination of incentive and value.
Benefits of using QR Codes on end caps
As more brands blend the online and offline shopping experience, digital signage like QR Codes are increasingly common in stores. When implemented correctly, these tools can instantly engage shoppers. Let’s take a closer look at how interactive QR Codes lead to higher sales and stronger brand awareness.
Enhance customer engagement with more content
You can link QR Codes to social media pages, product videos, or customer reviews to provide more context to the end cap. Fast and scannable, the best QR Codes answer the customer’s pressing questions or concerns.
You might link a QR Code with an online brochure or YouTube video that explains how to use the product. This additional information or tutorial can help customers make quick decisions about whether or not it’s right for them.
Drive sales with exclusive promotions
You can link QR Codes with exclusive promotions or coupons to entice customers to purchase or engage with the brand. For example, you might offer an extra 10% off an already discounted purchase when the customer fills out a short lead form accessible only through the QR Code.
This extra incentive can increase the customer’s sense of urgency to purchase the product to reap the cost savings. It’s also a good example of gamification in retail because the customer must take an extra step to reap the reward.
Connect in-store displays to online shopping
These days, in-store displays and online shopping go hand-in-hand. QR Codes for purchasing encourage people to visit the company’s website or app for more information, whether they have questions about availability, promotional offers, or complementary products.
If your end cap sells out one item, you might link a QR Code with more information on the product’s production schedule or make it available to purchase online. QR Codes are an integral part of omnichannel marketing because they bridge the gap between physical audiences and your online assets. Just keep in mind that in-store shoppers may have less patience for delays, so a streamlined checkout process is a must.
Collect valuable customer data
Accurate campaign metrics, like aisle placement, product selection, conversions, pricing, store volume, and store demographics, give you more insight into your success. QR Codes can track customer interest and interactions, helping marketers adjust their ongoing promotions and design more effective future campaigns.
With Bitly’s QR Code tracking features, you can see the scan location, mobile phone type (iPhone, Android, and so on), and traffic to your app or web page. Combine this real-time data with deeper analytics to better understand how end caps influence customer behavior.
For example, you can use Bitly Analytics to determine the number of scans and Google Analytics for a deep dive into online user behavior. (You can even integrate Bitly and Google Analytics to get the best of both services!) So if customers have trouble navigating from their online shopping cart to payment options, you might change the digital destination of the QR Code to a more user-friendly page.
Tips for using QR Codes on end caps effectively
If you want your new QR Codes to stand out, it helps to think through the entire customer experience. We’ll look at how placement, content, and context impact their effectiveness.
Design QR Codes for better visibility
QR Codes need a prominent position on the end cap for best results. If they’re tucked in the back or obscured by products easily, they’re easy for customers to miss or disregard. In addition, make sure that the QR Code is large enough for customers to scan easily from a distance.
They should also be visually appealing to customers, especially if your brand emphasizes aesthetics. When introducing your codes to customers, contrasting colors or clever designs can increase visibility and attract attention.
Today’s QR Codes are more than just black and white squares. QR Code generators let you customize each code to reflect your brand, products, or larger marketing campaigns. As long as the colors contrast enough for straightforward scanning, the right design can give your display even more oomph.
Consider what makes a positive user experience
In-store shoppers usually don’t have much time to assess a product or learn about your company. Even if they do, they may not want to take up too much time at an end cap for fear of blocking other shoppers.
When you optimize QR Codes and their digital destinations for mobile phones, customers can quickly find and use your online resources. If your QR Code links to product FAQs, customers can find useful information that streamlines their purchasing decisions.
In addition, consider how online content relates to the in-store display. If the display focuses heavily on a specific product or promotion, the customer may want to see relevant customer testimonials. If the QR Code navigates them to general company information or encourages them to buy a different product, they may find it irrelevant at best and off-putting at worst.
Integrate QR Codes with other marketing campaigns
You can use QR Codes in tandem with your larger marketing campaigns, especially if you want to cement connections between two tactics. For example, you might link a QR Code to a future product launch or seasonal campaign. Or you might link to your Instagram or Facebook pages, particularly if your display promotes eye-catching influencers or inspirational user-generated content.
You can also use QR Codes to reinforce your larger brand values, like product quality, corporate responsibility, or innovation. QR Code tracking features help you measure the success of each campaign, so you can better understand how different demographics respond to different strategies.
How Bitly can help make your QR Code experience better
Bitly’s tracking tools help retailers create, manage, and track QR Codes with ease. Our QR Code generator makes creating Dynamic QR Codes for each location and campaign easy so you can separate and assess your marketing metrics.
With the help of our software tools, you can change the digital destination of the link as needed. For example, if your most popular product sells out, you could adjust the QR Code to reflect a new product page—without reprinting the code.
You can also add custom design elements, such as your brand’s logo, to increase the customer’s likelihood of seeing and scanning it. This is especially useful as generic fake QR Codes are a common fraud tactic.
If you want to streamline the customer’s end cap experience and measure the display’s success, Bitly provides you with all the tools you need to maximize this valuable real estate.
Upgrade your end cap displays with Bitly Codes
Whether you use your links to answer questions or offer additional discounts, QR Codes on end caps can provide more value to a customer’s shopping experience.
Beyond satiating a customer’s initial interest, QR Codes also improve brand awareness and make a better impression. They’re a simple but powerful way to connect with customers and boost retail success.
If you’re looking for cohesive and user-friendly QR Code software, Bitly Codes makes it easy to create and track your QR Codes for end caps. With flexible design options and valuable scan metrics (scans over time, scans by operating system, location, and unique scans), you can draw in more potential customers and use their behavior data to give them a better user experience—boosting their incentive to buy.
Ready to amp up your end caps? Create a Bitly account for free today!
