I don’t know about these Ralph Lauren QR codes.
Forget shopping online, Ralph Lauren makes it even easier to spend your cash on designer threads with a new mobile campaign. Once the consumer has downloaded the proper software from the Ralph Lauren Mobile Web site, they are able to scan QR codes to order clothing in a snap!
One might ask, “what are QR codes?” According to Ralph Lauren, “QR codes are simply two-dimensional bar codes, much like you are accustomed to at the grocery store.”
Stylehive reports that “Polo Ralph Lauren is the first luxury retail brand to launch a major mobile commerce campaign incorporating QR codes.”
Kate Betts at TIME explains, the new technology “promote[s] mobile commerce in the U.S.” and that millions in Japan are already using this form of “point-and-shoot shopping.”
Ralph Lauren sparks an interesting economic question: How will QR’s gain interest when the U.S. economy is facing a recession? Shopping is difficult for me only because I’m trying to cut back on spending and not because of an inconvenience!
Public relations professionals must always remember to evaluate the landscape before implementing a campaign. Target audiences may not be ready for certain strategies and therefore will not respond. Ralph Lauren could be on the cutting edge but it might not be the right time for implementation. Could this be a productive mobile campaign or a fast flop?