QR codes and image recognition technology

Virtual stores appeared on posters in the city of Poznan, similar to those created by Tesco in South Korea or Peapod in the U.S. The whole idea however, is based on the QR codes, which significantly reduce attractiveness of this solution. Unfortunately.

It’s a great news that the potential of purchase outside the store, so-called out-store experience, has been noticed quickly in Poland. The good news is that Poland is participating in the global trend.

Why Recognize.im would be a better solution than QR codes?

The first advantage of Recognize.im is no cost of adjusting the advertising space. Printing QR codes is also part of the process of adjusting advertising space. The codes need to be designed, planned on the poster, and then the poster, with the codes, needs to be prepared. Then, you have to manage codes so they could lead to the right action and the actions would not repeat if the campaign is repeated. Recognize.im does not require adjustment of the advertising space. All you need to do is to provide images of the product (which are uploaded in the databases of the online stores) and the poster may look the same as the already existing store flyer (in this case Piotr i Paweł’s flyer).

Data security – we have known from the experience of our customers that there were cases of sticking rogue QR codes, leading for instance to a porn content,  on the QR codes already displayed on the advertising space. All you have to do is to walk up to the QR code and cover it with another QR code to use the advertising space for your purpose.

Speed – Recognize.im allows you to take a photo of a whole poster all or just its fragment without having to bring your phone closer to each of the products separately. You can even take a photo of the whole poster at once and identify everything what is printed on it. Recognize.im allows for quick shopping – just snap a picture of a whole thing and you can finish shopping on the bus. In case of QR codes each one needs to be scanned separately, and this extends the process.

Another issue – QR code requires the reader to be close to the code. So it does not allow for using advertising space where the access is difficult (e.g.  billboards in the subway tunnels, opposite people waiting for a subway car, separated from the potential customers with the subway tracks) or another example, Tesco’s campaign.

Recognize.im does not require reader’s proximity to a store (advertising space). All you need is a zoom in the phone camera, and the advertising space, distant from the customers, becomes a store.

Esthetic element (in matters of taste, there can be no disputes) – QR
codes,  according to the common opinion, are not used in many industries due to the fact that they are ugly. This is of course a soft argument, not always sufficient to prevent its use. It is worth noting, that originally QR codes come from Toyota factories, where they were used to mark car parts. Image recognition was created by marketing and sales, to accomplish the dream, “I see, I take a picture, I buy.”

On one hand, campaign with the shop at the bus stops is a very positive sign of innovative thinking. On the other hand however – it’s a manifestation of the lack of a broader knowledge in this subject, because the campaign would be much more effective with an image recognition technology.

Author:
Arek Skuza,
Recognize.im CEO

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