Grow DTC Offline with Pop-Up + Dynamic QR

If you have been reading the information about DTC recently, you could be under the belief that DTC is faltering. Challenges faced by brands such as Harry's and Brandless have dominated the news lately, giving reason to pause when analyzing the continuing value of DTC as an increasing tendency in retail.

However, we believe the notion of owning a direct-to-consumer relationship has been present numerous opportunities and benefits for these brands. The most crucial is the benefit of understanding the customer, who they are, what they need today and what they will need in the future. With no center barriers, DTC businesses have the direct ability to call the shots on how they are going to develop these romantic and longterm relationships; over time, this may also encourage the brand's ability to continue to be relevant long after they launch.

DTC organizations are born, for the most part, as digitally native brands. As we've seen, a number of companies have recognized that the internet channel should not be their only station. Breaking from this format by producing concrete, real-world, haptic advertising experiences for their clients offers not just the capacity to deepen their relations with their customers, but to seed new bonds inside enlarged audiences.

In our latest blog post "Pop-Up to Maintain", we wrote about the human need to feel and touch, and the way pop-up can fulfill that need whilst also addressing an array of requirements and strategies for a new. Pop-up, we continue to believe, is the perfect vehicle to encourage a DTC brand's initial offline measures.

Which brings us back to the worthiness first known and mined by DTC brands -- the customer connection. How can a physical encounter with a native brand mirror the internet experience? How can a brand awareness, recognize and react to their client in the physical world as quickly and seamlessly as they do with a keystroke?

Innovative and innovative manufacturers have found this already, using dynamic Quick Response Codes (QR). As odd as it may be to read"innovative" in the same sentence as"QR code," QR codes aren't what you might recall. They have actually resurfaced as a"new" technology, and all due to a newfound friend who appeared on the scene in 2017.

With the arrival of iOS 11 for iPhone, users now possess the capability of quickly scanning QR codes in the camera app, immediately connecting the user to the QR code using a browser link. No more need for another app.

With this much-improved interaction, brands are currently using QR codes in numerous ways: linking to a voucher or expanding a promotional offer; or redirecting to a particular campaign landing page or directly to a site. All this gives their client a frictionless in-store experience that's similar to the online one, but considerably more dimensional. For your brand, use of those QR codes opens up a whole realm of advertising possibilities and facilitates a direct link between manufacturer and smartphone consumer --a customer base estimated to be more than 110 million strong by 2021.

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https://www.connectpos.com/pos-solution-for-furniture-and-homeware/amp

https://www.connectpos.com/tips-make-use-of-store-credit/amp

https://www.connectpos.com/7-leading-omnichannel-retail-examples/amp

https://www.connectpos.com/tips-to-drive-sales-for-supplement-nutrition-retail/amp

https://www.connectpos.com/pos-solution-for-supplements-nutrition/amp

https://www.connectpos.com/shopify-vs-bigcommerce-which-one-is-a-better-option/

And since lively QR codes' back-end coding can be constantly updated, the result is a cost-effective marketing approach that's both fluid and customizable.

For the digitally native manufacturer, using QR as an engagement tool at a pop-up encounter will connect customers to the internet heritage, broadening the awareness and appreciation of their brand.

Even in relatively established brands, creative DTC marketers are using the enlarged channel of communication. Seizing upon the numerous opportunities it presents to provide both an increased level of customer support and client acknowledgment, this enlarged channel simultaneously allows the brand to harvest a bumper crop of consumer data and insights.

Nike has been using QR in this specific manner in various retail outlets throughout the nation. Throughout a QR approach, Nike connects in-store customers to Nike merchandise more directly, increasingly more economically --allowing customers to rapidly obtain access to product they would like to try, simplifying and streamlining the in-store encounter https://www.businessinsider.com/nike-scan-to-try-tech-how-it-works-2018-8. And through this all, Nike continues to"learn" their customer and create the brand experience and product offering.

The bridge between the online and physical connection with the brand is a significant and continuously evolving one. In the brand's standpoint, that bridge keeps them moves them closer to the client: their wants, needs, tastes and their spending. For the client, the expectation is fulfilled of an experience that is as seamless in-store because it is online.

In Medallion Retail, we consider what DTC already knows--that understanding your customer intimately is your secret to have the ability to continue to grow and develop your brand to fulfill the larger needs of your client base. Although we believe there are lots of powerful tools to deploy towards linking with your customer base, a mix of pop up and QR is one worth contemplating.