Are QR Code Campaigns Really Worth It?

Nicholas Cole, head of mobile and digital marketing at The Catholic Company, an online and catalog retailer of Catholic books and gifts, was planning to present a case study of a successful QR code campaign he ran using the retailer’s print catalogs at the 2012 Internet Retailer Mobile Marketing & Commerce Forum. But he decided on a different presentation when the QR campaign’s performance didn’t turn out so great.

He’s come to realize that the company’s core demographic—women between 35 and 55—behave quite differently from the group that has taken to QR code scanning with greatest enthusiasm—men aged 18 to 34.