The tourist and retail experience in Napier is about to get a boost thanks to a project to display QR codes for use by people with smartphones.
QR, or Quick Response codes, are similar to barcodes and are a quick and convenient way to link with information through the internet. More smartphones are now sold than personal computers.
Any object or advertisement could be labelled with a QR code, allowing users to immediately summon up a more information ranging from simple text such as a a menu or connect to customer reviews, comparative shopping or a website promotion.
Together with Napier's free wireless internet connection the codes will enhance the tourist experience by enabling self-guided tours or help in the search for a bargain. A UK study showed a third of respondents used their phones in store to find out more about products.
Hawke's Bay-based businessman Rod Drury has long advocated QR codes for Hawke's Bay. "I like that QR codes show both retailers and tourists there is another virtual layer to their business," he said.
"Word of mouth can strongly influence purchase decisions. Good reviews posted online boost sales. "Conversations are already happening about businesses on line. QR codes are a way to link the virtual and physical worlds."
Napier Inner City Marketing manager Meg Rodel said the project was due to be launched in about a month but first all members needed to be informed of the programme.
"We have done some tests but we have not yet got all our members involved. Some are part of large national chains and it is taking a bit of time," she said.
Napier online marketing agency Nurve is working with Napier Inner City Marketing and the Art Deco Trust to bring the technology to Napier.
Nurve director Ailne Bradley said it was an exciting project. "The potential is infinite. You can simply keep adding to the story and update your QR," she said. "It is an easy way to share an experience and pop people in the moment. With one simple scan you can transport people on a journey. In this case we can profile all of Napier's unique events and catapult people to the event virtually and inspire them to come back."
It was important content was engaging. "If you can engage people in a fun interaction they will be your ambassadors for your brand and the positive experience will go viral to the world. Imagine scanning a QR code at the Soundshell and being redirected to a YouTube video showing Art Deco Weekend highlights."
She has used QR codes successfully to market luxury accommodation in The Dome, of which she is part owner. "I was at a trade show and, as opposed to just doing the usual giveaways, I popped a QR code on a card which I put inside an Easter egg. When you got to the card and scanned the code it brought you on a journey about the Dome and you had to navigate through my website to win a weekend stay.
"The idea was to have as many agents learning as much about my product as possible. The chocolate was, of course, brain food whilst navigating my site and filling out the questionnaire.
"I got really positive feedback and a new database from a bunch of agents, who wanted The Dome on their books and could represent my product well because they had taken the time to navigate through my website."
QR technology is not new for the Bay. Havelock North retailers trialled the idea last year but with no overall strategy many ignored it. Napier's National Aquarium of New Zealand uses it to enrich visitor experience.
Ms Bradley does not want the same situation in Napier and is hoping all retailers support the project. Nurve will hold workshops on the project for businesses in downtown Napier.
Ms Bradley said it was also an opportunity to link to all of Hawke's Bay, Napier having the most visitors and being the most popular port of call, but good content was needed. "We are in the middle of creating some exciting content to share with the world but if anybody has some great videos or content they want to share, please get in touch - ailne@nurve.co.nz.
Email: patrick.osullivan@hbtoday.co.nz