1. Retail Trends: QR Codes
Retail trends come and go, but the recent collision of a still-struggling economy and proliferation of
mobile apps lays the groundwork for Moms to explore new high-tech ways to save money for their
families. In the first installment of our series on Mom Retail Trends, we look at Moms’ attitudes toward
Quick Response (QR) Codes. From our recent survey of 1,000 Moms, we’ve highlighted the Top 5
insights emerging about Moms and their embracing of QR codes.!
1! Moms Seek QR Code Access Via Smartphones!
Of the moms who own Smartphones (over 64%), 56% say they
have downloaded a QR reader to their phone and 87% saying
they have activated a QR code via their phone.!
56%
39% 36%
14%
2! Moms Want QR Codes to Serve Up Deals &
Savings
Discounts!
Promo Codes
For 92% of Moms, discounts and coupons provide the chief
reason to activate a QR code, and 75% of Moms activate one 92%
looking for special offers. In an economy still waiting for
recovery, Moms continue to seek out new avenues to
streamline household costs.!
Discounts
3! Moms Activate Offline QR Codes!
The majority of Moms activate codes via magazines (73%), in-
store retail promotions (65%), on products (61%), direct mail
pieces (30%), and business cards (22%). Thus, despite Moms’
rapid embrace of social media and online sources, they access
information related to QR codes from decidedly offline outlets. !
© Mom Central Consulting, Inc. 2012

2. Retail Trends: QR Codes
4!
92%
Of Moms want the QR
Moms Need Clearer Reasons code details- tell me
to Activate QR codes! where, when and what
offer!!
Nearly 60% of Moms have activated a
code without knowing exactly what it
would offer, and 36% did so out of
curiosity. However, 92% of Moms say they
remain more likely to use a code if they 60%
}
know where it will take them or what it
will offer. Despite their recent entrance
into the Mom space, most Moms seem 36% Activated
willing to give QR codes a chance. ! Blindly
Curiosity
Driven
{
5! Intrigue But Lack of
Regular Use!
Interesting 50%
Over 50% of Moms find QR codes Moms
interesting – they love to discover what
they offer – and more than 40% say QR
believe Useful 40%
codes remain a useful way to get product QR codes
information. Yet 18% of Moms believe QR are:! Marketing Ploys 28%
codes are a waste of time and don’t offer
anything useful, and 28% view them as a
marketing ploy. Waste of Time 18%
!!"#$%&'(")*+''*","-'.*/01"23"45678","9:!;566;<445"
2/=#'0*+%(#/0>?(@0A;B/=","2/=#'0*+%(;B/=","C%B'D//EF"2/="#'0*+%("#/0>?(@0A","G.HI'+F"2##/0>?(@0A
© Mom Central Consulting, Inc. 2012