QR code on sliding glass door...

This code was scanned in Rome Italy on a beauty supply store. The code was on a set of sliding glass doors, which made scanning the code very difficult! If I approached the door the door would open, moving the QR and making it impossible to scan.

The CTA for the QR code was to download a related app; all of the text is only in Italian.

QR Code & Links

QR Code Observations

• App is only available in the Italian app stores. As my phone is on the US app store, it leads to an error page. I was able to later successfully make a scan using an Android phone on the Italian app store.
• Code is on a sliding glass door, which made the scanning much more difficult, due to the lack of contrast. It is also on a motion activated door, so people trying to scan the code will have to deal image moving around.
• Uses an app download analytics vendor: http://adjust.io
• The QR code is encoding a long string that would be better served with a shortened URL.
• The code is using a redirect domain and a unique lookup value:
  • • campaign=Cross%20Channel&adgroup=Sticker&creative=Summer2020
    • Based on the creative tag, it has been 6 years since this code was updated to use an improved version.
    • redirect domain: http://app.adjust.io
  • path value: /ozz3ic_m0oq2k
  • It is including the campaign name and creative used. This is leaking marketing and targeting data that does not need to be publicly available.
• The encoded URL redirects to the correct app store depending on the device operating system.
• The call to actions is straight forward declarative: Download Our App.
• Since this redirects straight to the app store, there are no privacy or cookie opt-in screen take overs.
• Portions of the app page are in English, but not CTA on the static cling in English
• 3 tracking services are being used:
  • AppleAnalytics
  • AkamaiCDN
  • AppStoreTracking

Recommendations

• Make the app available in more app stores. apps should be made available in multiple app stores whenever possible. This is a major makeup and beauty store, and it will appeal to travelers from all over the world, not just Italy.
• Remove from moveable surfaces like sliding doors!
• Give a solid color background color. Glass surfaces cause issues with scanning.
• Add in a smaller English CTA for universal recognition.
• Use a URL Shortener to so that a smaller URL is encoded, which will make a simpler QR code. A shortened URL can be re-programmed with improved target URL's, such updating campaign and attribution data.
• Change out creative on a regular basis, and move code to improved locations. A hyper-localized QR code location audit using a number of stickers with unique redirect values and location tagging would reveal which locations in the stores provide the highest number of scans and downloads.

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