It would appear more and more retailers and brands are realising the massive benefits of marketing via the mobile channel. In particular, I've seen a strong surge in the number of sales prospects requesting, or at least expressing an interest in, mobile vouchers.
The latest big brand to jump aboard this express train is UK supermarket giant Waitrose, which is part of the John Lewis group. They will be placing QR Codes (see image for an example QR Code, QR means Quick Response) in their TV adverts over the festive period. Viewers can photograph the code whilst it is on screen (the pause button on your Sky+ box will come in handy here) using their iPhone. This will allow iPhone users to download Waitrose's Christmas app from iTunes free of charge.
Not sure why you'd want to do that, but apparently there are recipes on there from the famous celebrity chef's that are featured in Waitrose adverts, such as Delia Smith and Heston Bloomenthal (wasn't he the Swedish chef in the muppet show?).
I don't watch much TV so haven't had chance to capture the QR code yet and as such haven't played with the app. I can't, therefore say what else is included and whether Waitrose have been sensible and gone to the next level, allowing you to download voucher codes onto your iPhone, take them in to the store and get a massive discount on your turkey and chestnut stuffing...
None-the-less, this move by one of Britain's leading brands, a brand whose advertising and image others aspire to, brings mobile marketing further into the limelight... Which has to be good...
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