Facebook Testing New QR Code System to Link Online Efforts to Offline Sales
FB has taken the lead on this, with options like ‘Conversion Lift’, which allows businesses to upload their point of sale data for comparison with FB records (Facebook can cross-check your in-store customers’ e-mails, for instance, and tell if they saw your Facebook ads). Facebook’s sought to make a more direct connection between in-store purchases & Facebook activity with tools like ‘Offers’, which allows brands to connect deals offered on their FB Page to a bar code that can be scanned in at the purchase point, directly linking their on & offline efforts.
TechCrunch has noted another FB option to link your on-platform efforts to in-store sales, with some users now seeing a ‘Rewards’ tab in their FB apps listing which provides them with a personalized QR code. That code could then be scanned in to obtain discounts / rewards from participating businesses.
If rolled out more widely, the option could support significant benefits – both to Facebook & to businesses utilizing the tool.
For business, FB could enable them to link to the Rewards code with their ad efforts, helping them support more incentive to get people into their stores, while enabling them to better measure the direct traffic driven by their FB ad spend.
For FB, it would give them more data to use in their ad targeting process, while it might make the platform a more shopping companion by linking people to exclusive offers – like a deals website built into the app you are already using.
The tool could boost word-of-mouth sharing – users are likely to tell others about the deals & specials being offered via ‘Rewards’, which can then give business more motivation to link into the program & utilize Facebook ads to promote it.
As noted, this is the latest tool Facebook’s using to link on & offline purchase behaviors, efforts which could provide more motivation for advertisers to use the platform for outreach. If Facebook could show definitive proof of the platform’s capacity to drive consumer actions, that can give them a lot more ammunition to reinforce why other brands should be hooking into the social network, while access to more data points will give them more ways to refine & improve their ad targeting, boosting effectiveness.
Facebook is also working on geolocation tools, like proximity sensors & in-store beacons, to help map consumer behaviors, all of which are adding to their bigger picture view & capacity to drive user response. Definitely, there’re some concerns with how Facebook utilizes their immense data stores, but the more insight they have, the better they could drive results. The more relevant the network becomes as an all-encompassing ad connector.