Jewelry Fashion Reports
Jeweler adds embedded codes to store windows
New York—Fifth Avenue bridal jewelry destination Michael C. Fina has a new window display that the retailer is hoping will get shoppers to stop and scan.
The retailer's New York window displays now feature embedded codes that passersby can scan with their smart phones and receive product information at their fingertips.
The retail store—which has partnered on the initiative with bridal jewelry manufaturer A. Jaffe, Platinum Guild International USA (PGI-USA) and Web platform Tappinn—says it is the first in the jewelry industry with window displays that have been embedded with customized QR codes, matrix barcodes that are readable by QR scanners and smart phones, among other devices.
Until Oct. 11, customers at Michael C. Fina will find that each of the retailer's five 45th Street windows (above) displays a customized QR code, a code that consists of black modules arranged in a square pattern on a white background. In addition to the codes, shoppers will find a selection of new platinum A. Jaffe bridal rings, lifestyle images from A. Jaffe's new brand campaign, plus verbiage on the metal and the New York women who inspired the designs.
When customers scan the QR code with their smart phones, they will be directed to a Michael C. Fina branded Web site (above) that provides additional product details and metal education. From there, consumers can shop the retailer's gallery of platinum A. Jaffe rings, make an appointment with the store and share their favorite styles via social networking sites.
According to the retailer, the embedded displays are part of a move to reach a new group of customers, attracting them to the store via the retailer's distribution of educational information in their preferred medium.
"QR codes are steadily becoming a viable avenue of mobile communication for advertisers because they are highly interactive and let consumers have control," Nick Ford, co-founder of Tappinn, said in a media release. "Storefronts are the perfect application for QR codes, because the store is able to connect with its customers in a non-intrusive way."
PGI-USA, the marketing arm behind the platinum industry, also offered Michael C. Fina some data on the importance of window displays and online educational content. According to a 2009 consumer study commissioned by PGI-USA, more than 54 percent of the study's respondents reported that they window-shopped stores during their engagement ring shopping period and said that they were more likely to enter a store if they liked the product they saw in the windows. In addition, the study revealed that pre-engaged women and men expect online educational content from retailers.
"The Michael C. Fina windows with embedded QR codes marry these two elements to create the ultimate platinum jewelry retail shopping experience," Michelle Peranteau, manager of integreated marketing for PGI-USA, said in the release. "Before even speaking with a sales associate, shoppers will enter Michael C. Fina with in-depth knowledge of both platinum and their favorite A. Jaffe engagement ring."