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소매업체의 멀티채널 전략을 위한 QR코드 활용의 탐색적 연구

An Exploratory Study of QR Code Utilization for Retailers’ Multichannel Strategy

김은영|윤남희
한국의류산업학회 (The Society of Fashion and Textile Industry)|2014.10|한국의류산업학회지 (The Korean Fashion and Textile Research Journal)|제16권 제5호|pp. 730-744

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참고문헌

키워드

내용분석content analysis멀티채널QR 코드QR code마케팅 요소multichannelfashion retailing패션유통marketing element
주제분류생활과학

초록

With advances in QR code, mobile is becoming one of important channels in the fashion retail industries. Thisstudy attempts to understand the importance of QR code utilization in creating multi-channel business model. Study objectivesare to classify types of multi-channel retailing by QR code utilization and to explore the role of QR code technologyin strategic marketing elements for types of multichannel retailer. As an exploratory approach, a total of 78 news articlesregarding QR code issues were reviewed and analyzed by focusing on 48retailers seleted in this study. The results foundseven dimensions of QR code marketing strategies: abundant product information, additional information contents, transactionaccessibility, connectedness to channels, location based service, loyalty program and multimedia advertising. Baseda combination of channels and level of mobile apps’ activation, multichannel retailers utilizing QR code technology wereclassified into four types; bricks-click-active mobile model, bricks-click-inactive mobile model, bricks-click model, and clickactivemobile model. There were differences of using QR code marketing strategies among multichannel models. Accordingto results, for bricks-and-mortar retailers, QR code was critical to integrate shopping experience with merchandise or salespromotions across channels. In addition, for non-store retailers, the QR code utilization was successful in expanding mobilechannels, which can promote retail sales by a two-way interaction with customers via the mobile apps.

Abstract

With advances in QR code, mobile is becoming one of important channels in the fashion retail industries. Thisstudy attempts to understand the importance of QR code utilization in creating multi-channel business model. Study objectivesare to classify types of multi-channel retailing by QR code utilization and to explore the role of QR code technologyin strategic marketing elements for types of multichannel retailer. As an exploratory approach, a total of 78 news articlesregarding QR code issues were reviewed and analyzed by focusing on 48retailers seleted in this study. The results foundseven dimensions of QR code marketing strategies: abundant product information, additional information contents, transactionaccessibility, connectedness to channels, location based service, loyalty program and multimedia advertising. Baseda combination of channels and level of mobile apps’ activation, multichannel retailers utilizing QR code technology wereclassified into four types; bricks-click-active mobile model, bricks-click-inactive mobile model, bricks-click model, and clickactivemobile model. There were differences of using QR code marketing strategies among multichannel models. Accordingto results, for bricks-and-mortar retailers, QR code was critical to integrate shopping experience with merchandise or salespromotions across channels. In addition, for non-store retailers, the QR code utilization was successful in expanding mobilechannels, which can promote retail sales by a two-way interaction with customers via the mobile apps.

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