Duane Reade, probably New York’s largest drugstore chain with 250 outlets is preparing a 2012 major digital push with its, “Get Social with Duane Reade” campaign by placing QR codes on windows to drive social media impressions and foot traffic.
The “Get Social with Duane Reade” marketing campaign was implemented by placing mobile bar codes on the windows of the drugstore’s various outlets which is a great way to attract the attention of passersby and potential customers. Integrated on their banner were the icons for their company accounts in Facebook, Twitter, Foursquare and YouTube which enables customers to stay in touch with the drugstore at any of the social sites.
Customers scanning the drugstore’s QR codes are directed to Duane Reade’s mobile weekly deals site where it shows the items of the week that are on sale in stores. They can then click on the the company’s social media sites so they can connect with the brand. Consumers are directed to the nearest outlet through GPS or by contacting the company through the mobile site.
Owned by Walgreens, the New York drugstore aims to be on the Foursquare map among other social sites and is developing a Duane Reade mobile application that will include functionalities to order and refill prescriptions and access mobile coupons while on the go. Initiatives for loyalty and check-in deals will be installed in their Foursquare and Facebook accounts.
Calvin Peters, public relations and communications manager at Duane Reade, New York said, “QR codes are great for busy New Yorkers that are always on the go and mesh perfectly with the high concentration of smartphone and tablet usage in the New York Metro Area.”
The company’s goal according to Mr. Peters, “is to place and keep Duane Reade at the top of innovation within the social media and mobile realm by introducing new and creative digital campaigns to further communicate with our tech-savvy customers in a meaningful way.”
Clearly, Duane Reade’s major digital push for 2012 is bolstered by the use of QR codes because of its many creative ways to display it and its ability to connect with consumers who scan it in various social media sites, who can then avail of the variety of information available in its mobile landing page.