Royal Mail has ignored calls to promote the use of quick response codes in mailings – which can direct consumers straight to websites – by launching a digital watermarking system that requires customers to download an app to use it.
In the US, the postal service is offering business mailers a discount if they include QR codes in their mailings as part of an attempt to win back brand owners who have switched their budgets to digital marketing.
The new Royal Mail scheme has been developed by the organisation’s Door to Door Unit and digital agency Digital Space.
Consumers with must download the free Digital Space app to see the rich media, which could direct users to Web pages, videos or other media. The app will be available from the Apple and Android app stores.
Royal Mail chief customer officer Dave Smith said: “This landmark partnership means that Royal Mail is the first postal company in the world to offer digital watermarking technology to its customers.
“This solution combines the strengths of the post and the internet. Digital watermarking technology means that a leaflet or mailing can open the door to a journey in the online world. By using this technology, businesses can ensure their mail campaigns are as effective as possible by linking directly to their websites, videos and even social network pages.
“By scanning a picture on their post, someone could link through to a video of a holiday destination or a chef preparing their favourite meal. The possibilities are endless.”
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