BAPC Leader Summer 2021

BAPC LEADER — SUMMER 2021 3 So how can print and offline marketing help? As many as 57 percent of online shoppers say they have stopped buying from a merchant because of a bad experience, or because of a competitor that offered a better one. Providing an excellent customer experience creates brand loyalty and gives online retailers a competitive advantage. Building brand loyalty is a job that printing has been doing for decades, with costs of digital marketing increasing, in direct mail, in-box, in-display, in-store print has can add value to online brands. Using QR codes is key to success QR Codes, once believed to be a long-dead relic of the early 2000s, have found a new life in the wake of the pandemic, kickstarting a touchless world. Not only have QR codes managed to overcome the hurdle of downloading an additional app, but the average internet speed has also increased to 5.6 Mbps which allows consumers to scan QR codes at lightning speed. QR codes can be used to get customers to download apps, initiate customer service, access WiFi networks without a password, and purchase products and the list is endless. This explains why 11 million US households were expected to scan QR codes by 2020. QR codes can also increase post-purchase engagement by allowing customers to re-order the product or link to a video tutorial on how to use the product effectively. QR codes can also act as effective lead magnets by getting consumers to sign up for loyalty plans or subscribing to the newsletter or getting valuable feedback. Scanning QR codes is second nature for ages Digital marketing gained traction for one very important reason: Tracking performance metrics. Something that was impossible with traditional forms of marketing. But, with QR codes, marketers can finally understand which marketing campaigns are performing well based on the number of scans. QR Codes and direct mail is a killer combo. Just like other traditional marketing channels, QR codes help analyse engagement and conversion rates when placed on direct mail. Consumers who have scanned the QR code can also be retargeted online on Google and Facebook. Take a look on your door mat, or importantly at the artwork you are printing today, and you will see most are missing one of the easiest ways to connect the physical experience to digital. The QR stands for quick response so they need to be linked to something useful, not the company website or latest add, but to exactly where the customer can transact or get the information they require. With all that in mind, here is the deal – it is our job to help our customers remove any friction between the moment of inspiration and themoment of commitment. Your customers will do better, and we will be able to prove the ROI of the project just like digital. So, why note ride the eCommerce wave and take your business online for £300 per month at Inky.cloud The Precision Proco Group has an arsenal of print production firepower to support its trade customers It is forecast that UK consumers will spend £41.33bn online this year, up a massive 34.7 percent from 2019