Jamba Juice is placing QR codes on its in-store signage to not only increase its email database, but also encourage consumers to receive exclusive offers and discounts by becoming an insider.

The initiative aims to let consumers live ?fruitfully? and become a Jamba insider to get the latest scoop on new blended creations. The mobile bar code is part of a bigger campaign to increase user engagement.

"QR codes are a great way for brands to grow an email database, build brand loyalty and awareness," said Mike Wehrs, CEO of Scanbuy, New York. "In this case, Jamba Juice is placing QR codes on posters where customers waiting for their order or making a purchase in store can conveniently enter in their information for sneak peeks and special offers all with a quick scan. 

"Also, the codes are strategically posted in relevant settings, so if a customer has already purchased the product and is waiting for their order, they can easily scan the code to get additional content on special offers," he said. "Through a managed bar code service provider the information provided at a scan can be changed throughout the day further enhancing relevance and improving cross sell and upsell options.  

"For example the scan could result in a discount on a muffin in the morning and a discount on a drink size upgrade during lunch."

Mr. Wehrs is not affiliated with Jamba Juice. He commented based on his expertise on the subject.

Jamba Juice did not respond to press inquiries.

Juicy details
The Jamba Juice QR code is in the form of a strawberry and can clearly be seen through the mobile call to action.

The in-store signage

When consumers scan the mobile bar code, they are redirected to the company?s mobile-optimized page where they can become and insider.

By entering their information such as name, email, birthday, ZIP code and mobile phone number, consumers are opting in to receive emails from Jamba Juice on sneak peeks, special offers and other news.

From there, consumers can also browse the company?s menu items and nutrition facts.

By placing the QR codes on its in-store signage, Jamba Juice is able to engage consumers when they are waiting in line for their drink.

This is the perfect opportunity for them to scan the code, fill out the quick form and continue their relationship with Jamba Juice even after they received their beverage.

Bar code revolution
QR codes are increasingly gaining momentum and are a hot commodity right now.

Marketers are constantly looking at ways to incorporate mobile bar codes into their day-to-day initiatives.

However, marketers must be careful with their QR code efforts.

While mobile bar codes are becoming very popular, many users are still unsure of what they are or how they work.

"QR codes can quickly deliver a relevant, unique experience with content that invites customers to learn more about the brand and product and special offers," Mr. Wehrs said. "In the case of Jamba Juice, the codes engage customers at the moment they see the poster, while still being relevant with the long tail if customers pass by the store or enter the store at another time.  

"As brands increasingly see the impact of engaging customers with more advanced QR code types and integrated campaigns using them, we expect to see them use the technology in a more strategic way to deliver real ROI whether it be to grow CRM or drive purchases," he said. 

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York