Securian Financial Group has recently added a QR code to the account statements that they send to their clients. Retirement plan participants can now scan the QR code on their statements and be taken to Securian’s mobile site.
The mobile site does not have every bit of information available on the full site, but instead they streamlined it to the information that is most often accessed by their clients. These include contribution rates, current balances, and rates of return.
Securian’s vice president for retirement plans, Rick Ayers, says that they decided to put the QR codes on the account statement because they want to be able to provide easy access for people who want to see their information, no matter where they are, no matter what time it is.
Perhaps, one of the best lessons that any marketer could learn from Securian is that they invested in putting up the mobile site. Instead of just using their existing site, they created a separate mobile site for this campaign. Their site detects whether you are accessing it from a mobile device or not. If you are using a smartphone, it serves up the mobile page that is streamlined and easier to view. Ayers explained that the mobile site has a more concise copy, easier to click links and a more intuitive navigation. The contact links have also been modified and moved to the top of the screen.
It is very important to remember that mobile sites should take into consideration that people who view it are often on the go and in a hurry. As such, you should take time to make sure that your site displays well on any mobile screen, and navigation should be simple. Remove all the bells and whistles that are found on your full site.
Another thing that Securian’s QR code campaign could teach marketers is that it gives out really good content. Securian researched what their customers needed and gave it to them. The use of QR codes only made content delivery easier and faster.
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