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Target and Disney Use QR Codes in Latest Marketing Initiative Aimed at Children


Australian discount department store Target just recently launched an interactive virtual wall that makes use of quick response codes to sell Disney products. This e-commerce initiated is aimed at young customers.

The interactive wall was installed out of store, specifically at Event Cinema at Castle Hill in Sydney, just in time for the screening of the Disney animated classic, Cinderella. This movie was first released in 1950. The short-term wall aims to sell certain products under the Disney brand, like DVDs, costumes, and toys.

The wall bears a QR code, which, when scanned using a smartphone equipped with a Disney Princess Store application or any other QR code reader app, will take scanners to the Target website. Scanners can then purchase their desired Disney products through this site.

The local retailer and Disney believe that young kids will be watching the movie with their parents, so they can use their mom’s or their dad’s smartphones to scan the QR codes on the interactive wall. Parents can, in turn, teach their children how to these three-dimensional barcodes work and how to scan them successfully.

While this particular e-commerce QR code initiative is the first of its kind for Target, the discount retailer is no longer new to QR codes. Target has been using these codes to take consumers to online content such as videos.

According to a Target spokesperson, the department store currently has no plans to launch a virtual wall that is more permanent. It clarifies, however, that it is looking at how this one works and it’s not closing its doors to another one of this kind of project. Moreover, Target says it is always looking at new ways to interact with its customers.

Other companies that have used an interactive wall as part of an online marketing strategy include shoe retailer Wittner, bookshop Co-Op, and fashion chain Sportsgirl.

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