Shaw Floors said it will incorporate quick response (QR) tag technology into its point-of-purchase materials. QR tags are small barcode-like visuals that can be scanned by a smartphone. When scanned by a consumer, the QR automatically takes the user to consumer-oriented content via the phone’s browser.

“QR tags add an interactive element to shopping for a new floor,” said Steve Abernathy, Shaw’s director of marketing technology. “Instead of relying solely on static sales displays, consumers can choose to learn more about Shaw quickly and easily through their smartphone. While QR tags are popular overseas, particularly in Japan, they are just starting to be used in marketing efforts that target American consumers.”

Scanning the QR tags will bring consumers to a video chronicling Shaw’s Guinness World Record achievement of hosting the world’s Largest Pie Fight. The company has plans to add additional QR tag content, such as shopping and style tips, in the coming months.

To access Shaw’s QR tag content, consumers must download the Microsoft Tag Reader application, which is available at http://gettag.mobi or from the iPhone App Store. Once the application is loaded onto the smartphone, users just need to open the program and point the phone’s camera at the QR tag for it to be scanned. Shaw has created a sales sheet for retailers that walks them through the process of using QR tags so they will be comfortable explaining the technology to consumers.

“QR tags are very simple to use, and we’re confident that once our retailers scan their first tag, they’ll be hooked on the technology,” said Abernathy. “There’s a ‘wow moment’ when you watch a smartphone ‘read’ a QR tag and bring up the tag-specific content, and that ‘wow’ is an experience we want consumers to associate with the Shaw brand.”