Bar Code
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The use of bar code SMS in mobile marketing, advertising, CRM
Bar code SMS takes place when 1D or 2D bar code images are sent
to mobile phones. The user saves the image and present it at the
access / pay point. Bar codes could be sent using MMS, EMS or
SMS technology. 1D Images are scanned with standard scanners
whereas 2D images would require a 2D scanner.
Anybody that frequents shopping malls are familiar with the bar
coding systems used by retailers to ease the line at the pay
points. No more long lines at the till as the operator just
pulls the product past the scanner and voila - the buyer pays
and are on their way.
What most people do not realize is that the bar coding systems
entails more than just the code being scanned with the scanner.
The systems normally plugs straight into a database, which is
also hooked up with the accounting system and the moment the
item is scanned, it deducts the item from the warehouse's
inventory. Each product in the database has a minimum stock
level - the moment it reaches that stock level, it sends out an
alert that x amount of a product needs to be ordered. Automated,
convenient, easy.
The above sample system serves to explain how and why bar codes
are used in the offline or sales / Warehousing side of business.
Nowadays the same principles apply to mobile technology.
With the ability of bar coding systems to be incorporated with
Office functionality, convergence of technology opened a new
automation arena in the business world. I am sure all of us at
one point or another queued at the movie theatre to watch our
favourite movie.
Just imagine no more long lines - you arrive at the movie
theatre with your mobile phone, walk past a scanner where a bar
code on your mobile phone is scanned and you take your seat to
enjoy the movie!!! That is how easy it could be with mobile
ticketing (mobile bar coding).
The process is simple - let's use e-ticketing as an example: A
customer visits the venue's web site where they book and pay
online. Confirmation of their booking or ticket is received on
their mobile phone via bar code SMS. The client saves the bar
code SMS and present their mobile phone upon arrival at the
venue, where it is scanned and access allowed.
Now that is service!!!! E-ticketing will apply to many events -
for example the upcoming 2010 World cup soccer in South Africa,
the rugby and soccer matches which takes place weekly,
conferences and events that are organized also requiring access
- just to name a few.
Mobile bar coding also plays an important role in customer
services (CRM). Retail stores that send out discount vouchers
with snail mail could now replace the paper work with bar code
SMS - on condition of course that customers give their
permission. Instead of posting vouchers, retailers could SMS a
bar code discount voucher to their clients. The client saves the
barcode on their phone. Upon arrival at the store they present
their mobile phone with the saved bar code at the pay point. The
bar code is scanned in, discount allocated to the purchase total
and new balance due calculated.
Besides the convenience factor the marketing department also
obtains a method of measuring response on promotions. With the
bar code scanner hooked up to the till, which is hooked up to
the office back end and accounting system, tracking of clients
making use of discount vouchers is easy to obtain. A marketing
executive's dream, as reports are produced with the push of a
button.
Convergence of mobile and web combined with offline/online
technologies are inevitable. We believe it is the companies that
join the wireless revolution that will benefit most. They will
retain more clients as they show that they carry the best
interest of their customers at heart through eliminating any
situation that could lead to customer dissatisfaction.
About the Author
Marinda Stuiver has been involved in mobile, web convergence for
the past 4 years with 8 years experience in online marketing and
web development. Recently convergence of technologies with the
partnership formed with FirefoxIE lead to FirefoxIE SMS.
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