Review of Moosejaw’s 2D-Code Experience

Dave LawsonMoosejaw is using a QR code to give access to an “X-ray” app that lets you “see through” the clothing of the models in their catalog. Check it out here:
I’m definitely a fan of mobile strategy execution that provides an engagement like this for shoppers, and this one is awesome. I mean that sincerely – I wholeheartedly applaud this effort. Based on originality and experience alone, Moosejaw’s effort is 10X better than the next closest catalog execution I’ve seen. Plus, I appreciate and “get” the off-center brand ID of Moosejaw (it resonates well with my own sensibilities).

The clean operation, no-frills navigation, rich interface and details (like the changing of depth of field), and on-brand/theme presentation of creative all are superb.

When looking at the use of a 2D code, you might want to consider the following if you are executing on a similar concept.

  1. Connection – The 2D code for the X-ray Vision App really only enables the downloading of the app itself. That is the essence of a 2D code – a connector to an experience or information. Nothing earth shattering here.
  2. Detection – The QR code, however, didn’t just take me to an Android app. It offered me an additional step where I had to choose between OSs. No big deal there, but we’re talking total experience excellence here, so a step that perhaps could have been avoided with an auto-detection of my device type and a direct link to a download.
  3. Flash Fail – Once at the store, download was clean and the app worked flawlessly on my device. However, from the link above, it would have been a different experience all together on a Mac-based computer. No flash on Macs means the catalog doesn’t work.
  4. Other Points – A couple other dings on an otherwise polished experience: Other QR codes in the catalog aren’t scannable with the app I just downloaded, so I have to leave it, open another scanner app to scan the additional codes. This takes me to publicly available videos (outside the app and catalog) found on YouTube on the Moosejaw channel to highlight the product that I see. Points given for keeping these videos on theme for the catalog, being easily viewed (short run, no pre-roll), and well produced. Points deducted for the disconnectedness of the experience mentioned above.
  5. Conversion – There are opportunities missed to turn this shopping experience into a buying experience without requiring a change of course. They do a great job of frequent URL mentions and ample customer care call-in numbers throughout the catalog. As a connected consumer, I know I could figure out how to buy things from Moosejaw, probably 10 different ways. The inclusion of a “buy now” or “add to cart” functionality in the app or an easy “click to call” in app is a simple suggestion, but one that is most “on experience,” especially as mobile wallets and comfort with mobile-only transactions are on the rise. This could easily be a gateway for loyal Moosejaw consumers to register a “mobile fast-track” for future purchase. For instance, this could even be activated via QR scan from a basic direct mail post card, making it easy for people to buy via mobile device.
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