Most recently The Wall Street Journal ran a series called “What They Know” addressing online tracking of consumer data.  And yesterday the New York Times wrote an article indicating a “showdown” for online privacy is inevitable.  The same could be said for mobile apps.  Do you know the privacy policy for the last app you downloaded to your smartphone?  Most likely the answer is “no.”

This fall a joint study conducted by Intel Labs, Penn State and Duke University revealed most of the applications they examined accessed users’ location, phone information and usage history.  Depending on the application’s function, you may be fine with it knowing your location.  However, many of us don’t necessarily consider what the company may do with our usage data. 

This study found that applications rarely made their privacy policies known.  Patrick McDaniel, associate professor, Computer Science and Engineering at Penn State said “Users must trust that applications will only use their privacy-sensitive information in a desirable way.” 

We realize personal data is a major concern to consumers.  That’s why we state clearly on our CardBank app Features listing: 100% Private, app does NOT track usage statistics or collect your membership number.  There are similar loyalty program/shopper card apps who track user activity and buying habits.  Bar Code Graphics is proud of this committment which makes us stand out from competitors.  Watch this space for news on our latest update to CardBank coming soon.

What shouldn’t be overlooked while examining changes to your packaging is the use of the barcode.  It sounds simple, but can be the last item considered if it is not set as a priority early in the process.  Print contrast is a critical component to barcode scanability at Point-of-Sale. 

Don’t rely on the background color as contrast for your barcode when you considering packaging changes.  Keep it simple.  The higher the contrast, the better the scan.  Use a white background for optimum scan rates in order to make your new packaging a real success at checkout.

PRESS RELEASE Chicago, IL October 10, 2010 – As the Sunrise Date rapidly nears, more coupon promotions are integrating the interim GS1 DataBar™ symbol. The first phase of the GS1 DataBar™ Coupon transition required an interim coupon format which included a UPC/EAN and a GS1 DataBar™. Beginning January 1, 2011 consumer goods manufacturers should start migrating towards the final GS1 DataBar™ coupon format, which includes only a GS1 DataBar™ barcode symbol. The interim UPC/EAN component for coupon barcodes should be eliminated after June 2011.

This would enable the bar codes to fit on smaller coupons or free up space on larger coupons by narrowing the width of bars and spaces in the bar code.  It could save half and inch or more in width without sacrificing data storage.

Via Supermarket News, stakeholders may contact Logan Kastner, senior manager, industry affairs, Grocery Manufacturers Association at lkastner@gmaonline.org with their feedback on the proposed changes by November 24.

To learn more about the types of DataBar formats, visit our website.

You don’t necessarily need a special display to engage with your potential customers.  A prime example is the recent Canon printer promotion which has placed 2D barcodes on display models in brick-and-mortar outlets such as Best Buy.  Canon took into account over 90% of all digital imaging product purchases occur at traditional storefronts.

Their marketing agency, Knotice, utilized the purchasing history to direct consumer attention onto the display models rather than exterior packaging. 

“Affixing the label to display models has two valuable assets, speed to market and getting that information in front of the shopper at the point of decision,” Bryce Marshall, director of strategic services at Knotice, said.

Take the time to consider your customer and purchasing information to connect directly.  Perhaps you’ll use one code to direct the user to facts and information and another for ‘special’ content.  And perhaps it is best to have the code on the exterior of your packaging.  Again, the possibilities are endless.

This is a bold move by Canon and we look forward to hearing the results of their campaign and lessons learned.

PRESS RELEASE Chicago, IL October 10, 2010 – As more major brand owners are turning to 2D barcodes for connecting with smartphone equipped consumers, the scannability and print quality of these barcodes is crucial. 2D barcodes, such as QR Codes, are becoming increasingly popular. Mobile barcode campaigns are being integrated in signage, advertisement, cover design, and promotions. However, if a consumer with a smartphone can not easily read the barcode, they will be less apt to scan barcodes in the future. More importantly, this negative experience might possibly taint their perspective of the brand owner.

When a UPC barcode can not scan at a store, the cashier can manually enter the information and the customer is minimally inconvenienced. However, if smartphone equipped user can not successfully can a 2D barcode and there isn’t a destination web address specified next to the barcode, they will be frustrated for the time and effort wasted.

“Our complimentary digital barcode evaluation service is a powerful resource which helps save money by catching potential mistakes before printing occurs and consumers are impacted.” said Andrew Verb, President. 

Companies attempting 2D mobile barcode marketing campaigns must appreciate the importance of symbol print quality and the consumer experience. Although many 2D mobile marking services include barcode images, these file formats are normally not high enough quality for major campaigns. Digital file formats such as .bmp, jpg, gif, and .tif, do not provide the necessary resolution required for mass replication. Barcode files should always be provided as vector based images, such as .eps or svg.

In addition, many services that provide barcodes use terms such as “flawless”, “high precision”, or “perfect”. These are simply subjective marketing terms with no substantiating evidence of accuracy. Bar Code Graphics, Inc. has been a leader in barcode origination and print quality since the inception of the UPC barcode. In order to distinguish the accuracy of provided .eps digital barcode files, Bar Code Graphics received GS1 US certification in 2005 for their barcode engine (PrecisionCode) which powers www.createbarcodes.com . All linear and 2D barcode symbols, including QR Codes and Data Matrix, can easily be created. This application is the only software to ever receive certification to produce digital barcode files which adhere to GS1 and ISO barcode standards.

In today’s digital world, quality control for barcode symbols is challenging. It is crucial for users throughout print production to be able to validate and check the quality of digital barcode files. The EPS Validator website , www.epsvalidator.com , will display the barcode language, encoded data, sizing, and bar width adjustment of any bar code file (.eps) created from Bar Code Graphics’ GS1 certified application (PrecisionCode). The EPS Validator allows manufacturers, ad agencies, printers and graphic designers the ability to confirm that the appropriate barcode is being utilized and avoid costly errors. The EPS Validator is web based and requires no additional software installation. Users simply need to upload a provided digital barcode and the results are displayed instantly. Furthermore, subscriptions are not required so anyone involved in a barcode print job can easily check provided digital barcode files for free. www.epsvalidator.com.

Just as barcode quality control procedures are already integrated into other barcode printing processes for UPC and coupon barcodes, 2D mobile marketers must establish protocols to evaluate 2D barcode before a campaign is released to the public. Common testing procedures should go beyond evaluating scan performance with a few sample phones. Proper barcode testing should included ISO/ANSO evaluation against known industry standards. Bar Code Graphics, Inc. provides specialized testing services for all POS, Shipping Label, Coupon and 2D barcodes.

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About Bar Code Graphics
Since the inception of the UPC, Bar Code Graphics has been a major provider of bar code artwork and is recognized as one the leading authorities on bar code print quality. In 2001, www.createbarcodes.com was launched as the first online application to instantly generate .eps barcode files for all types of symbols. In 2005, our application (PrecisionCode) received GS1 certification and is the only software approved to create digital barcode artwork. Over 55,000 users have relied on www.createbarcodes.com. Bar Code Graphics is also the largest North American testing center for barcode evaluations and administers barcode compliance for many of the top US retailers.

Consumers are beginning to see them in more places, but don’t risk the loss of a potential transaction. Consider the value of adding a similar visual guide when planning your next campaign which incorporates QR Codes. Keep it clean and simple without seeming to talk down to your audience. Explain the type of content they will be able to access.

Remember, you may not have another opportunity to reach the same consumer. This video is one example of an efficient and cost-effective way to improve the user experience for your next marketing campaign.

The most effective way to reduce and/or eliminate offset expenses is to hone in on performance.  You can improve your company’s performance as we have outlined in our most recent newsletter:

1.  Confirm compliance.  You know the phrase about the word “assume” so don’t make the assumption your company is in compliance.  Certify your GS1-128 shipping labels.  New personnel and system changes require updated certification for each retailer.  A simple $75 testing/certification fee will go a long way in saving your company thousands of dollars and conflict with key trading partners.

For more info go to:  www.barcode-us.com/testing/retailerPrograms.html

2.  Educate key personnel handling cartons.  Emphasize the importance of GS1-128 Shipping Label Placement to any and all personnel responsible for handling cartons.  Compliant labels placed on the wrong panel are of no value to retailers who scan cartons using fixed mounted scanners on conveyor belts.  Supply chain requirements can vary a great deal between different retailers.  Label placement is crucial; keep your personnel informed.

3.  Perform routine maintenance.  It sounds simple enough but keeping your printing equipment in top form is invaluable.  Confirm supplies are suited for your application.  Did you know print quality related issues account for the largest percentage of GS1-128 complicance charges?  It pays to be proactive.  If you are using thermal printers to generate GS1-128 shipping labels, replace the printhead and better yet, keep a spare in-house.

4.  Constantly review requirements.  Track requirements and convey information to key personnel within your company.  Stay current and make this a part of your routine.  If your company does business with several retailers, go to www.tradingpartner.info and sign up for a free 30-day trial subscription to keep you and your staff updated.

It is each company’s responsibility to share this objective and implement the necessary processes to achieve 100% compliance.  The keys to success are rooted in Communication, Education and Training of each retail trading partner requirements.  If your company is in need of assistance, contact us – we’re here to help you with your shipping label needs and compliance.

Leading up to the Labor Day weekend as thousands of people will take to the road, the EPA and U.S. Department of Transportation announced proposed changes to new vehicle fuel economy stickers.  Car dealer showrooms have displayed the same stickers with basic highway and city MPG information for the past three decades. 

New information will be provided to help consumers in their shopping experience.  The proposed sticker to the left even grades the car on its fuel efficiency level favoring the electric and hybrid models. 

What we noticed immediately was the inclusion of QR Codes on both versions of the sticker.  Smartphone users will gain quick access to compare models, for instance.  This is yet more proof of the rapidly growing use in QR Code adaptation. 

Both agencies will be accepting public comments regarding the stickers before one will be chosen.  To learn more, you can read about them here.

- Andy Verb (President, Bar Code Graphics)

Scannable Mobile Barcode: Size, printing method and material
Be consistent with the type of promotion you are creating. The barcode itself should be given equal consideration to the promotion’s typeface, copy and placement. A 2D barcode should be in a prominent location and include information or instructions. US consumers are beginning to pick up on the use of 2D barcodes, but make it clear the incentives or information they will find by utilizing the code. Don’t assume consumers know what to do or why they should engage.

What size barcode to use?  Best practice guidelines use  shorter URLs to minimize symbol size.  Match the symbol size with barcode type, your printing process, and material. There are many examples of current 2d barcode campaigns using symbols which cannot be easily read by mobile devices.

Quick Tip:

Open source barcode language (QR or Data Matrix) is recommended. Although significant players in the market tout their proprietary software, they often lead to poor user experiences.  Don’t gamble. If you risk it, you may sacrifice your future mobile projects.  Since this technology is still in it’s infancy, poor user experiences will taint future participation.  Always test using a variety of scanning software and mobile devices. 

Positive Customer Experience:  Mobilize landing page
While you are in the planning stage, consider whether your site and/or landing page is optimized for mobile viewing. A webpage designed for a PC-accessed campaign is not the same. Keep in mind the page should load quickly, limit scrolling and eliminate lengthy text. Each mobile provider has a different screen resolution. If you have these elements tackled for the mobile user, you are on the right track to providing a positive user experience.

  
Make It Count: Define your landing page goals
Think less about “wowing” users with a concept and more about your purpose. Ask yourself if this landing page directly ties into your original promotion purpose. Make your call to action clear and measurable. Don’t make customers or potential clients search for relevant info.

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Bar Code Graphics, Inc. not only provides digital barcode files for your 2D barcode campaigns; we can also assist with your marketing programs.