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Pitney Bowes survey finds younger consumers open to QR codes

BY Marianne Wilson

Stamford, Conn. — Quick Response (QR) codes are gaining increasing acceptance among consumers in North America and Europe, particularly among younger consumers, according to a new research report commissioned by Pitney Bowes.

QR code usage as reported by more than 5,000 consumers surveyed stands at 15% on average and at 27% for consumers 18 to 34 years old, according to “QR Code Use” study.

“Consumers have become conditioned to getting things at their fingertips and QR Codes enable the coupons and deals that appeal to be easily accessible,” said Justin Amendola, VP global SMB digital strategy, Pitney Bowes. “As marketers move toward measuring real time results of their campaigns, QR codes deliver a few of consumers as them change lanes from one channel to another. Whether you are a local bridal shop or a multinational packaged goods brand, QR codes are a measurable new marketing tool that’s gaining traction with consumers.”

Pitney Bowes offered the following six tips for marketers implementing QR codes in campaigns:

  • Focus on printed pieces such as magazine ads or packaging.
  • Attach a message to communicate the customer value of scanning the code.
  • Offer a mobile-friendly landing page.
  • Use QR Codes to integrate your digital and physical marketing programs.
  • Measure and analyze results.
  • Acknowledge, thank and reward your customers.
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P.Lab says:
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OPERATIONS

Staples names chief culture officer

BY Staff Writer

Framingham, Mass. — Staples announced that John Burke, SVP business services, has been named to the newly created position of SVP chief culture officer. Burke joined Staples more than 23 years ago and led its Business Services team for 12 years.

In his new role, Burke will lead global efforts focused on building Staples’ culture and will be responsible for driving improved associate engagement. He will champion Staples’ approach to ethics, environmental sustainability, community relations, and diversity and inclusion. Burke will also serve as president of the Staples Foundation, the company’s non-profit philanthropic organization.

“Staples has a unique culture that is critical to Staples’ long-term success,” said Ron Sargent, Staples’ chairman and CEO “John has a long record of successful leadership and a deep understanding of Staples culture. He will be instrumental in ensuring that Staples’ culture and values support our business transformation.”

Burke will be responsible for driving awareness and coordinating Staples’ approach to corporate responsibility. He will act as Staples’ culture ambassador, both internally and externally, and will advise the executive team on related topics.

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FINANCE

Toys ‘R’ Us donates $1 million to post-storm relief fund in New Jersey

BY Staff Writer

Wayne, N.J. — The Toys “R” Us Children’s Fund announced it has made a $1 million donation to the Hurricane Sandy New Jersey Relief Fund, created by New Jersey’s Governor Chris Christie and First Lady Mary Pat Christie to aid, comfort and rebuild the Garden State in the wake of the devastation that impacted so many children and families.

Toys “R” Us has been based in New Jersey for 38 years and today has more than 4,000 employees statewide across 45 stores, regional offices, its corporate headquarters and the company’s largest retail distribution center in the country. Together, Toys “R” Us, Inc. and the Toys “R” Us Children’s Fund have a long history of giving back to the communities they serve by keeping kids safe and helping them in times of need.

“On behalf of the thousands of Toys “R” Us employees who call New Jersey home, we are very proud to support the Governor and First Lady in their efforts to rebuild across the state in the aftermath of Hurricane Sandy,” said Jerry Storch, chairman and CEO, Toys “R” Us, Inc. “We take very seriously our responsibility to be a caring neighbor in the communities we serve, and hope this donation to the Hurricane Sandy New Jersey Relief Fund will help provide assistance and comfort to the many children and families who were impacted by this disaster.”

The donation to the Hurricane Sandy New Jersey Relief Fund adds to the company’s continuing efforts to help kids and families affected by the superstorm.

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