The QR codes appear on mail statements for Chase Slate cardmembers. Chase has used a variety of marketing channels in the past to promote its app, including television, print and mobile advertising.

“The strategy for a financial institution to use QR codes is the ability to engage the end-user and create a sense of loyalty,” said Bobby Marhamat, founder of Hipscan, Menlo Park, CA.

“Most financial institutions are finding it difficult to attract and retain younger generations and form a solid relationship with them,” he said.

“As younger generations are in general more difficult to connect with and create loyalty, using a QR code to further engage and build a relationship from the onset would prove quite rewarding.”

Mr. Marhamat is not affiliated with Chase. He commented based on his expertise on the subject.

Chase did not respond to press inquiries.

Download drivers
The QR codes are placed on the back of envelopes mailed to Chase clients.

There is a call-to-action across the seal of the envelope that reads, “Manage your account with Chase mobile app.”

Underneath, a QR code prompts users to scan to download the app.

Copy on the envelope tells users that the app is available on iPhone, iPad, BlackBerry, Windows and Android devices. A link to Chase’s mobile site is also included in the call-to-action.

When users scan the QR code, they are automatically directed to the correct app store for their device.

With mobile banking gaining steam, Chase is smart to directly promote its services on credit statements that are sent to clients.

Some financial institutions are using mobile banking for acquisition. Many however are using it for retention to offer consumers an additional way to use the company’s services.

Educating clients on how to use mobile banking is still a big push for many financial institutions. By taking advantage of other forms of collateral – in this case a banking statement – Chase is able to target its existent users.

Mobile past
Chase is no stranger when it comes to advertising its mobile services.

For example, last year the company ran a mobile ad campaign to promote its Chase Freedom program. Users could play a mobile game in exchange for learning more about how they could earn cash back from using their credit cards (see story).

Furthermore, the company used rich media earlier this year to propel sign-ups for its prepaid credit card program (see story).

QR codes can be particularly effective at increasing app downloads for brands, according to research from Hipscan. The company claims that an average user is 50 percent more likely to download an app if it is readily available to them.

“QR codes placed on direct mail can direct potential buyers instantly to an online sell or information page, play an interactive video or even take the user to a branded game that allows them to enter a sweepstakes,” Mr. Marhamat said.

“QR codes serve as an immediate call-to-action at the moment of consumer engagement. They offer quick access from a static direct mail piece to a wide variety of online destinations that can touch the end-user and further their relationship with the brand,” he said.

“The simpler these things are the more likely end users will do them.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York