The Home Depot has rolled out a nationwide mobile bar code program to influence purchase intent in-store and drive consumers to its locations via digitally-enhanced direct mail pieces and print ads.

Scanbuy Inc. is powering the program. The effort incorporates 2D bar codes that give customers immediate access to relevant information such as product rating and reviews, how-to guides and videos on specific products. The service will be introduced as part of the print ad featuring Martha Stewart Living kitchens and codes will also be placed in direct mail pieces and on store shelves.

“We look forward to introducing ScanLife mobile bar codes into our overall marketing strategy,” said Tom Sweeney, senior director of online strategy for Homedepot.com, Atlanta, in a statement.

“ScanLife bar codes provide a number of benefits to our customers such as immediate access to our video, product and how-to content and the ability to purchase online from their smartphone,” he said.

“We know our customers are already using their mobile device to assist in the purchasing process, and now Home Depot is embracing this technology to more closely connect our stores and customers to our digital content.”

Calls to Home Depot were not returned.

Here is what the QR code for the print advertisement looks like

Shoppers in Home Depot stores will be able to access information such as product demos and how-to videos, relevant accessories, buying guides, project guides and an option to purchase online.

Virtual buy button
Codes outside the store will also enable mobile users to make purchases online through their mobile device, converting any media into a virtual “buy button,” per Scanbuy.

The bar code program for Home Depot adds a new dimension to the purchase path by making it more user-friendly and interactive.

Home Depot can edit the codes as new content is available without needing to print new material. Home Depot will also rely on Scanbuy for information on the scans received as to which products customers are interested in, the location of interactions and representative demographics.

Home Depot’s codes can be scanned using the ScanLife app.

“A single 2D code in the store gives the shopper a mobile video which offers more detail on the specific product or shows how to complete a related project,” said Mike Wehrs, CEO of Scanbuy, New York. “It will also show user reviews to learn from other shoppers, detailed buying guides, and complimentary products. 

“The codes outside the store will lead to different options than inside the store which is precisely how the technology should be used,” he said. “Codes in print will give the user video, but also offer options like call a designer, request more info by email, or purchase the product on the mobile device.

The Home Depot can then track which media is providing the most traffic or sales, and then potentially adjust messaging or content based on that data.”