Analýza využití QR kódů v maloobchodě v České republice

QR codes are frequently used technology in various industries worldwide including retailing. Lately QR codes have become one of the key innovations in various tools of marketing communication of large amount of companies. For the purpose of this paper QR codes are viewed through the scope of retail companies’ marketing communication tools especially sales promotion. The aim of the paper given is to analyse QR codes usage in retail industry in the Czech Republic as well as to find out what attitude Czech consumers have towards active use of QR codes. Paper presents results of three researches out of which two are focused on supply side of a market and one on demand side of the market. Mystery shopping was used in order to obtain data from supply side of the market meanwhile the questionnaire survey was held to get data from demand side. During the research held in 2013, 1010 store units were visited to collect data and in continuous research in 2015 527 store units were included in the research focused on supply side of the market. In total 612 Czech customers participated in the research focused on demand side of the market. Results of researches focused on supply side of the market suggest that the usage of QR codes in marketing communication of retailers as well as producers of goods is increasing. The usage is becoming more effective and informative for customers and more often QR codes contain a value added for customer. On the other hand, Czech customers do not pay much attention to the QR code scanning. There are also suggestions for sales promotion of retailers included at the end of the paper