GPT Group’s Melbourne Central shopping centre is set to introduce Quick Response Codes (QR Codes) mall-wide.
 
The new technology, to be implemented this month and embraced by retailers located in the CBD’s newest shopping precinct The Corner, will enhance the traditional shopping experience and provide Melbourne Central consumers with increased content delivery by providing an instantaneous solution to consumer needs and social media connections, says mall management.

Melbourne Central retailers including Nike, Converse and Glue will be the first to adopt the technology. The QR Codes will be promoted throughout the centre, with the hero creative, a 28 metre hoarding, positioned at the Knox Lane entrance to the complex.

QR Codes aim to engage consumers in “an immediate and interactive way” using 2D barcodes that can be scanned by a camera-enabled smartphone.  The QR Codes at Melbourne Central provide consumers with immediate information on products, promotions and discounts, offering instant rewards that they can redeem in bricks and mortar stores in the centre.

Justin Shannon, GM of Melbourne Central, said the codes will enhance consumers’ shopping experiences, ensuring they have immediate access to information which is relevant and meets their needs.

“The technology will enable information on shopping centre activity such as discounts and specials to be in the palm of the consumers hand immediately. It will change the way consumers travel through the centre, raising the bar of the shopping experience at Melbourne Central.”

David Dullens from Melbourne Central retailer Converse, said QR Codes are a savvy way of communicating immediately with consumers already in the Melbourne Central complex however not necessarily in a physical store.

“This technology has proven to be successful overseas and we’re looking forward to embracing this in the Converse Melbourne Central store.”