But what you can't really read are the instructions. OK, I had it wrong, they actually direct you to go to their website from your cell phone. I still think it would be easier to direct you to an app store rather then the multi-step process of going to the web site to download the software.
But, I was able to download the software needed right from the Android Market, so directing me there would've made this something I could do right away and then experience the value of the tag immediately. I have to think that if I'm good with this whole downloading barcodes readers to my cell phone thing, I know how to do that from either the Android or Apple app stores.
I'll go back and try it when I'm in on Friday, but there's a few, very important lessons here:
- It's got to be easy and immediately actionable. If it's a multistep process
that I need to remember when I get somewhere else, I'm not likely to do it.
- I need to clearly understand the value proposition. And if the value proposition is better for you then it is for me, I won't do it at all. What's the value of shopping online from in front of your store, when I could just walk in the store?
- Know your audience. A smart phone person who uses a barcode reader will visit the app store anyway, let them go there.
There's lots of good tools out there and there will be a day when most people use a phone-based, barcode reader to comparison shop. But, today, if it's not executed properly, it just makes it harder to drive adoption.