QR Codes are those funky looking, square barcode images that you have likely seen popping up in more and more places, from store windows to business cards. As I’ve been visiting numerous trade shows lately, I see them everywhere. So what are they and how can they be of use to your business? A new study has just come out by comScore, Inc., a leader in measuring the digital world, that in June 2011, 14 million mobile users in the U.S. scanned a QR code with their smartphones.

“Quick Response” (QR) codes, when scanned, can link the user to any kind of online content you wish. For example, you could have QR codes located near popular products that link shoppers to product reviews. The great thing about QR codes is that generating them and using them is free. Wondering how to get started? Here are three quick tips:

Generate QR codes In order to create your own QR codes, you need a QR Code Generator, which can be conveniently found online. You can do a Google search for “QR Code Generator” and find a myriad of free generators. One popular and very easy to use generator is Kaywa, which takes just moments to create and there’s no signing in or creating an account. (iPhone and Android phone users can download an app that allows them to scan and read QR codes. Find QR code readers by searching Google as well.)

Use QR codes Once you’ve got your QR code, start putting it to work and see what happens. Some ways other retailers are using QR codes include signage posted when the store is closed that says “Our store may be closed, but we are always open online. Visit our online store now!” with a QR tag that goes directly to your online store. Or include a QR tag on your sales receipt with a link to a page on your website asking for a customer review.

Use your imagination QR codes can be used to link to anything on the web — or they can display a special message — so let your imagination and creativity come up with uses that would benefit your customers and increase their loyalty. For example, you could link to product use instructions and videos, or ancillary content such as recipes, decorating ideas or related products. You could even create a QR code to populate an ecommerce customer’s shopping cart with a batch of items, making shopping easier.

This week Google launched its new mobile wallet and daily deals strategy, Google Wallet, in New York and San Francisco. The application allows users to buy daily deals online from the deal network and store them in their Google Wallet. When they visit the retailer to redeem the deal, the “coupon” is in their “wallet” on their Android phone and the deal is applied to their purchase using Google’s single tap technology and a contactless PIN pad.

Google cites the fact that 80 percent of commerce is local as the reason for making the investment in their Groupon-killer app. Interestingly, Google will not be charging transaction fees to retailers for accepting the Google Wallet payments. They say they will instead be making money on the deals network.

What can you do? As a retailer, you already know that you want to be able to accept payments in as many ways as possible so that you never have to turn away a customer. Here are some first steps:

Get a contactless PIN pad
As mobile commerce continues to grow, you can begin to get ready for contactless payments, meaning payments where customers run their credit card or mobile phone across a contactless PIN pad. Contact your payment processor for more information. (According to the Google Wallet website you can get a free contactless PIN pad from First Data, Google’s payment processing partner.)

Learn more
You can learn more about the Google Wallet app by visiting the special website they have created for merchants. Also, you can search your ZIP code on the website to view fellow merchants that are already able to accept Google Wallet payments.

Sign up for updates
On the Google Wallet website, sign up to receive updates so that you’re among the first to know when Google’s deals network and other features are available in your area.

Recently I read a study which reported that 35 percent of customers who have opted-in to receive text-based promotional messages from retailers subsequently visit that store’s ecommerce website or physical location. That’s a pretty impressive response rate! In addition, the report says 34 percent of those folks end up redeeming the offer or coupon included in the promotional message. Although redemption rates can vary quite a bit from 11 to 65 percent, it is still higher than other forms of direct marketing, like direct mail.

So what’s this mean for you? It means that perhaps some text-based marketing, which is often paired with location-based marketing like Foursquare and Facebook Places, may be a marketing tactic for you to experiment with.

Here are a few ideas to get you started:

Claim your place on Facebook Places and Foursquare. There’s no cost to claim your location and when shoppers are in the vicinity of your business and looking for a shop like yours using their smartphone, they can receive messages and offers from you.

Look into engaging mobile marketing providers such as Placecast. The North Face uses Placecast to send text alerts to customers that have opted-in to receive such messages. North Face has perimeters set around its stores and local outdoor recreation areas. When customers enter those areas they will receive tips on hiking or biking trails in the area, as well as notifications about special offers at their local North Face store.

Talk to your customers. Begin with an informal survey of your customers asking them if they would like to receive special offers from you via text message and whether they even use text messaging. If the majority of folks you speak to seem interested, perhaps it’s something to add to your marketing mix and with the high response rates reported in the survey I mentioned earlier, it could be well worth the investment.

Promoting your social media presence with fun signage can increase traffic both in-store and online. Get creative and have a little fun with it. Remember to include clear benefits for becoming an online fan like discounts, exclusive events and free advice.

Here are a few examples of signs by retailers:

Google has launched a new service for businesses called Google Business Photos. Go online to Google Places and apply to have photos of your business taken. A Google photographer will then come take panoramic photos of your business that Google can stitch together to make 360 degree views of the inside your establishment. These photos will be added to your Google Places Page. This service will likely help potential customers feel a comfort level with your store before even arriving. Plus, I imagine that establishments with photos will rank more favorably in Google searches because it’s additional, value-added content.

Google is just now rolling out this added feature in five cities around the U.S., as well as half a dozen other countries so it’s not available everywhere. However, it still pays to apply now because the more applications Google receives from one area, the more likely Google will make your area its next stop.

Read more and watch a video about Google Business Photos.

Mother’s Day is fast approaching and you likely already have your Mother’s Day promotion plans in motion, but if not, here are a couple last minute ideas that also incorporate the use of social media marketing.

Something to keep in mind: women do most of the household shopping and make up the majority of users when it comes to social media sites like Facebook and Twitter.

Host a shopping party – Display all of your most popular Mother’s Day gift ideas prominently with signage so that they're easy to browse. Before the store opens, take a video of your store display and the products. Post the video to your Facebook page with a post that your store is the local "Mother’s Day Gift Headquarters."

Host a mother/child shopping event – Have a special shopping day for mothers to bring younger children so they can shop together. Serve tea and cookies to draw in customers… you could even have crafty gifts that children can personalize right in the store to give to mom. To tie in social media, take videos of children talking about why they love their mom and post it on your Facebook page, tagging Mom so all of her online friends can see the video.

Offer a gift with purchase – A gift with purchase promotion is common, but put a new spin on it by offering it to your Facebook fans only. Use the promotion as a way to get new fans by promoting the gift with purchase in other marketing you do, such as your e-newsletter and listing the free gift with purchase as a benefit to “Liking” your Facebook page.

I just read a very interesting article about women and their influence with online and in-store purchasing decisions. The article, written by Aileen Lee (a venture capitalist at Kleiner Perkins Caufield & Byers), points out that women have the greatest influence when it comes to shopping and social media, like Facebook, Twitter, and Groupon. Women also make most of the household decisions when it comes to spending disposable income and saving money. So, knowing this, consider how your business is reaching out to women to grow your bottom line.

Here are a few suggestions to reach out and grow your female customer base:

1. Create female-focused programs and promotions. For example, Amazon created “Amazon Mom” a program that brings together products and retailers of greatest interest to moms. You could host shopping parties, such as a “Ladies Night” for your female customers or “mom-friendly” shopping events where you provide childcare or have a child-friendly program to distract the kids so moms can shop unfettered.

2. Survey female customers. Research shows that female customers drive the majority of purchasing decisions, so take the time to survey the women that shop with you, whether formally or informally. Ask them about what products and services you can provide to keep them coming back. Also ask them what social media networks and search engines they use so you can make sure you are where your female customers are online.

3. Spend more time on Facebook. According to Lee’s article, women make up the majority of Facebook users and women spend more time on Facebook than men. Women also do more posting and interacting. So, knowing that, make sure you are reaching out to your female customers on Facebook by posting, polling and hosting promotions that attract women.

4. Create a female-friendly environment. Whether you have a fly-fishing shop or sell housewares, make sure your store is welcoming to your female patrons to boost your bottom line. Play to your female customers’ five senses and even create female-friendly store displays depending on your customer base. For example, create a display for busy moms or a display of women-specific gear and clothing.

Read the complete article.

If you're looking to spruce up your business’s Facebook page, check out an online article I found that includes an amazing collection of 20 outstanding Facebook pages. You'll likely recognize most of the brands, such as Harley Davidson and Skittles. Although your business may not have the same size budget as most of these guys do, there are lessons and best practices that we can all learn from them.

• Always have a call to action.
• Give fans a reason to keep coming back, whether it’s a contest or a fun poll.
• Fans like to see interesting and educational posts and content.
• Provide exclusive content for fans such as “fan-only” coupons or sneak peeks.
• Include reviews on your Facebook page.
• Always ask new visitors to “Like” your page.
• Know why your fans visit your page, such as to buy gift cards or read reviews.

What are some of the best Facebook pages you’ve seen?

During a recent webinar I gave on social media for the National Stationery Show, I was asked how to increase Twitter followers. Here are some of my favorite tips for retailers and wholesalers to build a bigger Twitter following.

Follow others
Twitter users believe in a golden rule of sorts, "follow others that follow you," so a great way to build your Twitter following is to follow those that you would like to follow you. Most will "follow" you back.

Host a giveaway or get charitable
Have a limited time offer for everyone that follows you during the next 30 days, perhaps entering them into a weekly drawing to win a worthwhile prize. You can also do a charitable slant and pledge $1 to a preferred charity for every new follower. Market your promotion online, offline and in-store.

Offer special deals
Offer a clear benefit to your Twitter followers, such as Twitter-only special deals. A great example is Lance Armstrong who hosts special “Twitter Rides” with his followers. Along with special deals, you must offer followers value in your tweets so make a point of knowing what your followers want to read, learn or see.

Get re-tweeted
Getting re-tweeted is like having others recommend you to their Twitter universe and it’s a great way to build your Twitter following. Check out this post on how to get re-tweeted.

Use hashtags
Using hashtags, which are just search terms or keywords preceded by a “#” (such as #retail), will enable your tweets to come up in Twitter searches. Using hashtags in your post is a good way to get additional exposure to potential followers. For example, a tweet could say: “Just received a new shipment of #Coach #handbags! Stop by and check them out today for a follower-only preview.”

If you’ve been following my blog, it goes without saying that you want to ask for folks to follow you on Twitter in all of your other online and offline marketing, as well as in your store.

Happy tweeting and let me know what’s worked for you in getting new followers.

A few days back we heard the news that Borders Group Inc., well-known for Borders Bookstores, filed for bankruptcy protection. Many of the reports I read on the subject say that one of the greatest contributors to the company’s problems was that it was too slow and too late at getting online and using the Internet to grow its business.

One way to avoid this situation it is to keep abreast of what our customers want when it comes to interacting with and buying from us. For example, we recently launched iPad versions of our magazines (check them out in the Apple iTunes store by searching for GIFT SHOP Magazine and Specialty Retail Report). The trend toward electronic magazine publishing is an exciting new advancement in the world of publishing, and it reflects how some customers want their magazines delivered.

One emerging trend for retailers is the growing number of mobile shoppers or those that use their smartphones to interact with and even buy from retailers. Even though relatively few shoppers currently use their smartphones to buy, access coupons, product reviews and store information (such as hours and location), there will come a time in the not so distant future that the majority of them will. I encourage you to start experimenting now and here are three ways to get started…

Experiment with location-based social networks like Foursquare and Facebook Places. We recently had a great article in the winter 2011 issue of GIFT SHOP Magazine on this very topic.

Make sure your current online marketing is mobile ready . Chances are your customers and potential customers are already looking for you and reading your online communications — whether it be your website, blog or email newsletter — using their smartphones. Make sure your communications are viewable on mobile devices. Use your own smartphone to see what your business looks like on a mobile device. Then check with your specific service providers for more information.

Survey your customers. You can begin right away to informally survey your customers to see if (and how) they use smartphones and how they would like you to interact with them, such as with Facebook Places and/or Foursquare, or simply with a mobile website that includes store information and coupons. Armed with this information you’re likely to have a better initial strategy for mobile marketing to your customers.

I’d love to hear how you have already begun using mobile marketing in your business.