Seven ways how in-store QR codes negatively contribute to customer experience: A study of fashion store customers

Abstract

In brick-and-mortar (B&M) fashion stores, in-store QR codes are emerging in-store technologies that can integrate online channels into physical stores. However, in-store QR codes are not extensively used by customers, and their presence may negatively contribute to Customer eXperience (CX). In this qualitative study, we implemented three sets of QR codes in a Finnish fashion B&M store: online store, social media, and online survey QR codes. Then, we interviewed 16 customers who had visited the store about these in-store QR codes and their CXs. The study identifies seven ways how in-store QR codes negatively contribute to the cognitive and affective dimensions of CX. The negative contributions to the cognitive dimension include distracted focus, risk assessment, and negative evaluations. The negative contributions to the affective dimension include pressure, anxiety, insecurity, and annoyance.