Clothing retailer Mark’s (formerly known as Mark’s Work Wearhouse) is now including QR codes in its flyers to show shoppers just how fashionable its ‘wears’ are, and help them with their holiday shopping.
The QR codes (patterns recognized by most smartphone cameras) drive shoppers to a mobile website with information on some of the retailer’s 57 style “innovations” like tank tops with built-in bras, dresses with tummy-control panels and fast-drying swim trunks.
Consumers can also get fashion tips or use a “Gift-U-Lator” that provides gift ideas based on gender and personal style.
“What we always try and do in our marketing is ensure our innovation is at the forefront,” said Dave Mazzone, associate vice-president, marketing for Mark’s.
Mazzone said working with QR codes is “still a bit of a learning experience” for the chain, but a cost effective way to produce content.
For now, the QR code–created by the retailer’s agency of record Watermark–only appears on English-language flyers as a pilot program.
“We didn’t want to take on additional costs of translation until we saw how strong it’s working for us,” Mazzone said.
Mazzone said Mark’s brand has 97% recall, but most consumers still view the retailer as a destination for work boots and coveralls.
“Were constantly trying to change people’s perceptions around the fashionability,” he said, referring to chain’s casual line.
Last spring, the Calgary-based retailer (which is owned by Canadian Tire) shortened its name to better reflect the broader range of clothing and footwear sold at its 350-plus stores across Canada.
Consumers had a hard time linking the old banner to a store that offers fashion apparel and footwear as well as work wear, said Tonya Vinje, visual merchandiser manager, at the time of the rebrand.
Over the summer, Mark’s tested its refreshed logo, store fronts and tag line,”Clothes that Work,” in 29 stores in Ottawa, Edmonton and Winnipeg.
Last week, company president Paul Wilson announced the retailer would similarly rebrand 12 of its Calgary stores over the next year. These locations will also incorporate the retailer’s new merchandising strategy that allows shoppers to test the functionality of various garments by, for example, trying out footwear on roof shingles, tiles and concrete surfaces.
