Recently, I opened the blue Valpak envelope that arrives in my mailbox regularly. To tell you the truth, I had not opened one in years; it went straight to the recycle bin. This time around what caught my eye was the QR code on the envelope that promised more offers if I snapped it. I did, and it landed me on a generic Teleflora offer.
I did open the envelope and looked inside. Some good coupons from local restaurants, but no place that we regularly go. There were some OK services offers from plumbing to carpeting, but nothing that moved me to take action.
What most people don’t know is that Valpak is sometimes run by a franchisee locally, rather than from a national headquarters. To be clear, I have no idea how that relationship works or the mechanics around how Valpak runs operates this model. But what I do know is that I expected local offers when I snapped the QR code with my phone. It was the QR code that got me to engage with the envelope after all these years.
Valpak is still relevant. After all, they did get me to open the envelope. However, they completely missed the mark by not leveraging the unique features offered by QR codes to present hyper-targeted, local offers down from zip code level to the nearest shops to my phone’s location. One last thing; by effectively integrating mobile into the flow of direct mail offers, there is the opportunity of increasing the pass-along effect by making the offer portable on mobile devices.