How many QR Codes can you spot at Modex?

The now seemingly-ubiquitous QR Code was originally invented in 1994 by Modex exhibitor Denso ADC (Booth 313) to enhance tracking of discrete components in automotive manufacturing facilities and supply chains.
By Sara Pearson Specter, Editor at Large
February 06, 2012 - MMH Editorial

The now seemingly-ubiquitous QR Code was originally invented in 1994 by Modex exhibitor Denso ADC (Booth 313) to enhance tracking of discrete components in automotive manufacturing facilities and supply chains. Recently, the codes have been further leveraged as a marketing and advertising tool.

Companies in manufacturing, warehousing, retail, transportation and logistics use the 2D codes to house information that enhances product traceability, process control, inventory management, fleet and equipment management, product identification and for order, item and time tracking.

The QR Code’s evolution as a trigger for mobile marketing developed in conjunction with the rise of smart phones and tablets, coupled with the Denso’s decision to make the technology’s patent freely available to the public from the outset, said Michael Balas, CEO of VitreoQR, the principal North American distributor of Denso’s QR Code software.

“Statistics show a 2,000%/month increase in the total number of QR Code scans, yet the technology currently only has about a 4% to 5% level of awareness,” he said.

By scanning a QR Code with a smartphone, users connect to a relevant Web page or receive targeted marketing messages such as a special offer, discount coupon, product or store information. QR Codes with the highest percentage of successful read rates, noted Balas, are those created by software that adheres to ISO Standard 18004.

“In a trade show environment, you’ll see QR Codes connected to giveway items through things like scan-driven scavenger (‘scan-venger’) hunts, as well as placed on different products to deliver information on demand that is more robust than what can be contained in a printed piece,” added Balas.

Modex 2012 is scheduled to be held February 6-9, 2012 in Atlanta’s Georgia World Congress Center. The tradeshow will showcase the latest manufacturing, distribution and supply chain solutions in the material handling and logistics industry. Modern’s complete Modex 2012 coverage.

About the Author

Sara Pearson Specter
Editor at Large

Sara Pearson Specter has written articles and supplements for Modern Materials Handling and Material Handling Product News as an Editor at Large since 2001. Specter has worked in the fields of graphic design, advertising, marketing, and public relations for nearly 20 years, with a special emphasis on helping business-to-business industrial and manufacturing companies. She owns her own marketing communications firm, Sara Specter, Marketing Mercenary LLC ( Clients include companies in a diverse range of fields, including materials handing equipment, systems and packaging, professional and financial services, regional economic development and higher education. Specter graduated from Centre College in Danville, Ky. with a bachelor’s degree in French and history. She lives in Oregon’s Willamette Valley where she and her husband are in the process of establishing a vineyard and winery (

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