Companies today must be aware of the increasing potential for technology in every facet of their business- whether it be internal management, accounting or marketing. QR codes have emerged as an important tool in a ‘marketing team’s arsenal’.
Thus the Home Shopping Network (HSN), has attempted to feature first ever on-air QR codes as a part of a three day experiment. This move involved broadcasting hundreds of 
products each with their own QR code, allowing viewers at home to scan their TV screen, access information about the product and have the ability to purchase the product from the comfort of their own homes. Being the first retailers to incorporate QR codes, HSN has definitely taken a giant step forward in innovative thinking, but has this seemingly brilliant move paid off?
In short, the answer is no.
HSN’s three day TV special has ended, with not very satisfactory results. Although HSN was correct when doing market research, that a majority of people use their phones/notebooks while watching TV, they failed to comprehend their viewers’ comprehension of using QR codes. A majority of HSN’s viewers are women aged from 30-40, a consumer group which, although aware of the concept of QR codes, are not adept in using their smart phones to access the information linked to QR codes.
In addition to this hurdle, I would imagine many viewers being frustrated in scanning a TV. Its all very well and good to scanning stationary items, but scanning something which constantly changes is another matter entirely.
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