April 13, 2011, 5:19 PM

Brookstone stores offer mobile shoppers online product data

The retailer is making reviews, videos and product information available in 30 New York stores.

Bill Briggs

Senior Editor

Lead Photo

Brookstone's m-commerce site

Specialty retailer Brookstone Inc. is rolling out a new Quick Response, or QR, code program in 30 of its New York-area stores to enable shoppers with smartphones to access reviews, videos and product information.

The mobile tool will enable shoppers to see black-and-white QR codes placed next to products on store shelves. A consumer who has downloaded a QR code-reading application to their phones can use the phone’s camera to snap an image of the QR code and view customer reviews and product videos or see a greater selection of similar products at Brookstone.com, the retailer says.

QR codes are square and store data both horizontally and vertically. Those two-dimensional codes can contain more information than a one-dimensional Universal Product Code, or UPC.

“Brookstone customers seek information so they can make informed purchase decisions,” says Ron Boire, CEO of Brookstone, No. 181 in the Internet Retailer Top 500 Guide. “Using technology such as QR codes in-store complements our knowledgeable staff and creates an online information experience in-store.”

In 2010, Brookstone launched an m-commerce site that enables customers to use any web-enabled mobile phone to locate stores, search products, make purchases and track orders.

In addition to its e-commerce site, Brookstone operates 310 stores nationwide and in Puerto Rico.

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