July 5, 2011, 1:56 PM

Nutri-Lawn plants its mobile marketing seed

The lawn care company offers shoppers a coupon via 2-D bar codes.

Kevin Woodward

Senior Editor

Lead Photo

The app lets consumers scan bar codes and provides a handy way to access other company information.

Lawn service company Nutri-Lawn has introduced a mobile marketing campaign that spurs consumers to scan a 2-D bar code to receive special offers.

Nutri-Lawn has sent direct mail pieces containing 2-D bar codes—in this case Quick Response, or QR, codes—to certain regions within Canada. Consumers can use an iPhone, Android or BlackBerry smartphone to scan the code, which generates a coupon stored inside a scanning app called Walgo from mobile commerce technology firm Omnego Inc. Consumers who scan a Nutri-Lawn QR code with a 2-D bar code reader app other than Walgo are directed to the appropriate app store page where they can download the Walgo reader app for their smartphone.

“We recognize that QR codes are a way to extend our print offers into the mobile channel,” says Ted Dzialowski, Nutri-Lawn executive chairman. “Like social media we need to be where our customers are, and that is increasingly mobile.”

In Nutri-Lawn’s campaign, the offer prompts the consumer to call the company’s customer hotline to take advantage of the coupon. Customers have the offer in their phones and subsequently don’t have to remember to have a printed offer with them, Nutri-Lawn says.

Retailers can configure how consumers redeem the Walgo offers however they choose, Omnego says.  A merchant also can enable redemption in-store at the point of sale and place expiration dates on offers scanned by the Walgo app, Omnego says.

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