Mobile Bar code Technology in Television Commercials

Are you ready for bar code solutions that use the mobile camera phone as the link between the physical world and the digital world on your TV?

<p>A screenshot One of Bluefly’s “Closet Confessions” commercials, featuring Bethenny Frankel of “The Real Housewives of New York City,” with scannable information about things for sale on Bluefly. <i>Image courtesy of the New York Times.</i></p>

A screenshot One of Bluefly’s “Closet Confessions” commercials, featuring Bethenny Frankel of “The Real Housewives of New York City,” with scannable information about things for sale on Bluefly. Image courtesy of the New York Times.

in the News

Q4 2017 Rail/Intermodal Roundtable: Improvements apparent; work remains
The State of the DC Voice Market
A “trucker’s market” is likely for 2018, says prominent industry analyst
Spot market conditions remain in a better than good place, reports DAT
NextGen Supply Chain: Time to pay attention to autonomous vehicles
More News
By ·

First, this is a workplace appropriate blog with nothing remotely to do with the sexual orientation of bar codes.

I don’t know about you, but I get a kick when my professional life intersects with my personal life. I work at home and check out CNBC and cable news during lunch. Today, as I was rummaging through the fridge for something to eat, on comes a UPS commercial with someone singing about the joys of logistics to the tune of That’s Amore. My wife will tell you that I could’ve written those lyrics.

Fast forward a couple of hours, and I just clicked on the New York Times after editing a story on multi-modal data collection by Sara Specter that will appear in our October issue. A headline caught my eye: Bar Codes Add Detail on Items in TV Ads”>Bar Codes Add Detail on Items in TV Ads. The technology is supplied by Scanbuy.

I’ll bite. According to Elizabeth Olson, the reporter, bar codes are popping up on the Bravo cable station in television ads created by online retailer Bluefly. The 45-second ads show “snippets” of interviews with fashion designers and fashionable celebrities.

If you happen to point a cell phone equipped with a scanner at the on-screen bar code, you’ll be linked to specially-created “Closet Confessions,” five-minute long episodes that feature interviews with fashion designers and celebrities who take the viewer on a tour of their closets. You’ll also be offered a $30 discount on a $150 purchase at bluefly.com.

The Times says the bar codes use a traditional “quick response” bar code to connect a viewer to a website or video from the advertiser.

As far as I know, I don’t have a bar code reader on my BlackBerry. If I did, I’m not sure if I want to start scanning my television to check out Nicky Hilton’s closet. Some doors should just be left closed. But, a Bluefly executive tells the Times that “Closet Confession” fans have increased the size of their shopping orders by 50% since the bar codes started running.

As a supply chain guy, I have just one word of warning to Bluefly: We all know that bar codes are pretty reliable, but they occasionally misread. I hate to think of what might show up on my phone with the wrong scan.

From more information on Bar Code systems, check-out Modern’s Critical Topics page on Mobility: Mobile and Wireless Systems


About the Author

Bob Trebilcock
Bob Trebilcock, editorial director, has covered materials handling, technology, logistics and supply chain topics for nearly 30 years. In addition to Supply Chain Management Review, he is also Executive Editor of Modern Materials Handling. A graduate of Bowling Green State University, Trebilcock lives in Keene, NH. He can be reached at 603-357-0484.

Subscribe to Modern Materials Handling Magazine!

Subscribe today. It's FREE!
Find out what the world’s most innovative companies are doing to improve productivity in their plants and distribution centers.
Start your FREE subscription today!

Latest Whitepaper
Capturing Labor, Space, and Accuracy Returns with AS/RS
Find out how the demand of e-commerce and digital age expectations are driving the need to automate material handling with AS/RS solutions to improve labor productivity, save space, and reduce costs associated with inaccurate picks
Download Today!
From the November 2017 Modern Materials Handling Issue
A new facility, iPhones and a new WMS allowed cookware manufacturer Lodge to double its business for the fourth time in 20 years and shorten order delivery time from 10 days to three.
10th Annual Salary Survey: The Price of Performance
Let’s put Automatic Data Capture (ADC) Technology to Work
View More From this Issue
Subscribe to Our Email Newsletter
Sign up today to receive our FREE, weekly email newsletter!
Latest Webcast
The State of the DC Voice Market
A lot has changed in the last 10 years, especially in voice technology. This webinar will cover the state of the voice market, review two leading voice solutions and help you gain a better understanding of the options and capabilities available today.
Register Today!
EDITORS' PICKS
Lodge Manufacturing: Distribution Cast in Iron
A new facility, iPhones and a new WMS allowed cookware manufacturer Lodge to double its business for...
Rochester Drug Cooperative: Robots ready for work
It’s still early stages, but Rochester Drug Cooperative is proving that mobile robotic piece...

System Report: Pouch sorter powers Stage’s fulfillment needs
How a hometown department store chain transformed its e-fulfillment processes with pouch sortation...
Cubing and Weighing Equipment: Measure Up
The use of cubing and weighing equipment is growing beyond dimensional weight applications.