The mobile channel is by far one of the most effective ways for retailers to engage customers. That claim is undisputed. According to Pew Research, 92% of U.S. adults own a mobile device with 68% owning a smart phone.

Yet many retailers and brands are still determining the best way to reach these potential customers. One tactic that continues to trouble me is the sole reliance on QR codes for direct consumer engagement. From product packaging to in-store marketing collateral, we’re still seeing them pop up everywhere.

Looking at the QR code, it is easy to see that it’s an extremely versatile technology that bridges different forms of marketing streams, most notably e-Commerce and mobile. This in turn can maximize consumer exposure to a large variety of online content, potentially generating revenue. That in itself makes it a very attractive technology.

The QR code’s biggest flaw, however, continues to be familiarity among consumers and the notion that consumers fully understand how to take action or what the code pertains to when they see them on product packaging or an advertisement. For instance, research conducted by User Insight in 2012 found that 97% of consumers didn’t even know…