Marketing Essentials 2012Chapter 12:
Selling OvervieweMarketing FeatureHigh Capacity Color Barcode
Microsoft® developed the High Capacity Color Barcode (HCCB), which is an identification device with embedded detailed product information, as well as the ability for customers to interact with it. Microsoft's version of HCCB is Microsoft Tag. Audiovisual publishers embraced this new technology because it allows them to provide customers with the information they need to make an informed purchase decision. For example when customers scan the HCCB they can learn about a DVD's ratings, parental control, pricing, contests, and promotions. This interactive technology requires cell phones with color cameras to work. Watch for HCCBs in various media, such as television, magazine ads, movie posters, and other platforms, as well as on product packaging. HCCBs look like colored triangles arranged on a grid. Innovate and Create
Engage students in a discussion regarding the use of HCCBs as a sales tool. What role can HCCBs play in preselling customers and selling products online? What information should be provided to customers in the embedded code? How would people know to scan the HCCB seen in a magazine ad? How can HCCBs be used during the selling process when interacting with customers? What additional technology might be needed in brick-and-mortar stores to make use of HCCBs on the selling floor?  | 
