Macy’s ability to create addictive in-store experiences is a major factor in its multichannel success. The retailer has just expanded its popular Backstage Pass campaign, which sees consumers scan QR codes to access celebrity fashion videos on their mobile device.

Retailer Pacific Sunwear placed its first quick response codes in stores and on print ads in March, linking to a mobile flipbook that allowed consumers to look at its new board short and swimwear lines. The codes allow retailers to enhance consumers' in-store experience while collecting valuable consumer data.

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