RICHMOND, U.K.— With RX’s new Colleqt QR technology, attendees can learn about exhibitors and products, and share their contact information, by scanning QR codes at booths or product feature zones with their smartphones, allowing exhibitors to easily generate leads.
Like RX’s Emperia Lead Manager app, which allows exhibitors to collect leads by scanning attendee badges, Colleqt QR feeds into RX’s Exhibitor Dashboard, which lets exhibitors efficiently view, evaluate and follow up with their leads, using real-time data. It can also be used to measure overall event performance and segment leads by product or category, set benchmarks and goals, and more.
Additionally, Colleqt QR reduces the need for printed materials such as business cards and brochures, increasing event sustainability and profitability, and helping RX on its mission to reach net zero carbon emissions by 2040.
Colleqt QR is browser-based, and does not require an app, making it easy for attendees to set up and use. After one use, it can capture QR codes even if an attendee is offline, though internet is necessary to retrieve or send information.
“Colleqt QR makes attendance more productive for visitors to RX events, while enabling exhibitors to capture the details of attendees they are unable to engage with at the event, ensuring they never miss a lead,” Gaby Appleton, Chief Digital Product Officer at RX said.
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RX piloted Colleqt QR at 11 events in 2023, including Arabian Travel Market, ISC West, The PGA Show, in-cosmetics global and the National Hardware Show.
Initial user analytics demonstrated that attendees needed support when using Colleqt QR for the first time. However, after several iterations of the technology, Appleton shared that attendees grew increasingly comfortable with using the technology for the first time and beyond.
“It’s a data-driven process to constantly improve Colleqt QR and make it more usable and valuable for visitors, which of course then increases usage and creates more leads for exhibitors and sponsors,” Appleton said.
“From a technology perspective, good mobile connectivity in the venue is a pre-requisite… really good testing and alignment with your registration capability is also essential… [and] communicating the benefits of these new integrated solutions to exhibitors and attendees, pre-show and on the show floor, to inform and encourage engagement is key to adoption. We have found that when customers use the solutions, they love them.”
RX also discovered that Colleqt QR saw the highest success rate at events where attendees were strongly motivated to learn about exhibitors and products, and at high-traffic booths and stands where exhibitors were unable to personally engage with every attendee.
“Colleqt QR is just one of many tools we have created as part of our Business Builder digital services, and when used in tandem with our Lead Manager App, Colleqt QR is revolutionizing how trade shows operate… The positive response to our Business Builder solutions is reflected in the high levels of customer adoption and the enthusiastic feedback we have received,” Appleton said, adding that RX plans to continue introducing innovations across its global portfolio with increasing speed.
