A former boss named Dave Thomas (no, not that one) coined a phrase anticipointment to describe poor delivery after raising a consumer’s expectations via marketing.
Watch maker Christopher Ward’s mobile efforts can be described this way.
As I told Mobile Marketer, the company has erred in sending prospective customers to mobile devices via a QR code prompt.
“For a company all about time, Christopher Ward inexplicably takes mobile users back with a non-mobile-optimized site that disappoints. Magazine readers who go there have no clear path to educate themselves, learn more about the products and, most importantly, buy.
“Rather than drive purchases, I think that it puts a huge hurdle in the way.”
The full article is here - http://www.luxurydaily.com/christopher-ward-aims-for-sales-via-qr-code/