Retailers adapt to brave mobile world

Two years ago, I downloaded a scanner app popular with shoppers in Asia, where they could scan barcodes to get extra information about products, offers and discounts.

It wasn't very useful because American retailers were slow to adapt to the mobile world, but it looks like they're finally catching up, bringing more information to the consumers where it matters, on the selling floor.

I was shopping for a printer/scanner/copier at Best Buy and found it somewhat useful to scan a code leading to reviews of various printers. I say "somewhat" because it's hard to know how many of those reviews are corporate plants, but nevertheless, I was happy with the HP I bought.

Macy's has adopted the mobile mindset in a big way, introducing its Macy's Backstage Pass campaign with QR codes that can be scanned with your phone by downloading any QR reader app, to unveil several videos featuring their celebrity designers and fashion authorities offering tips on the spot. One of the first short video has designer Rachel Roy talking about mixing and matching spring's prints.

Other videos feature makeup artist Bobbi Brown, Sean Combs, Tommy Hilfiger, Michael Kors, Greg Norman for Tasso Elba, and Irena Shabayeva for I.N.C. In a few weeks, there will be more videos featuring Martha Stewart and Madonna for Material Girl.

If you're pure old school, don't worry, you won't be left behind (yet). You can also view the videos online at www.macys.com/findyourmagic.

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One of the most amazing examples of QR codes I've seen was commissioned by the New York Times Magazine for its 10th annual "Year in Ideas" issue. They created the code with colored balloons. So amazing! You can watch the video by scanning the code above (it leads to several issue-related videos, some that may not make sense without having read the magazine), or clicking here:

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M.A.C Cosmetics

In another example of using mobile geo-based apps, M.A.C is tapping into Foursquare's audience for the launch of its Wonder Woman Collection of bright, vivid-color eyeshadows, pigments, lip and nail color, plus accessories. The introduction runs noon to 7 p.m. March 4 to 6 at the Ala Moana store.

Shoppers can check in with Foursquare to see if Wonder Woman has left any special stickers. A select number of stickers will reveal a special gift of a limited edition M.A.C Pow! ring.