QR Code Retargeting Project
Overview
Crazy Lenny's is exploring a QR code system for in-store bikes, inspired by a model used by car dealerships. The opportunity extends beyond simple product info delivery — by routing QR codes through dedicated landing pages hosted on Crazy Lenny's own domain, Asymmetric can drop a retargeting pixel on every visitor and run targeted ad campaigns to them afterward.
The project scope and format are still pending client confirmation, but the strategic retargeting angle is well-defined.
Background
A friend's bike shop uses QR codes on small in-store stands next to each bike, linking to information about that specific model. Crazy Lenny's wants to implement something similar. Karly raised the idea with the client and is awaiting a decision on the preferred format.
Open question from client: Does he want individual landing pages per bike, links to the bike on a shop page, or links to the manufacturer's site?
Strategic Opportunity: Retargeting via Landing Pages
The most valuable implementation routes QR codes to dedicated landing pages built on Crazy Lenny's website rather than to external manufacturer pages or a generic shop listing. This enables:
- Pixel drop on every scan — anyone who scans a QR code and lands on the page gets a retargeting cookie placed by the site's existing pixel.
- Targeted ad campaigns — those visitors can then be served ads across the web (e.g., display networks, Google, Meta) for the next 30+ days.
- Behavioral data — aggregate data on which bikes are scanned most frequently informs inventory and marketing decisions.
"If they scanned like a page that's we've built on the website, like the QR code takes them to a page that we built on the website... can we add that retargeting cookie to that landing? We can have the retargeting pixel running so that when they go to anybody who visits one of our web pages, we can retarget them."
— Mark Hope, 2025-12-05 call
This approach mirrors how car dealerships use QR codes to build retargeting audiences from in-person lot visitors.
Landing Page Format Options
Three formats were discussed with the client:
| Option | Description | Retargeting Possible? |
|---|---|---|
| Individual landing pages (per bike) | Custom page per model with photos, specs, voiceover/video | ✅ Yes |
| Shop page link | QR links to the bike's listing on the existing shop | ✅ Yes (if on-domain) |
| Manufacturer site | QR links to external brand page | ❌ No |
The individual landing page approach offers the richest experience and full retargeting capability. Mark noted these pages could include a photo of the bike with a voiceover describing features — a format used effectively in automotive retail.
How the Retargeting Works
- A retargeting pixel (e.g., Google Ads, Meta) is installed site-wide on Crazy Lenny's domain.
- When a customer scans a QR code and lands on any page on that domain, the pixel fires and drops an anonymous cookie.
- That cookie enables ad networks to serve targeted ads to the visitor as they browse other sites and apps.
- No login or personal information is required from the visitor for this to work.
This is distinct from logged-in personalization (e.g., "we saw you were looking at X" messages), which requires the user to have an account. Retargeting works anonymously at scale.
Current Status
- Awaiting: Client decision on preferred QR code format and landing page scope.
- Karly told the client Asymmetric can build whichever format he chooses.
- A separate new website for a new brand was also mentioned by the client (target: January) but has not been formally scoped yet.
Related Work
- SMS marketing setup for Crazy Lenny's is in early stages (separate initiative).
- Bookly scheduling/deposit system for Sam (same client group) is nearing completion.
Action Items
- [ ] Await Crazy Lenny's decision on QR code project scope and format (@Karly Oykhman)
- [ ] Once scope confirmed, propose individual landing page build with retargeting pixel as recommended approach
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