Your customers already have their smartphones in their hands on their shopping trips. So why not give them a powerful tool to help them get the information they need when they need it? That’s where QR codes come in.
Read on for a closer look at the topic of QR codes in retail, including how to use them to improve the consumer experience and boost your bottom line.
For brands operating across physical and online channels, QR codes can support a more connected retail marketing strategy. They create an instant link between printed packaging or displays and digital content that shoppers can access with a smartphone.
What are QR Codes?
QR codes, or “quick response codes,” are a type of barcode that can be read quickly and easily by digital devices. They store significantly more information than standard one-dimensional barcodes because they store data horizontally and vertically.
OQ codes can store many data types, including URLs, contact information, calendar data, geo locations, and up to 4,000 plain text characters. While you may have downloaded a special app to read QR codes in the past, newer digital devices have built-in QR scanners—putting the information you want to share with your customers literally at their fingertips.
The square code can direct a shopper to an online landing page, coupon, video, form, social media profile, product guide, or service resource. That flexibility is one reason QR codes for retail have become useful across many stages of the customer journey.
While QR codes aren’t new, their adoption took off during COVID-19 as many businesses endeavored to create touchless experiences for their consumers.
Today, their role extends well beyond touch-free interactions. Retailers use them to support engagement, simplify access to content, and connect the physical world with an online channel.
Opportunities and Ways to Use QR Codes in Retail
Retailers like Target, Walmart, Dollar General, CVS, and Whole Foods use QR codes for various purposes, including mobile payment, scan-and-go, cashierless checkout, and loyalty rewards.
QR codes are also increasingly used in retail to support consumer product exploration and comparison. When added to packaging or displays, brands can use QR codes to direct shoppers to their website, collect shoppers’ information, offer discounts and special promotions, solicit product reviews, support recurring orders, or raise brand awareness.
Other ways to use QR codes include linking to social media, sharing product instructions, offering a digital coupon, collecting feedback, or helping customers complete a purchase online when an item is unavailable in-store.
A QR code display can also support an omnichannel marketing strategy by giving shoppers a simple way to move from a traditional retail environment to a digital brand experience.
Given their vast potential, it’s not surprising that QR codes are part of the booming global intelligent packaging industry, which is anticipated to reach $2.5 billion in sales by 2025, according to multinational research provider Smithers.
The Benefits and Advantages of QR Codes for Your Business
Here are some of the benefits you — and your customers — will enjoy when you incorporate QR codes into your retail displays and packaging.
1. They’re quick, easy, and accurate
While typing in a URL in a mobile browser can be time-consuming and inconvenient, QR codes are fuss- and frustration-free.
A shopper can scan the code and receive instant access to the intended content without manually entering a web address. This can save time and reduce friction during the shopping experience.
2. They improve access to information
There’s only so much information you can include on product packaging or a display. With QR codes, your consumers gain access to a bounty of information that builds trust while supporting their journey.
This allows a brand to keep printed material clear while still providing detailed product specifications, ingredients, instructions, availability, or service information online.
3. They enhance the user experience
While print promotions are limited to words and photos, QR codes allow you to utilize rich content, such as videos, making for a much more engaging user experience.
They are especially useful for connecting the digital and physical world through tutorials, demonstrations, interactive content, or social media. This added touch can create a more memorable customer experience and encourage deeper engagement with the brand.
4. They’re actionable and interactive.
QR codes allow customers to do everything from entering contests and registering for events to contributing feedback and downloading promotions.
They can also help shoppers save a coupon, join a loyalty program, request service, follow a social media channel, or complete a purchase through an online store.
5. They’re trackable
QR codes track scanning activity, so you’ll know how many people are scanning, when they’re scanning, where they’re scanning, and what actions they’re taking after scanning. These data analytics can help you best support the customer journey while optimizing future campaigns.
This trackability is a key advantage of QR codes. Brands can compare locations, promotional messages, channels, and calls to action to determine which parts of a retail marketing campaign generate the strongest response.
How QR Codes Help a Brand Connect the Shop With Online Content
QR codes can bridge traditional retail marketing and digital commerce. A shopper may discover a product in a store, scan its package, compare options online, save an offer, and complete a purchase through another channel.
This omnichannel connection helps brands engage with customers beyond the immediate store visit. It can also extend the usefulness of physical packaging by linking shoppers to updated content, social media, customer service, or future promotional campaigns.
QR Code Content Ideas for Packaging and Displays
The destination should match the shopper’s needs and the location of the code. Useful options include:
- A mobile-friendly product landing page
- A coupon or promotional offer shoppers can save
- Product demonstrations, instructions, or videos
- Social media profiles or shareable brand content
- Customer feedback or product-review forms
- Online ordering, recurring purchases, or store availability
- Customer service, warranties, or care information
A clear call to action should explain what the shopper will receive. Phrases such as “Scan to save,” “Scan for product details,” or “Scan to share feedback” make the purpose of the code easier to understand.
What to Avoid with QR Codes in Retail
While CR codes have tremendous value for consumers and retailers alike, maximizing their potential depends on avoiding certain pitfalls, including the following:
Sizing
If you’re working with small packaging, finding room for a QR code can be a challenge. Conversely, if you have a large display space, you want to make sure your QR code stands out. However, QR codes that are either too small or too big can be problematic because they can be hard to scan or become disfigured — taking the time to find the optimal size matters. Shopify recommends an optimal size for printed QR codes of a minimum of two inches by two inches.
Size should also account for scanning distance, placement, and the printed material. A code placed on a package held in the hand may require different dimensions than one used on a large retail display.
Directing Users to a Poor Website
Web pages must deliver a positive mobile UX to best support the customer journey. Optimized and responsive web pages should have a clear call to action, engaging user interface, and clean design.
Directing Users to Auto-Play Media
Scanning a QR code in public only to be met with unexpectedly loud noise is not the desired experience. Furthermore, the media may not play at all in areas with poor connectivity. Opt for compelling website copy instead. If you feel that a media file must be included, consider auto-playing without sound or providing a warning so users can adjust their volume.
Improper Locations
Television ads and billboards can be ineffective due to their transiency — users may not be able to scan them in time. Packaging, displays, and store windows are all excellent locations for QR codes. Just make sure to place them at an easily scannable distance, and decent internet connectivity is available in the area.
Avoid placing the code across a fold, curve, seam, reflective surface, or area shoppers cannot comfortably reach. The surrounding retail environment should give users enough time and space to scan with a smartphone.
Test and Share QR Code Content Before Launch
Before printing a QR code on packaging or a display, test it across multiple smartphones, lighting conditions, distances, and internet connections. Confirm that the code scans quickly and that the online destination is mobile-friendly.
Brands should also review whether the promotional offer, coupon, social media page, or service information will remain available for the life of the printed material. A dynamic QR code may provide more flexibility when content or campaign destinations need to change.
The strongest retail QR code strategy combines clear placement, useful content, a compelling call to action, and measurable results. When each element works together, QR codes can support both immediate shopper needs and long-term marketing goals.
If you’ve been putting off incorporating QR codes into your retail packaging or display because you think it’s not necessary or worth it, think again. When used correctly, they can be an invaluable resource for your customers—and a significant asset for your brand.
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FAQs
What Is the Difference Between Static and Dynamic QR Codes?
A static QR code has a fixed destination that cannot be changed after printing. A dynamic QR code allows the brand to update the destination without replacing the code, making it useful for packaging, seasonal promotions, and long-term retail displays.
Are QR Codes Safe for Retail Customers to Scan?
QR codes are generally safe when they come from a trusted brand and clearly explain where the shopper will be directed. Brands can build trust by using recognizable URLs, secure web pages, transparent calls to action, and clear information about how customer data will be used.
Can QR Codes Support Product Registration and Warranties?
Yes. A QR code can direct customers to a product-registration form, warranty details, care instructions, or support resources. This gives shoppers convenient post-purchase service while helping the brand maintain a connection after the sale.
Can QR Codes Help With Returns and Customer Support?
QR codes can connect shoppers to return instructions, frequently asked questions, live support, appointment booking, or troubleshooting resources. Providing these options through packaging can simplify service requests and reduce friction for both customers and retail teams.
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