The QR-Code Explosion

So, should you start considering a QR-code? The short answer is ‘probably’ but there’s a few things to think about first. Here’s the stats on who’s using them and when.

QR-Code adoption rates

• 34% of consumers scan QR codes on food labels for product information • 44.6% of internet users have engaged with QR codes • QR code payment transactions are projected to reach $2.7 trillion by 2025 • 70% of smartphone users now have QR scanning capability

Success stories worth noting

Several enterprises have demonstrated particularly effective implementations:

• Heinz elevated their customer experience by placing QR codes on ketchup bottles, connecting users to curated recipe content. This straightforward approach successfully extended customer engagement beyond the initial purchase point.

• One of our own clients, the ski-resort group Branäsgruppen has put a QR code in every rental accommodation with all the information about the home and the surrounding. Each code is scanned, on average, five times per visit. This has dramatically reduced calls to customer service and improved the guest experience • Coinbase's Super Bowl campaign showed the power of simplicity - a bouncing QR code captured viewer attention and generated over 20 million scans within one minute, demonstrating the potential reach of well-executed QR strategies.

• Starbucks integrated QR functionality into their loyalty program, streamlining payments while strengthening customer relationships. This implementation shows how QR codes can serve both operational efficiency and customer engagement goals.

Failures

Not all QR code initiatives succeed however, and several companies worth mentioning abandoned their QR code strategies all together, due to some common risks:

• American car company Buick ran a QR-code campaign that ultimately failed because it led to dead-end video content. There were no more engagement options.
• Investec Bank's poorly placed QR codes in advertisements went largely unnoticed. People need to see the actual QR-code and they need to know why they're scanning.
• Goldman Sachs directed users to lengthy corporate videos. I mean, who is going to sit down to a lengthy corporate video whether it's at the end of a QR-code or anywhere else. The QR-code has got to lead to a place that adds value.

So, what do all these examples tell us? Here’s three main takeaways:

• Make sure your QR-code takes your audience to a site with relevant content that can enrich their experience. It doesn’t always have to be exciting award-winning ads, but it has to be the right content for the user at that time.
• The more compelling the content the better. It’s great to supply user manuals and installation tips if that's exactly what your audience needs, but you can also take it up a notch. What if you turned those tips into video instructions? Content that is quick and easy to digest will add much more value.
• Make sure the QR-code is clearly labelled so people know why they are scanning. And make sure it’s visible. If you can’t see it, they won’t scan it.