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April 21, 2021
A QR code is a type of barcode anyone can scan and read with the camera in their smartphone. The technology, invented by Hara Masahiro in 1994 for high-speed scanning of auto components, caught on among marketers in the early 2010s but then faded into relative obscurity as consumer adoption was deemed weak and the technology cumbersome. However, the tiny jumbled squares, whose initials stand for Quick Response, have seen a brisk resurgence and greater acceptance in the past year, thanks in part to the pandemic as customers sought out touchless experiences.
Today, the inexpensive and easy-to-implement technology is being strategically used by entrepreneurs in industries such as food, logistics, manufacturing, media and advertising. And marketers are giving QR codes a second chance this year, placing them on the packaging, retail displays and out-of-home ads. Each QR code can contain up to 7,089 characters and in their simplest form can simply point users to the correct website or microsite, but the operational uses of QR codes are limited only by the imagination.
As social distancing norms came into play amid the pandemic, QR codes have emerged as an integral part of the revamped operations of restaurants and other food businesses focused on maintaining safety. With common areas and multi-use products deemed a strict no-no, QR codes have played an increasingly important role in offering restaurant menus and specials as an alternative to the traditional printed versions, for example. Food manufacturers are using scannable QR codes to offer recipes, advise the recommended way to serve the product and give tips on preparation. Some food producers are also adding QR codes to offer information about the genesis of their products. For example, seafood companies and restaurants may offer a QR code that upon scanning tells consumers about the supply chain of the fish they have purchased.
Imagine you own a month-old startup and need to quickly build awareness of your business. Advertising is expensive, and your promotion risks being overlooked with ads being a dime a dozen in the eyes of consumers. In the view of many business owners, QR codes are an increasingly viable option to get the word out. Some use them to “talk” to potential customers by showcasing a particular QR code, or by issuing a call to action that takes customers to the desired landing spot upon scanning.
What does a marketer like more than their campaigns going viral? Obtaining data on customer behaviour and engagement on their website, or understanding how customers respond to their marketing material. QR codes present a unique opportunity by allowing marketers to tap into a wealth of such information. Whenever a customer engages with a QR code, marketers understand they have followed a particular call of action. Knowing that the customer has scanned the QR code for its designated purpose provides marketers with invaluable insight.
QR codes are also being used as a low-risk, cost-effective way to gather customer feedback and to improve engagement. By affixing a QR code to product packaging with messaging for consumers to scan it in the event of a concern or problem, manufacturers can rest assured that instead of the complaint going viral on social media, the feedback will make its way directly to you. This improves the producers’ locus of control and makes for better customer relations. Likewise, if a customer appreciates what you offer and scans a corresponding QR code, their engagement could be leveraged into positive affirmations such as following your business on social media, jotting down positive feedback or even customer referrals.
OOH advertising, also known as outdoor advertising, traditionally commands a sizeable investment. Sometimes, the creatives are spot-on and deliver the desired results, but not always. And at times, your OOH spot may not be able to launch at the optimal time. But QR codes present an opportunity that can be leveraged on the fly, simply by adding a code that funnels customers to where you wish. In return, your business derives data and insights while spending much less.
Tasnim Ahmed is a content writer at Escalon Business Services who enjoys writing on a multitude of subjects that include finops, peopleops, risk management, entrepreneurship, VC and startup culture. Based in Delhi NCR, she previously contributed to ANI, Qatar Tribune, Marhaba, Havas Worldwide, and curated content for top-notch brands in the PR sphere. On weekends, she loves to explore the city on a motorcycle and binge watch new OTT releases with a plateful of piping hot dumplings!
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