Customer Journey
The QR-Code Explosion
Ashkan Ardalan
QR codes and microsites have emerged as powerful tools for connecting physical products with digital experiences. The numbers speak for themselves: QR code creation has increased by 238% from 2021 to 2023, and the trends show no signs of stopping.
So, should you start considering a QR-code? The short answer is ‘probably’ but there’s a few good 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. • 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. • Branäs group: 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
Learning from Failed Implementations
Not all QR code initiatives succeed however, and several companies worth mentioning abandoned their QR code strategies all together, due to some common risks: • Buick's campaign failed because it led to dead-end video content without further engagement options. • Investec Bank's poorly placed QR codes in advertisements went largely unnoticed. * Goldman Sachs directed users to lengthy corporate videos without clear value propositions. making many businesses consider whether they should implement this technology across their entire product lines. The answer isn't a simple yes or no. 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 but 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. Our next piece goes into this in much more detail so make sure to read our Five main tips to create a successful microsite.