Engaging shoppers off-pack or labels: why QR codes are still the best option

As new technology emerges for connecting physical products to digital experiences, QR codes still have the best flexibility, accessibility and market adoption.

Many of our customers want to use their products as an activation point for delivering Provenance-powered content about origin, journey and impact. When we advise them to use QR codes they can be skeptical. 

“Don’t people need an app?” 

“Does anyone actually scan them?” 

“What if we want to change the link in a year?”

As we’ll show below, QR codes are still the most effective solution.

Scan QR codes with your smartphone camera

Almost everyone can scan a QR code without downloading an app. All iPhones with iOS 11 or later can scan it with their smartphone camera. All phones with Android 9 or later can scan it using Google Lens. 

In other words, most people who have updated their OS in the last 3 years can scan a QR code with just their camera. That is a massive market for a new activation point that technologies like NFC can’t yet compete with. 

Adapt to your packaging, costs and changing content

We know products come in many different types of packaging. Some product types don’t have packaging and use external labels instead. Sometimes a product is promoted in a retail context using other mediums.

QR codes can be used in a variety of ways in-store

A QR code can be printed on all materials and surfaces. It just needs to have enough space to meet an ideal minimum size at 20mm x 20mm. 

They are generated once – as a single digital file – and can then be printed limitlessly. This gives your brand the flexibility to ensure you have the same activation mechanism across your whole ecosystem.

And it is cheap. Limited to just printing costs with no extra materials required.

What if your content gets out of date? QR codes can be programmed to be dynamic. This means you can redirect customers away from the original link to a new one. That way the QR code on your product packaging or labels always links to relevant content.

Gain insights across different sites & products

If you have the same QR code on multiple products or in different sites you can track them separately using a dynamic QR with unique URLs. At Provenance we use Google UTM tags so you can see how individual QR labels are performing. 

By knowing footfall numbers you can also gain insights around engagement rates at particular sites.

Growing adoption in 2020

Thanks to Wechat, QR codes are already everywhere and embedded into shopper behaviour in China. However if your primary market is outside of China, then things are changing too. 

In the US, it is estimated that 11 million households will scan a QR code in 2020, this is up from 9.78 million in 2018. 

Many types of interactions are driving this adoption, but one driving factor is coupon redemption. It is estimated that by 2022 5.3 billion coupons will be redeemed using QR codes.

It is also now being used by Instagram and Whatsapp for various features. All of this indicates that in 2020 it will need to be a core activation point for brands.

Social media use of QR codes has increased popularity in Europe & North America

QR codes: connect the physical to digital

At Provenance we want to help you deliver origin, journey and impact information to where your customers already are. A QR code on packaging or a label remains the best way to do this and build customer engagement through your product.

See how a carpet manufacturer used a QR code to prove the recyclability of their carpet

See how a coffee brand & retailer brought their stories to customers in-store using a QR code