QR Codes: A Scan-tastic Journey Through Time
Introduction
Remember those black-and-white squares that used to pop up on everything from magazines to billboards? Once an experimental marketing tool, QR codes have gone through ups and downs, but today they are more powerful than ever. I remember people getting super annoyed because their camera’s didn’t read the technology so they couldn’t take part in the initial hype (whilst segregating swaithes of customers in the process).
This blog explores their history, rise, and how to use them for your business—plus the challenges faced by people with sight loss, and how innovations like NaviLens aim to address those issues.
A Brief History of QR Codes
QR (Quick Response) codes were invented in 1994 by Denso Wave, a Toyota subsidiary, to track parts in the automotive industry. In the early 2000s, QR codes began gaining popularity in Japan and slowly spread globally. However, their rise was slow because earlier phones required specialized apps to scan them. However, as smartphones with built-in camera apps became ubiquitous, QR codes made a major comeback, with brands and businesses worldwide finding new uses.
The Rise and Initial Setbacks
When QR codes first gained attention outside Japan, marketers were excited. However, several issues emerged:
Lack of User Awareness: Consumers weren’t sure how to use QR codes, and there wasn’t a standard scanning method on early phones. Early QR campaigns failed because people didn’t know how to use them.
Complexity: Older phones required specialized apps for scanning, and the codes often linked to unoptimized, irrelevant content.
Poor Experiences: Many early QR code campaigns led to low-quality or irrelevant landing pages, creating a negative perception. Poorly implemented QR codes led to broken links or irrelevant pages, turning users off.
Technological Limitations: As smartphone technology advanced, scanning codes became easier, but it took time for consumers to adopt the habit.
Despite these challenges, QR codes were not dead. They adapted and came back stronger, thanks to faster internet, better smartphone cameras, and simpler user experiences.
The QR Code Comeback
Fast-forward to today, QR codes are now thriving in several industries - they were too convenient to disappear. Much easier to quickly scan one than have to remember and type in a link (also leaving heaps more room for error on a consumer's part and skewing marketing data). Here are some examples of their successes:
Restaurants and Hospitality: Many restaurants adopted QR codes during the pandemic for contactless menus. This has remained popular as it saves printing costs and can be updated instantly. Chains like Wagamama (UK) have seen great success with QR-based ordering, allowing customers to order food directly from their phones.
Retail: Retailers like Nike use QR codes in-store for virtual product demonstrations and additional product information. Customers scan the code to learn more about a product, check reviews, or even complete a purchase on their phones.
Customer Service: Hospitality businesses are using QR codes for feedback and service. For example, Premier Inn hotels (UK) introduced QR codes for guests to instantly fill out surveys and report room issues, improving service response times.
A side note: packaging always need to have so much information on them from a legal and trading standards perspective and this is where QR codes can really benefit when packing is especially small.
One example is plant labels. I worked on an own brand packaging line in a previous role where specific information was needed but it was also an opportunity to offer added value customer service. If customers scanned the QR code, they were taken to a landing page which offered how to care for the plant, what plants lived happily alongside additional attributes such as bee and butterfly friendly.
How Retail and Small Businesses Can Implement QR Codes for Success
For small businesses like cafés, local shops, or fitness studios, QR codes can bridge the gap between offline and online marketing. Here’s how:
Affordable and Practical Marketing: QR codes are free to generate and easy to implement. Whether you want to link to your website, showcase a product video, or promote a limited-time offer, they make it simple to enhance customer experience without a hefty price tag.
Local SEO Boost: You can embed QR codes on promotional materials like flyers and posters to direct customers to your Google Business Profile or TripAdvisor page. This improves local SEO as more people engage with your business online.
DIY Marketing: Small businesses can quickly design their own QR codes using free tools like QR Code Generator or Scanova. Link these codes to special promotions or product videos and track their success using built-in analytics. Even better, they’re easy to place on business cards or signage.
Social Media Engagement: QR codes are an excellent tool for driving foot traffic from social media. Add a code on your print ads that directs customers to your Instagram or TikTok, offering a discount when they follow you. You can even track the impact of each social media post with unique QR codes.
Real-World Example: Starbucks
Starbucks integrated QR codes into its customer loyalty program, allowing users to scan for rewards and use the app for payments. This simple addition led to increased mobile orders and more engaged customers.
Tips for Effective QR Code Usage
Keep It Simple: Don’t overwhelm users with overly complex QR codes. Ensure that it leads to a mobile-friendly page.
Be Clear: Indicate where the QR code will take users. Will it link to your menu, a special discount, or your social profile?
Monitor Performance: Track the effectiveness of your QR codes through tools like Google Analytics or Bitly. See what’s working and optimize for future campaigns.
QR Codes & Accessibility Challenges
One area where QR codes fall short is accessibility for those with sight loss. Since QR codes are highly visual, they can be difficult, if not impossible, for people with visual impairments to use. This has limited their usability for a broader audience. However, this gap is now being filled with tools like NaviLens, an innovative solution that works like a QR code but is designed to be read by a camera from a distance, even without needing to align the phone directly with the code. Unlike traditional QR codes, NaviLens helps visually impaired users navigate spaces, access information, and interact with digital content easily. Take a look at Kellogg's packets and you will see what these QR codes look like.
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QR codes have transformed from niche technology to mainstream marketing powerhouse. They offer an easy, low-cost way for small businesses to boost customer engagement and track performance. Yet, it's important to ensure they're accessible to all customers, with innovations like NaviLens leading the way. Ready to implement a QR code strategy?
The Cheery Marketeery is here to help you create dynamic campaigns that drive results.
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