COVID-19 is Popularizing QR Codes

Demand for contactless consumer engagement is the catalyst driving more widespread adoption.

QR (quick response) mobile bar codes are on the rise. They are appearing on printed materials more than ever before and the COVID-19 pandemic is behind their increasing popularity.

Uniting print and digital media via QR codes has long been heralded as a means of sustaining print’s relevance in an ever-changing media world. QR codes on printed materials can be scanned by mobile devices to access additional digital content — such as a PDF, website landing page, video or text message — beyond what is included in a printed piece.

As society works to stop the spread of COVID-19, organizations are pursuing ways to reduce person-to-person contact. QR codes read by mobile devices enable contactless experiences — from paying for groceries and accessing menus at restaurants to learning more about a product.

More organizations are including the use of QR codes in product packaging, direct mail, signage, menus and flyers. According to a September 2020 Statista survey, nearly 47% of people in the U.S. and U.K. said they noticed an increase in QR code use since shelter-in-place programs began. This research finding may point to a surge in QR code use that’s here to stay.

Early Adoption Barriers Lifted

When QR codes first captured the attention of marketers, an initial barrier to delivering desired results was consumer ease of use. In the early days of QR codes, interacting with codes was cumbersome. Consumers needed to download a specific QR reader app for their mobile devices.

Today’s mobile devices scan QR codes directly through a native camera app. Many tech watchers believed that simplifying the ability to interact with QR codes would result in mainstream use. It didn’t, as widespread consumer awareness of how to interact with the codes was missing.

The more common use of QR codes during the pandemic may be the factor that educates the masses and solidifies use. As more people become familiar with using QR codes, the opportunity for print providers to support customers in using them will increase.

Essential Tips for Success

The successful use of print combined with QR codes hinges on delivering a great end-to-end experience. Here are essential tips for effectively using and advising customers on QR codes.

1. Start with a clearly defined strategy. What are customers looking to accomplish with the QR code? Understanding why print buyers are using QR codes — to generate leads, collect information, make purchases, provide directions or download more information — and their goals are foundational elements for determining what an experience will be like when engaging with code.
2. Extend the value and relevance of print. A big bonus in adding QR codes to print is that they make static print interactive, expanding content options. Plus, digital media can be updated at any time. Make sure customers understand that a QR code is a bridge to expanding audience experience and engagement.
3. Offer instructions. While more people are familiar with QR codes and they are easier to use today, they are far from ubiquitous. Directions don’t need to be complicated and can be as simple as, “Open your phone’s camera and point here”.
4. Test, test, test! Test the code and the customer content experience rigorously before release. Does the code lead to the right location? Is the customer experience engaging and aligned with project goals? Delivering a clunky or confused audience experience will never leave a good impression.

Renewed Interest Offers Opportunity

Renewed interest in QR codes is enhancing print’s value, creating new opportunities for print users and driving new business for print service providers.