Why 2022 is the Year of QR Codes
The pandemic brought forth ample shifts and disruptions in industries worldwide. And with that shift came the resurgence of QR Codes – a contactless solution that bridges the gap between physical and digital experiences.
Besides being a mobile-first technology that minimizes contact and aligns with safety measures, we’ve witnessed QR Codes picking up relevance as a unique marketing tool.
You see them everywhere – on packaging, billboards, business cards, gyms, museums, and restaurants.
Brands are using QR Codes in a myriad of ways, from sharing valuable information, discounts, and music to delivering a compelling Augmented Reality experience.
Both businesses and consumers are now more aware of this technology’s potential and functionality and are convinced that QR Codes aren’t going anywhere.
According to a study by The Drum and YouGov, 75% of consumers have said that they plan to use QR Codes moving forward.
QR Codes: Quick Recap
Why were QR Codes not popular?
Previously, QR Codes were not popular because smartphones weren’t equipped with native QR scanning capabilities.
The updates from Android and iOS changed that and continue to expand the possibilities of native QR Code scanning.
The release of Apple’s iOS 14 update made a positive impact. It allows iPhones to detect smaller QR Codes and scan them. It also enables the scanning of QR Codes wrapped around objects.
But the issues that continue to exist are centered around the security and accessibility of QR Codes.
Security risks with QR Codes
Due to the many phishing scams and fraud incidents, people are wary of scanning QR Codes due to the potential security risks.
A secure QR Code platform solves this problem. Using features such as custom domain and custom SSL, consumers can trust the QR Code URL due to its custom branding.
QR Code accessibility
Not everyone owns a smartphone, nor are they familiar enough with the technology to use it regularly, i.e., at restaurants, grocery stores, and malls.
According to YouGov, 14% of the U.S. population think QR Codes are difficult, 18% have never heard of them, and about 20% of the group who think QR Codes are confusing are over 65 years old.
Daily Trojan
A few paper alternatives and assigned workers to assist those customers who cannot access QR Codes is a viable solution for this problem.
Scanning QR Codes on Android/iPhones does not require an app
77.9% of mobile phone users say the mandatory app installation roadblock caused them to abandon at least one transaction in the last year.
Rahul Khosla, CEO of Heady
Enter QR Codes – a technology that doesn’t require an app for scanning.
Android and iOS are continuously making updates to increase QR scanning capabilities in mobile devices. All the user needs to do is point their smartphone’s camera at the QR Code, and they’re taken to the destination link instantly.
QR Codes managed to overcome the hurdle of downloading an additional app. The average internet speed has also increased to 5.6 Mbps, allowing consumers to scan QR Codes at lightning speed.
According to Cisco’s report, global fixed broadband speeds will reach 110.4 Mbps by 2023.
QR Codes have undeniably gotten a new lease of life and brands have taken notice.
QR Code campaigns that made a significant impact in 2021
#1 Drones formed a giant QR Code in the sky in Shanghai
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One of the most innovative uses of QR Codes was when Cygames celebrated the anniversary of their video game ‘Princess Connect Re: Dive’.
1,500 drones displayed the game’s characters in a battle to entertain viewers.
After the battle, the drones lined up to form a QR Code. Viewers could scan it to view more information about the video game and download it on their phones.
Due to the large amount of attention this campaign got, it went viral across multiple social media channels.
#2 Kanye West’s Yeezy Gap jacket promotion using a QR Code
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After much anticipation, Kanye West decided to surprise fans with a teaser of his upcoming Yeezy Gap line.
An image of a zipperless blue jacket with a QR Code under it was projected on various buildings in New York, Chicago, and Los Angeles.
Viewers could scan the QR Code and pre-order the jacket from Gap’s online website. No other details were shared, such as a lookbook, pricing, or the launch of the line.
But this move caused a lot of hype among fans, further stirring up anticipation for the full clothing line to drop.
#3 Cocokind’s QR Code for educating consumers on sustainability practices
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Cocokind, an organic beauty brand in the US, launched a new secondary product packaging focused primarily on sustainability.
The packaging has a QR Code that, upon scanning, directs consumers to the brand’s website to access more information on how much of the packaging is reusable, along with additional resources on sustainability.
Priscilla Tsai, the founder of Cocokind, said that the change in packaging was done to internally measure the environmental impact of the products and make sure that the burden of education is on the brand and not the consumers.
#4 Pizza Hut’s AR Pac-Man experience using a QR Code
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Pizza Hut launched a campaign using the concept of ‘Newstalgia’. It involved printing QR Codes on the sides of pizza boxes.
Customers could scan the QR Code and play an AR version of the game Pac-Man. Players who shared their scores on Twitter were entered into a contest to win a custom Pac-Man game cabinet.
This campaign took a modernized spin on a classic game, giving customers a special brand experience.
#5 unspun’s QR Codes on eco-friendly jeans for circular care
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unspun, a digital apparel brand, launched Genesis, its most sustainable pair of jeans. They were manufactured using Resortecs smart stitch threads, which make them easier to recycle.
The jeans have a QR Code that links consumers to circular care instructions and relevant data for resellers and recyclers.
The creation of these Genesis jeans helps solve the environmental challenges of denim. It massively reduces energy consumption, water usage, and waste.
QR Code popularity in 2022
In 2021, Beaconstac’s QR Code generator witnessed 63 million scans. Based on the rate of growth and the predictable levers, we can expect this number to double in 2022.
QR Codes initially made a comeback by showing up as digitized menus at restaurants for safe and contactless dining.
Fast-forward to a year later. They’re also used to display vaccine certificates as proof of immunization for travel and entering venues.
Consumers had to adapt to these new changes, understand how the technology works, and know what to do when they see a QR Code.
Digital menus and vaccination certificates played a crucial role in transforming QR Codes into the mainstream technology that we know and love today.
This was a game changer for brands because they found a new and improved way to communicate with their audience and build meaningful connections.
QR Codes are an agile technology that can adapt to every business’s needs. From connecting to a WiFi network to accessing an instruction manual for assembling furniture – the possibilities of QR Code usage knows no bounds.
According to Juniper Research, by 2022, 5.3 billion QR Code coupons will be redeemed by smartphones.
The study also mentions that 1 billion smartphones will access QR Codes by 2022. This is a whopping 300% increase from its initial estimates in 2017.
Every touchpoint in the consumer buying journey, from awareness to brand advocacy, can be amplified using QR Codes. It helps you ramp up your marketing efforts, nudge consumers to convert and provide memorable brand experiences.
QR Code usage has evolved and accelerated, with more and more individuals getting confident in scanning them for multiple purposes.
According to Bitly, there has been a 750% increase in QR Code downloads since the start of the pandemic.
QR Code trends to look forward to in 2022
#1 QR Codes for marketing sustainability initiatives
A major trend that continues to grow in importance in 2022 is sustainability, whether for product packaging or clothing.
Consumers these days are more environmentally conscious of the products they buy.
57% of consumers are willing to change their purchasing habits to help reduce negative environmental impact, according to IBM’s reports.
As part of their efforts to sustainably market their products, brands incorporate QR Codes on packaging and clothing labels to convey how they are contributing towards a circular economy. This includes sharing details of the recyclable materials used and tips on how to reuse the packaging.
According to Supply Chain Digital’s article, 60% of consumers value brands that are transparent about their operations.
Fashion brands are adopting QR Codes to share detailed information on the lifecycle of their garments, from raw materials to production and distribution.
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Nike has introduced their refurbishment program (Nike Refurbished) as part of its initiative to reduce its carbon footprint. The program enables consumers to return their shoes within a 60-day window from the date of purchase if they’re not satisfied with it.
These shoes are then inspected and refurbished to a new condition as much as possible and given a condition grade. Once these shoes are placed back on-store, they are priced based on the type of footwear and condition grade.
The brand’s shoe box has a QR Code that educates consumers on the type and condition of the footwear inside, along with more information on the brand’s refurbishment program.
#2 QR Codes to unlock AR experiences for customers
With consumers now comfortable scanning QR Codes, there are increasing opportunities for cross-channel interactions throughout the shopping journey. QR Codes can elevate retail campaigns with innovative Augmented Reality and Artificial Intelligence, making the brand experience more tangible beyond the purchase event.
Karissa Fletcher, Head of Marketing, Shopper Media
Augmented Reality has been picking up in relevance over the last year. Multiple brands are now adopting AR to increase customer interactions and drive more conversions.
Consumers that interact with products having AR experiences lead to a 94% increase in conversion rates.
Since most AR experiences are unlocked using smartphones, brands utilize QR Codes to allow consumers to access these immersive experiences with a single scan.
AR QR Codes are used extensively for virtual try-on, games, competitions, and visualizing products in the real world. Combining the power of Augmented Reality and QR Codes elevates consumer engagement levels and increases their connection with brands.
Bonus tip: Use markers on your QR Codes
If you have a marker, you can upload it as a logo to the QR Code on the generator and create an AR experience.
But what if you’re not well-versed with markers? Seek is the answer. Seek delivers AR through a simple QR Code. You can have a Tesla in your driveway. A Fortnite dancer in your living room. Or, see how the Amazon Echo looks like in your kitchen.
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BoohooMAN, a men’s fashion retailer, had launched its first AR QR Code campaign for Black Friday in the US and UK. Upon scanning the QR Code, a digital character named Robin, the hacker, comes to life and takes over the fashion world to reveal the latest discounts to shoppers. This virtual experience, along with the use of storytelling, added value to customers’ shopping experience.
#3 Hospitality: More than just QR Code menus
Over the past year and a half, over 30% of the hospitality industry expanded its use of QR Codes beyond just menus.
Hotels and restaurants can use QR Codes for a plethora of use cases, from checking in to sharing COVID protocols, posting valuable feedback on social media or their website, and so much more.
According to BUILDINGS.com’s article, hotel indoor air quality plays a major role in acquiring more guests to stay. Carbon Lighthouse’s article mentions that 77% of consumers are prompted to stay at a hotel that provides details of its indoor air quality (IAQ).
In order to provide these details to guests easily, hotel managers can employ QR Codes to display information on the hotel’s IAQ.
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Another use case is using QR Codes as part of seasonal promotions and giveaways at hotels.
As part of UAE’s 50th National Day celebrations, Rotana Hotels placed QR Codes across all their properties in the United Arab Emirates.
Upon scanning, guests are directed to a short quiz. Participants who successfully pass the quiz are entered in a draw with a chance to win 50 one-night stays.
#4 Financial institutions: Connect Phygital experiences using QR Codes
This past year has witnessed the rise of QR Codes among financial institutions, whether it’s for digitizing important documents or marketing campaigns to enhance customer experiences.
Banks can use QR Codes to promote app downloads, let customers provide feedback, and inform them about the latest credit card offers.
Capitec Bank, based in South Africa, had recently enabled its customers to generate personalized QR Codes on the bank’s app to receive payments securely from other Capitec customers.
The bank has already witnessed over 2.5 million customers activate their personal QR Codes a week after launching this offering on their app.
Frequently Asked Questions
Do QR Codes expire?
Static QR Codes do not expire, but dynamic QR Codes do. If the information linked to the dynamic QR is outdated, the website or landing page will not show the content, making the QR Code useless.
Dynamic QR Codes expire once the free trial period is over. If you buy a dynamic QR Code plan, the codes do not expire as long as the plan is active.
Are QR Codes making a comeback in 2022?
QR Codes re-emerged in 2021, with multiple industries adopting the technology to create contactless experiences and elevate customer engagement.
QR Codes are now in more places than one can anticipate, such as movie tickets, plane tickets, official documents, social media channels, and payment systems.
QR Codes were never out of the market to make a comeback, but they have a powerful imprint on all kinds of businesses. More brands are working towards utilizing this technology to drive their marketing strategies and acquire more customers.
Do people use QR Codes?
The answer is yes.
Most smartphones come with a native QR Code scanner in their cameras. QR Codes are hugely popular amongst businesses and age groups of all kinds. They are also used to track campaigns, increase brand awareness, divulge a product’s detailed information, and use it to generate a high ROI.
Why are QR Codes more relevant in 2022?
A huge chunk of businesses and brands of all sizes are moving towards a technology-enabled market, so QR Codes are more relevant than ever. The number of scans has been increasing marginally, thus turning everyone to QR Codes.
What is the future of QR Codes?
According to Juniper Research, the number of QR Code coupons scanned will reach 5.3 billion by 2022. The technology is anticipated to grow in multiple folds over the next couple of years. QR Code technology will focus on AR experiences, contactless payment systems, innovative marketing campaigns, hospitality, travel, and the healthcare industry, among other key areas.
Do millennials use QR Codes?
Millennials do use QR Codes. They use them a lot more than any other generation combined or individually.
Some of the ways millennials use QR Codes are –
- Facebook Messenger Codes and Market QR Codes
- Snapchat’s Snapcodes
- Instagram’s nametags
- Contactless Payment Systems – PayPal, Walmart, and Venmo
Are QR Codes safe to use?
Yes, QR Codes are safe to use. With the help of a QR Code generator with the right security features and safe QR scanning practices, QR Codes are secure and ensure the user’s safety.
Why were QR Codes not popular in the US?
QR Codes were not popular in the United States since smartphones didn’t have QR scanning abilities. But that changed with Apple’s iOS 11 update that allows iPhones to scan QR Codes natively. Android has also made similar updates to enable QR Code scanning.
You can also check out: QR Codes in the US
How effective are QR Codes?
QR Codes are a powerful marketing tool that helps businesses retain customers, acquire new ones, and maximize ROI. According to Bitly, QR Code downloads have increased by 750% since the start of the pandemic.
How many possible QR Codes exist?
Different kinds of QR Codes exist. Some of them are –
- Model 1 QR Code
- Micro QR Code
- IQR Code
- SQRC
- Frame QR
- HCC2D
- JAB Code
Will barcodes replace QR Codes?
No. Barcodes and QR Codes both have their own individuality. They are both used in different circumstances adhering to industry use-cases.
QR Codes are two-dimensional barcodes, which is an upgrade of a basic barcode. Here are the advantages of QR Codes over barcodes –
- QR Codes can hold any information within the square code. It can be used to link to text, digital business cards, multimedia, social media channels, and marketing campaigns.
- QR Codes can hold up to 7,089 characters, allowing it to be more versatile than a barcode.
- QR Codes resist damage. They can can go through wear-and-tear, and the agenda of the QR Code can be changed if dynamic QR Codes are used.
- QR Codes can support multimedia content – video, audio, and even AR and VR.
Barcodes do not support any of the mentioned attributes and are therefore not better than QR Codes.
Does anyone actually use QR Codes?
Absolutely. With the rise of QR Code adoption since the pandemic, multiple businesses have incorporated QR Codes into their marketing strategies to bridge the gap between the physical and digital worlds.
Contactless payments, shopping, and ordering at restaurants are some of the uses of QR Codes in everyday life.
Are QR Codes permanent?
Static QR Codes are permanent. You cannot edit the information they hold. Hence it always shows the same information upon scanning.
Dynamic QR Codes, on the other hand, can be updated or directed to any new destination. So, upon scanning, the user sees the latest updated information or is redirected to a new page.
Resource: Beaconstac#
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