Sharat Potharaju is cofounder and CEO of Uniqode, whose vision is to enable digital connection with every physical object and place.
Technology speeds up our world, enabling faster turnaround times, streamlined efforts and near-instant transactions. At the same time, today’s consumer is more interested in buying the right item than buying it quickly. Sixty percent of shoppers research six or more product aspects before buying from a new brand.
Adding dynamic QR codes to product packaging is a simple way to provide customers with relevant information as they make purchasing decisions. These codes, layered with important product details and how-to content, offer the perfect balance between an efficient shopping experience and deeper product research.
QR codes are powerful tools for generating leads and converting sales, but their effectiveness hinges on one crucial factor: value alignment. A 2024 customer survey from my company found that 42% of consumers prefer a direct, one-step process after scanning, but 34% will take multiple steps if they find the information valuable. To maximize impact, each step after the initial scan must deliver clear benefits that justify the customer’s continued engagement.
Transform product details into customer experiences.
Effective QR codes connect customers with relevant product information and benefits, providing them with a 360-degree view of the product and its unique value. To achieve clickthrough-worthy QR codes, each new layer should demonstrate what makes the product a must-have.
Product Information
Information should be all-encompassing. From key features and material composition to sourcing details, customers should feel fully informed.
How-To Content
Like setup guides, video tutorials and troubleshooting tips, how-to content should be concise yet engaging. Real-life applications help customers imagine using the product in their daily lives.
Customer Reviews
Reviews should be detailed, relatable and visual when possible. A variety of positive reviews demonstrates credibility to potential and repeat customers.
Corporate Social Responsibility Initiatives
Like sustainability programs, ethical practices and philanthropic efforts, these initiatives should be prominently showcased. Customers want to know that the brands they buy from care about more than money.
L’Oreal has leveled up the product-related content linked to QR codes on packaging, and customers are noticing. The company’s recent campaign merged its physical and digital worlds by creating “digital twins” of its products in brick-and-mortar stores. Scans revealed product ingredients, previewed the intended results and offered quick tutorials.
The campaign had staying power, resulting in a more engaging and insightful shopping experience for L’Oreal customers. By focusing on delivering genuine value, the company transformed simple QR codes into powerful conversion tools.
Prompt engagement with rewarding interactive features.
QR codes allow brands to create meaningful customer connections in new ways. When done correctly, options like joining a loyalty program, leaving a review and sharing on social media have the potential to transform passive customers into active brand advocates.
For example, the Irish whiskey brand Jameson created a unique way for customers to engage through its “Jameson Connects” QR code campaign. The codes are linked to exclusive content, pre-release merch drops, tailored playlists and more. This “not so serious whiskey club” provided consumers with a fun, easy way to enjoy exclusive content while the brand grew a more connected customer base.
The key to a successful QR code campaign is simplicity. For example, customers won’t join your loyalty program if the form your code links to is too complicated. Similarly, they won’t leave a review if there are too many steps. In these cases, QR codes with one-click engagement options, such as special deals, exclusive content or prize giveaways, drive higher conversion rates.
Maintain meaningful customer engagement post-purchase.
The opportunity to interact with customers doesn’t end at checkout. According to a recent survey of online and in-store shoppers, “61% of consumers have scanned a QR code on a product after purchasing it.” Future purchase-related actions, like an easy reorder button, subscription service for recurring purchases and referral programs for discounts or rewards, are simple steps to tack on to any QR code.
Personalized skincare brand Curology has been particularly effective in encouraging post-purchase customer interactions. The company recently added QR codes to the back of universal inserts that go out with every new product shipment. These codes allow customers to adjust their subscription, add or remove products and even directly message a licensed dermatology provider, meeting the need for immediacy and convenience with one scan.
QR code content that encourages engagement after a purchase should offer the customer benefits they didn’t have access to while shopping. A thank-you message that offers a discount on the next order or a product review request that comes with a special gift incentivizes consumers to continue clicking through.
While it’s true that more customers are relying on product QR codes as they shop, not all codes are created equal. Irrelevant information and inconvenient steps can be frustrating to the end user, discouraging future scans. The most successful QR code strategies don’t just connect customers to information—they create meaningful experiences that transform curious shoppers into loyal brand advocates.
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