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Your store probably has thousands of barcodes across every department, but did you know that the QR code is just another type of barcode? Invented in 1994 and originally intended to help factory workers sort automotive parts, the QR code has come a long way in 30 years. Once upon a time, you needed to download a separate QR code reader app on your phone to be able to scan the code, but most smartphone cameras can now scan QR codes without the need for additional app. A QR code can contain different types of data, like URLs, phone numbers, or even coupons. It can be scanned with a smartphone or camera and used for contactless access to menus, websites, and more. The contactless nature of a QR code was a boon for businesses during the early days of the COVID 19 pandemic.  

According to Statista, in 2022, 89 million people in the United States scanned a QR code using their mobile devices, up by 26 percent compared to 2020--the majority of QR code users used them to make payments or to access product and menu information.1 

How can you use QR codes to support marketing? QR is short for quick response, and QR codes can help remove barriers your customers may encounter when trying to access information. They can support your desire to minimize paper waste if you use them to replace or complement paper menus, flyers, and handouts. QR codes can also give you real time feedback about what content is engaging to your shoppers. There are two types of QR codes: one links to a set location on the web (static QR code) and one sends customers to an updatable web location (dynamic QR code). Depending on how you generate a QR code, you can access analytics data that describes the performance of QR codes, including:

• Number of scans 

• Top-performing QR codes and locations 

• IP-based geo analysis 

• Devices used for scanning 

• Browsers opened after scanning 

• Time and day of scans 

You may have seen the QR code on the INFRA Deals flyers in 2024. On the front, they lead to a digital version of the flyer, so shoppers can walk around with the flyer on their phone instead of taking a paper copy of the flyer. They have access to the flyer after their shopping trip without having to keep track of the physical asset. This is great for folks who prefer a digital solution. On the back of the flyer, there is a second QR code that leads to the Retailer Directory on the INFRA website, so interested shoppers can learn about more independent natural food retailers that may be in their area without taking up a whole page to list out the retailers in your region. Curious shoppers get to explore and you’re not devoting space to a list of other grocery stores that could be used to showcase great deals!  

You can use QR codes on event posters to direct folks to a sign-up form on your website, on your register receipt to a customer satisfaction survey, or on a food service label to show shoppers your catering menu. The possibilities are vast. Some options for creating your own QR codes are an INFRA Marketing favorite, Canva, and the classic URL shortening company bit.ly. Simply enter the URL to which you want to direct traffic, such as your website’s sale page, and out pops a QR code that you can save as an image file.  Once your QR code is generated, you can embed it almost anywhere. One thing to keep in mind is that a QR code is great for physical, off-line use. For digital use, you can simply use a hyperlink to direct folks to a specific place online.  

Put the sales flyer page QR code on the rack where you put paper flyers to gauge if your shoppers would prefer digital versus paper. Create a QR code for the Wellness Deals flyer and you can put small shelf-talkers throughout your wellness department with messaging about great deals and lead shoppers directly to the digital flyer. Want to boost your following on social media? Make a QR code to your social media profile(s) and put them up in your café seating area or in the restrooms. Get creative! If you want to discuss options for how to make QR codes an intentional and impactful part of your marketing efforts, reach out INFRA’s Retail Marketing Lead, Sara Fulton-Koerbling at sfultonkoerbling@infretailers.com!