If you’re not using dynamic QR codes as part of your marketing strategy, you could be missing out on sales.
Picture this, a customer is shopping for wine in a grocery store. They’re not sure which wine they want. They were hoping to get some inspiration by looking around, but instead they’re overwhelmed by shelves and shelves of seemingly endless options. There isn’t any information in the store to help them choose a wine. At this point, it’s just a guessing game. They get on their phone and start to do some research. They look up a few wines on Google, but that takes too much time and effort, and ultimately leaves them even more confused. Eventually, they give up and pick the wine with the most appealing label or the wine that’s on sale. This has been an unsatisfactory shopping experience.
Although this is a common scenario, it doesn’t have to play out that way. Here is the same initial shopping experience with a different variable, a QR code. The customer sees your wine amidst a sea of bottles, and it has a QR code. Hooray! All they have to do is scan the code with their smartphone camera and they have all the information they need to make an informed decision. They can see reviews, social media posts, food pairings, tasting notes, and other products in your line. Friction between the decision and the purchase has been eliminated. You made the sale!
What is a QR code?
A QR code (short for Quick Response Code) is a two-dimensional barcode that stores information and can easily be read using a smartphone camera. The QR code was initially developed in 1994 by Denso Wave, a Japanese automotive company, to track vehicles and parts during the manufacturing process. QR codes are now frequently used in mobile marketing as a result of the widespread use of smartphones.
Fun Fact: The black and white pieces on a Go board influenced the initial design of the QR code.
How does a QR code work?
A QR Code works like a barcode. It’s a scannable image that can be read by a smartphone camera. Every QR Code contains small data packets in the form of dots that hold a certain piece of information. The information embedded in the QR code is displayed when scanned by a smartphone camera.
Can you customize a QR code?
Yes. QR codes don’t just have to be black and white. You can customize a QR code to represent your brand and strengthen brand identity.
Here are a few ways to customize a QR code:
- Add a logo.
- Modify the color and shape of the eyes (the 3 squares on the corners of the QR code).
- Add a background image or color.
- Change the shape and color of the pattern.
There are Two Types of QR Codes: Static and Dynamic
What is a static QR code?
A static QR code is a QR code that has information encoded directly into the QR code itself.
Can you edit a static QR code?
No. If the information stored in a static QR code needs to change, then the pattern and alignment of the QR code needs to be changed and a new QR code must be generated. As a result, this can be quite costly if you’ve printed marketing materials with a static QR code and later on want to make changes to the campaign.
Are static QR codes trackable?
No. Static QR codes are not trackable and don’t gather any tracking metrics.
What are some uses for static QR codes?
- Resumes – Put a static QR code on your resume. When a hiring manager scans the QR code, it will take them to your website or portfolio.
- Emergency Information – Store your emergency contacts, allergies, medications, blood type, etc. in a static QR code which you can carry in your wallet.
- RSVPs – Include a static QR code with your invitation so guests can scan the QR code to RSVP.
- Menus – Use a static QR code as a menu for a one-time event, such as a wedding or a holiday event.
What is a Dynamic QR code?
A dynamic QR code is a QR code with a short redirection URL encoded in it which sends the user to a website.
Can you edit Dynamic QR codes?
Yes. The redirection URL can change without having to create a new QR code. For example, you can start by linking the QR code to a landing page on your website, change it to link to your Instagram account, and then change it again to link to a new product launch. Because the destination URL can be changed at any time, and as often as you want, you won’t have to reprint your marketing material or wine labels. This feature could potentially save you thousands of dollars on printing costs.
Are dynamic QR codes trackable?
Yes. Anyone who scans your QR code is redirected through a website that tracks usage. QR code tracking helps you improve your marketing strategy and engage with your targeted audience.
What kind of data can dynamic QR codes track?
- Total scans – The total number of times the QR code was scanned. This includes multiple scans using the same device.
- Unique scans – The number of scans per device. If someone used their phone to scan a QR code multiple times, the number/count of unique scans would only be 1. This number may be smaller than Total Scans because only one scan per device is included in this stat.
- Device, browser and operating system – You can track the type of device is scanning the QR code (iPhone, Galaxy, etc.), the browser is being used (Chrome, Firefox, Safari, etc.) and the operating system (iOS, Android, Windows). This gives you the ability to customize the customer’s experience based on which device, browser or operating system they’re using.
- Location – Track the exact GPS location of each scan. You’ll be able to see the GPS coordinates, city, state, and country for every scan. This is especially valuable if your business is global. You’ll be able to track and measure how your products are selling worldwide or track global marketing campaigns.
- Date & Time – This data is extremely useful if you want to compare the success of campaigns over various time periods. If you see the number of scans increasing during a particular time period, you can easily switch up your campaigns in real-time.
What are some uses for dynamic QR codes?
- Product information – Share the origin story of the wine, food pairing ideas, ideal serving temperature, care and storage information, etc.
- Social media – Send users to your Instagram or Facebook page, or just send them to a landing page with links to all your social media accounts.
- Marketing campaigns – Design and implement mobile marketing campaigns and gather post-sale analytics to track their performance.
- Incentives – Provide coupons, join loyalty programs, contests, giveaways, and sweepstakes.
- Post-purchase interaction – Thank the customer for their purchase, provide usage instructions, let them know about new or similar products.
The use cases for dynamic QR codes are endless!
Both static and dynamic QR codes have benefits, but if you want to engage with your customers, build a strong brand identity and discover critical insights about your customers then a dynamic QR code is a must.