Exploring the Evolution of Customer Interaction: The Increasing Role of QR Codes

Consumers today have access to more product information and options than ever before, as well as multiple shopping channels and a constant stream of marketing messages. This situation is not new - a 1995 Harvard Business Review article titled "Real-Time Marketing" described the same challenges faced by marketers at the time.

If marketers felt the pace of change back then, today's consumers shop, browse, and purchase at an even faster rate. They engage in purchasing behavior and seek support on their own terms, transitioning seamlessly between online and offline worlds with their smartphones in hand. This presents a significant challenge for businesses looking to effectively engage with their customers.

But there is some good news. QR codes are now being recognized as a valuable tool for engaging with customers in real time, providing businesses with a new way to drive interactions. Many brands in the Consumer Packaged Goods (CPG) and Retail industries, such as Puma, have already made the switch from 1D barcodes to 2D barcodes, like QR codes, on in-store and on-product packaging, signaling the global increase in QR code usage as a crucial connection point for customers. In fact, the use of QR codes in these industries has increased by 88% year-over-year.

By incorporating QR codes across various customer touchpoints, businesses can seize the opportunity to engage with consumers at any stage of their purchasing journey.

Rewriting:

The role of QR codes in addressing complex customer journeys is to consider customer interactions as a connected experience rather than isolated moments. It is important to identify any disconnects between touchpoints and remove roadblocks to enhance customer engagement.

Each stage of the journey presents an opportunity to strengthen connections, eliminate obstacles, provide ease, and create distinct and captivating interactions. Below are three primary methods QR codes can elevate every interaction with customers.

1. Unify online and offline interactions. Whether a prospective client desires more details while in a physical store or requires assistance post-purchase, link their physical environment to an online encounter. Utilize QR codes on exhibits, packaging, and directly on merchandise to facilitate customer engagement through scanning. Transport them to ingredient details, customer support resources, videos, or loyalty programs instantly and prompt them to take action.

Transform passive advertising into actionable engagement. Smalls, a premium cat food brand, recently launched an out-of-home advertising campaign in New York City that cleverly incorporated QR codes into their ads to direct subway riders to their website. Instead of relying on viewers to remember their name or enter the URL later, the brand prioritized convenience and turned a static ad into an interactive opportunity. QR codes serve as real-world call-to-action buttons, so leverage them to drive two-way engagement.

Elevate the post-purchase experience. For products that are delivered directly to consumers, QR codes provide a convenient way to capitalize on the excitement of unboxing. Incorporate branded QR codes into product inserts, offer discounts on future orders, or guide customers to a personalized landing page with product recommendations tailored to their preferences. Simplify the process for customers to reorder or exchange products, and cultivate a more positive experience that fosters long-term loyalty.

These days, customer journeys are no longer predictable and linear, but they can still be measured. Speculation is not enough - understand the factors driving action across all touchpoints directly from the source. Analyze first-party website data and utilize insights from each QR code scan - such as when, where, and how they are scanned - to gain an understanding of what is effective. Then, use this data to make informed improvements. Witness multi-touchpoint QR codes in action.

Curology, a personalized skincare brand, strategically incorporates QR codes throughout the customer experience to seamlessly integrate skincare products into daily routines, resulting in heightened satisfaction and increased customer loyalty. QR codes are prominently featured on product packaging, inserts, and in advertising campaigns, driving conversions and fostering brand loyalty. Notably, QR codes have been added to universal inserts included in every new shipment, allowing customers to easily adjust their subscriptions, modify their product selections, or directly communicate with a dermatology provider, all with a simple scan for immediate convenience.

Keeping up with consumers in the evolving customer landscape is a significant challenge. However, the new economy of information and technology provides brands with numerous opportunities to engage with customers using tools such as QR codes, initiating conversations and capturing their interest throughout the entire journey.

Tara Robertson, the Chief Marketing Officer at Bitly, has a wealth of experience in marketing leadership roles at well-known tech brands. Now at Bitly, she is at the helm of the marketing team, driving the use of their Connections Platform to enable millions of monthly active users to effectively engage audiences and deliver vital notifications, information, and experiences using branded links, custom QR Codes, and link-in-bio solutions.