Connected Packaging
The Future of Marketing Is Just A Scan Away
From ordering a meal at your favorite restaurant, to checking in for an appointment, chances are…you’ve used them! Since their initial development in 1994, QR codes, or “quick response codes”, have evolved from a simple automotive labeling tool to an integral component of doing business in the modern age.
In 2022, approximately 89 million smartphone users in the United States used their mobile devices to scan a QR code – an astonishing 26% increase from 2020! The use of QR codes is expected to see continuous growth in the United States, with projections reaching over 100 million users by 2025. This means big things for the future of both print and digital marketing.
But what can they do for your brand? And why use them in your packaging?
QR codes are a highly effective and easy to use low-cost marketing tool that can add value to your product packaging by increasing brand awareness, sales, and overall customer engagement. During a 2021 study, 45 percent of shoppers reported having scanned a QR code within the past three months to access a brand’s digital marketing content or promotional offers. For many shoppers, their engagement with your brand ends after making purchase. However, the use of QR codes in product packaging encourages post-purchase engagement by offering instant access to your digital media such as landing pages, social platforms, videos, sign up forms for special offers and loyalty programs, and even augmented reality experiences. Dynamic QR codes even allow you to switch up and edit your digital content, meaning you can consistently deliver fresh marketing campaigns and promotions over time without the need to update your physical packaging.
Additionally, QR codes are efficient in optimizing the use of space on your packaging or print media, allowing you to provide consumers with very detailed product information, or even sustainability credentials, in a space as compact as just 2 centimeters. This eliminates the need for excess paper and oversized packaging, reducing waste and costs alike. Sharing this information also establishes and promotes transparency, which is key in building lasting trust and loyalty between your brand and your customers.
Data Tracking
QR codes can provide your brand with valuable data on consumer behaviors. How effective is your marketing campaign? How are certain products or retail displays preforming in stores? Are you reaching your target audience…and what marketing channels are best for engaging with them? All this advantageous information and more can be gathered from monitoring QR code scans and used to help your brand improve its current marketing strategy.
Design
You may be visualizing that barcode-esque black and white square, but gone are the days where that is the limit. Developments in both smart phone technology and QR code software allow your codes to be fully customized to your brand’s image. Custom shapes, colors, frames, and even adding your logo will not only help your code stand out but also enhance the overall aesthetic of your packaging design.
We’re here to help! Our team of design experts and packaging engineers are here to assist you in bringing your product packaging into the digital age. For more information on incorporating QR codes into your product packaging, call us today at 401-943-5040 or email us at info@aandhworldwide.com
Ref: Ceci, Statista, 2023
Dencheva, Statista, 2023
Denso Wave