QR (quick response) codes have become an indispensable part of the marketing landscape. That’s because they offer a quick and convenient way for consumers to connect to a brand’s experiences, whether they’re online or offline.
In this blog, we’ll explore how marketers can use innovative QR code solutions to enhance customer engagement and optimize digital and physical marketing efforts. We’ll also take a closer look at how leading grocery retailer Schnucks leverages QR codes in its mobile growth strategies.
The growing popularity of QR codes
You almost can’t open your mailbox or run an errand without seeing QR codes. Although they came onto the scene in the 1990s, they’ve become ubiquitous over the years, and today they’re a fundamental part of a well-rounded marketing strategy, whether you’re selling app subscriptions or apples.
QR codes are popular for a host of reasons: They’re easy to use and inexpensive to implement and can provide analytics for static, physical marketing assets, such as signage, direct mail, menus, and other printed materials.
“They bridge the gap between offline and online experiences, offering a seamless and interactive way for brands to connect with their audience,” said Amanda Vandiver, head of product marketing at Branch, in a recent webinar.
They also have a wide range of applications, including promotions, discounts, customer engagement, app downloads, and more. Because they’re useful in so many ways, QR code scans have seen a 433% increase around the world over the past two years. Thanks to their surging popularity, it looks like they’re here to stay.
Because QR codes aren’t going anywhere, let’s explore some ways that marketers can unleash their potential.
The power of QR codes
Print, TV, and direct mail are great ways to reach a lot of people, but these offline marketing channels have their limitations. When QR codes came on the scene, they provided an easy way to engage with a massive, untapped audience and created significant opportunities.
When incorporated into digital strategies, they offer a gateway to a mobile app along with all the possibilities that connectivity brings.
“By integrating QR codes with your mobile app, you can transform offline interactions into really powerful opportunities for app acquisition and user engagement,” said Vandiver.
Apps can drive conversion rates that are 3x higher than the mobile web, without the hassle of cookie preference prompts that can annoy users. By leaning into apps, marketers can use QR codes to create ongoing, meaningful interactions that drive continued value.
Optimizing your marketing strategy with QR codes
When you integrate QR codes into your existing marketing strategy, it’s important to have a plan. The first step? Choosing the right destination URL.
“A QR code is only as powerful as the link behind it,” said Vandiver.
Using deep links is best, as they can drive users to a specific place where they can take a specific action. For example, if you’re using a QR code to promote a contest, the destination URL should take users directly to the contest page, where they can learn more or sign up. Make sure to test the QR code before deploying it to ensure it performs as planned and provides users with a seamless experience.
It’s also important to customize the look and feel of QR codes. This includes branding them with your business’s logo and color palette for a cohesive look and so they connect users to the brand. This can boost brand recognition while letting users know they can trust the content on the other end of the QR code.
Integrating QR codes into existing marketing efforts can take a campaign to the next level, but sometimes users like to get something in return when they open their mobile devices to scan them. To reward them, marketers can use QR codes to direct users to special content or extra app features that are only available through the QR code.
How Schnucks puts QR codes to work
Leading grocery retailer Schnucks has QR codes on heavy rotation in its marketing strategy. According to Kevin Renner, digital marketing specialist at Schnucks, the company uses QR codes on a flier it sends to 1 million households each week, store signage, its recipe magazine, and other channels.
But they don’t just send out the QR codes and hope for the best.
“We have a lot of different ways to incentivize people to scan QR codes,” explained Renner.
The brand’s most successful tactic is using QR codes on digital coupons. When customers scan the code, it will prompt them to download the chain’s app if they don’t have it already. Then it takes them to the app, where they can view digital coupons, clip them, and redeem them to save money at checkout.
“We can see the whole customer journey,” said Renner.
For Renner, QR codes fill in the gap between print and digital and provide them with the data they need to optimize their marketing efforts. It takes some trial and error to see what resonates with customers, but that lets his team’s creativity shine.
To know how effective QR codes are, Renner has a system in place to manage and track them. He uses a simple form for collecting and fulfilling QR code requests from his marketing team, and he leans on Branch’s solutions to track his key performance indicators (KPIs).
“The last piece of the puzzle is reporting and analytics, and Branch offers that,” he said.
At Schnucks, they keep a close eye on all installs, conversions, and how many customers clip and redeem digital coupons at the checkout.
Branch QR codes
Branch’s solutions make it easy for businesses like Schnucks to measure the effectiveness of QR codes in their digital marketing strategies.
“You want to be able to get insights to not only understand how they perform but to make decisions about where you can optimize and how you can improve your strategy overall,” said Vandiver.
Branch offers flexible solutions, including a dashboard where marketers can customize every aspect of their QR codes and analyze their performance. Through a QR code API, marketers can efficiently create branded QR codes at scale. Alternatively, LinkHub makes it quick and easy for marketers to create one-off, static QR codes.
Today, QR codes are a tried-and-true way to drive app acquisition and boost user loyalty. Branch’s tools make it easier than ever to create, execute, and analyze QR code campaigns to maximize return on investment (ROI) and boost your bottom line.
Learn more about leveraging QR codes in our webinar, Mastering QR Codes: Best Practices and Real-World Success.