QR codes regain marketers’ attention

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 04, 2021, 2:54 PM UTC

Marketers initially experimented with the QR code in the early 2010s, but a lack of consumer attention dampened enthusiasm.

With COVID-19 forcing people to find contactless ways of communication, marketers started experimenting with QR codes again. Restaurants and bars were early adopters of QR code in 2020,  offering digital menus via QR codes instead of high-touch physical menus.

As consumers are becoming more comfortable using the QR codes now, marketers are experimenting with adding more QR codes to packaging and retail displays and advertisement testing. In the coming days, marketers are also likely to experiment with QR codes with the type of content or experience they deliver to their consumers.

Marketers said QR code could reduce cluttered messaging on packaging as well as improve sales attribution. Koala CMO Peter Sloterdyk said, “It’s a simple, straightforward, Covid-protocol-friendly mechanism to deliver information, offers, and digital experiences to consumers.”

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