Your customers are already carrying QR code scanners in their pockets—and businesses are using that simple fact to turn product packages into marketing channels, print ads into digital experiences, and store displays into data-gathering tools.
QR codes have moved far beyond restaurant menus. Today, businesses across industries use them for marketing, payments, loyalty programs, inventory management, and customer engagement. The technology has matured, and the data proves it works: 98% of companies using QR codes report a positive impact on marketing operations .
In this guide, you’ll learn how businesses are using QR codes across retail, hospitality, events, and more—with real examples and practical insights you can apply.
TL;DR
Businesses use QR codes in four main areas: marketing and customer engagement (packaging, print ads, CTV commercials), payments and ordering (contactless checkout, digital menus), loyalty and rewards programs (frictionless sign-up, personalized offers), and operations (inventory tracking, supply chain management). Dynamic QR codes are essential because they provide scan analytics and let businesses change destinations without reprinting. Major brands like Kraft Heinz, Nike, and JCPenney use QR codes to gather first-party data and drive measurable revenue .
Key Takeaways
- 95% of businesses use QR codes to collect first-party data directly from customers—critical as third-party cookies disappear .
- Dynamic QR codes are the professional standard: editable, trackable, and adaptable in real time .
- QR codes on product packaging can drive millions of engagements—Capri Sun generated 579,000+ landing page views from a packaging campaign .
- Connected TV (CTV) is a growing QR frontier: 83% of Americans use mobile devices while watching TV, making QR codes a performance marketing opportunity .
- Contactless payments via QR codes are convenient for 67% of retailers and 39% of consumers .
Marketing and Customer Engagement
Marketing is the primary driver for QR code use across organizations . Brands use QR codes to turn physical touchpoints into digital engagement opportunities, bridging the offline-to-online gap.
Product Packaging
Consumer packaged goods (CPG) brands are leading the way. QR codes on packaging can pull up recipes, offer discounts, or provide product storytelling . The wine brand 19 Crimes uses QR codes on labels to unlock augmented reality videos where historical characters appear to tell their stories .
Kraft Heinz’s Capri Sun ran a sweepstakes campaign with QR codes on packaging. The campaign generated more than 579,000 landing page views and 28,000 subscription entries—making it one of the top three QR campaigns across all Kraft Heinz brands .
Why packaging works: The customer is already holding the product in a moment of focus and intent. A well-placed QR code capitalizes on that attention .
Print Ads and Physical Materials
QR codes on posters, billboards, flyers, and business cards provide additional information, videos, or maps . They also help businesses collect feedback, direct customers to review sites, and prompt social media follows .
Connected TV (CTV) and Digital Advertising
QR codes in TV commercials are creating a new performance marketing channel. Coinbase’s Super Bowl ad with a bouncing QR code generated 20 million landing page hits in a single minute .
JCPenney’s “Make It Count” campaign used QR codes across media placements, driving more than $20 million in revenue and a 2.93% conversion rate . Mondelez ran a CTV campaign for Nabisco with QR codes enabling viewers to add products to Walmart shopping carts—delivering 10x higher conversions than CTV industry benchmarks .
Best practice: TV QR codes work best with compelling calls-to-action and appear within the first 10 seconds of the commercial .
Instagram, Facebook, LinkedIn, TikTok
Brands use QR codes on social media to:
- Link followers to product pages, shops, or exclusive content
- Launch giveaways or challenges with scan-to-enter mechanics
- Cross-promote to other platforms
- Drive event registrations and app downloads
Payments and Ordering
QR codes have become a standard for contactless payments and ordering, especially in retail and hospitality.
Contactless Payments
Businesses can generate unique QR codes for touch-free payments. Customers scan and pay directly from their phones—no cash, cards, or POS terminal interaction required .
Where to place payment QR codes: in store windows (for takeout), attached to packages (for curbside pickup), at checkout counters, and on deliveries .
Square found that 67% of retailers find QR codes convenient for payments, and 39% of restaurant consumers agree .
Digital Menus and Self-Ordering
Restaurants use QR codes to replace disposable menus, allowing instant updates to items, pricing, and availability .
Flour + Water Pizzeria in San Francisco uses QR codes for game-day ordering. The restaurant prints the code on posters and “trading cards”—customers scan to place takeout or delivery orders, dramatically speeding up service .
Consumer adoption: About half of diners are willing to order via QR code at quick-service restaurants .
In-Store Experience Enhancement
Retailers use QR codes to improve the shopping experience. Nike uses QR codes throughout flagship stores where shoppers can scan mannequins to have clothing retrieved in their size . Coca-Cola created contactless soda fountains that use QR codes to pour beverages .
Loyalty Programs and First-Party Data
QR codes are powerful tools for building customer loyalty and collecting valuable first-party data.
Frictionless Loyalty Sign-Ups
Traditional loyalty programs require manually entering lengthy product codes. QR codes make it instant: scan the code, receive a reward, and join the program .
BERO Brewing, a premium non-alcoholic beer brand, uses QR codes with serialized authentication. Each code is unique, validated in real time, and voids after scanning—eliminating fraud while providing a seamless omnichannel rewards experience across Amazon, Target, and direct sales . Paid members get free shipping, product discounts, event invitations, and exclusive access .
First-Party Data Collection
As third-party cookies disappear, businesses need direct customer relationships. QR codes provide this: 95% of businesses use them to collect first-party data . Each scan signals real intent—watching a video, unlocking a promotion, or joining a loyalty program—making the data more actionable than passive tracking .
Operations and Supply Chain
QR codes aren’t just for customers. They’re also transforming internal operations, especially in retail supply chains.
Inventory Management
GS1, the standards organization behind traditional barcodes, is leading a transition to QR codes powered by GS1 standards. These next-generation codes can hold far more information than traditional barcodes .
Tesco is trialing QR codes on own-brand products. The results show significant operational benefits: store teams can see not just how many products are on shelf, but how many are nearing expiry—enabling better waste reduction, replenishment planning, and customer satisfaction .
The transition is gaining momentum: one in ten UK businesses have already implemented QR codes powered by GS1, and another third plan to do so within 12 months .
Transparency and Trust
QR codes help brands share detailed product information with consumers. Whey Better Chocolate uses QR codes to make complex nutritional science accessible. Creative Nature uses them to provide allergen information, building trust with allergy sufferers .
Dynamic vs. Static QR Codes: A Critical Distinction
Businesses are shifting to dynamic QR codes because they’re:
- Editable: Change destination URLs without reprinting
- Trackable: See scan volume, location, device type, and timing
- Adaptable: A/B test content and update campaigns in real time
Static QR codes are fixed—once printed, they can’t be changed. For marketing campaigns, dynamic codes are essential .
Adaptive QR Codes: The Next Frontier
Recent innovations include adaptive QR codes that route each scan to a different destination based on language, region, device, or app availability. A single code can send customers to the right regional website, storefront, or app experience—preventing the common frustration of landing on a page in the wrong language or market .
How to Get Started
- Define campaign goals—what action do you want customers to take?
- Choose a dynamic QR code generator with scan analytics
- Add UTM parameters to track scans in Google Analytics
- Customize the design with your logo and brand colors
- Place codes in high-visibility locations with clear CTAs
- Test on multiple devices before deploying
- Monitor data and iterate based on performance
Frequently Asked Questions
What types of businesses use QR codes?
Restaurants, retailers, CPG brands, hotels, event organizers, service-based businesses, and many more. QR codes work for any business with physical touchpoints—packaging, signage, print ads, or in-person interactions .
Can small businesses use QR codes effectively?
Yes. QR codes are accessible and affordable. Free and low-cost generators exist, and the technology works at any scale .
How do QR codes help with data privacy?
QR codes are a first-party data tool. They don’t track without consent—customers actively choose to scan. This makes them more privacy-compliant than third-party cookies .
What’s the ROI of QR code campaigns?
Major brands are seeing real returns. JCPenney drove $20+ million in revenue from a QR campaign. Mondelez saw 10x higher conversions than CTV benchmarks . For smaller businesses, the value comes from tracking engagement and reducing print costs .
Are QR codes still relevant?
Yes—and their relevance is growing. QR code use in CTV advertising more than tripled year over year. Two-thirds of advertising executives expect QR usage in digital out-of-home to grow by over 20% annually .
Putting It All Together
Businesses are using QR codes across every customer touchpoint—from packaging to TV screens, store displays to loyalty programs. The technology has matured, and the data shows it works.
Success comes down to three things: using dynamic codes for tracking and flexibility, placing codes where customers naturally pause, and offering value that makes scanning worthwhile.
Whether you’re a global brand or a local restaurant, QR codes can turn physical interactions into measurable digital relationships. Start with one use case—maybe a QR code on product packaging linking to a loyalty program—and scale what works.
Ready to use QR codes in your business? Pick one placement from this guide, generate a dynamic code, and test it with your audience. Drop any questions in the comments—we’re here to help.
Sources
- U.S. Chamber of Commerce – How Brands Use QR Codes to Boost Engagement and Drive Sales
- GS1 UK – Unlocking Loyalty: Transforming Retail with Technology and Trust
- TMCnet – URLgenius Unveils Adaptive QR Codes
- Square – How to Create and Use QR Codes for Your Business
- AdExchanger – QR Codes in Performance CTV
- Nasdaq – BERO Brewing Omnichannel Loyalty with Digimarc
- Forbes – The Role of QR Codes in Marketing
- GS1 UK – Get Ready for Next-Gen Barcodes
- Adobe Express – Tools and Tips for Creating Effective QR Code Campaigns
- Fast Company – Flour + Water Pizzeria’s QR Code Strategy
- PayPal – The Rise of QR Codes as a Payment Tool
