Quick Response barcodes on product packaging invite consumers into branded experiences. 
Image by Markus Winkler from Pixabay
These two-dimensional matrix barcodes are readable by imaging devices connected to processors, such as smartphone cameras. Here are six ways for brands to use codes printed on smart flexible packaging to drive customer engagement online.
What Is QR Code Packaging?
Packaging that is printed with a two-dimensional matrix barcode is considered QR code packaging. While many packages have Universal Product Code barcodes for use during checkout by retailer point-of-sale systems, QR codes are additional codes that can be printed on rollstock or custom resealable bags for use in the supply chain or by end consumers.
QR Code Packaging & Social Media
Customers who scan QR codes can be directed to any destination on the web. A brand that wants to increase follower counts and engagement on social media can link packaging to an account on a major platform or a gateway to a brand’s presence on multiple channels. Users can be prompted to write reviews or engage with a product or brand in other ways.
QR Code Packaging & Product Information
Providing useful information when a customer scans a code can cultivate engagement. The amount of space available on most stand up pouches for providing product facts that go beyond nutritional information, ingredients and allergens is limited. A QR code can link to more information online, including resources for asking questions or other modes of engagement.
QR Codes & Customer Rewards
One of the best ways to monitor levels of consumer interest is to encourage customers to scan QR codes to get customer rewards. Brands may want to factor this feature into the design of packaging and put codes where end consumers are the most likely to see and interact with smart features.
QR Codes & Product Life Cycle Tracking
Serialized QR codes can differentiate individual items, which is useful for tracking products moving through the supply chain to end users and calculating product life cycles. The dates or locations at which codes are scanned may indicate factors that can influence product packaging or formulation for optimal freshness.
If you are doing research on where to buy a barcode scanner, consider a source that can offer multiple models and supporting hardware.
QR Code Packaging & Product Authenticity
Another useful application of serialized Connected Packaging involves quality verification and security. A unique QR code on a product can verify that an article is genuine, indicate proof of purchase or serve other functions. Packaging design should reflect the purpose and intended use of codes.
QR Code Packaging & Recycling
The end of a product life cycle is significant for brands that prioritize environmental responsibility and sustainability. A QR code can provide more information than a How2Recycle logo and ID code, both of which are misunderstood by many consumers. Linking customers to accurate and detailed disposal information is another good use of smart packaging.
These are several ways in which QR codes can encourage customers to access a brand website or online presence on social media networks or other content channels. Consumables producers should prioritize a specific mode of engagement and connect codes to resources that give customers relevant information and a positive user experience.
