Global adoption on the rise

Invented in 1994 by Masahiro Hara at Denso Wave to speed up the tracking of car parts, the QR code was initially a purely industrial solution.

For a long time, it remained out of the public eye, used mainly in the logistics and manufacturing sectors.

The real democratisation began in the 2010s with the spread of smartphones capable of reading these codes without third-party applications.

But it was the COVID-19 pandemic that acted as a global catalyst: to limit physical contact, QR codes and digital menus became the norm in restaurants, public places and events.

Today :

• 📈 +433% growth in scans between 2021 and 2023 (source: Mindgate).

• 🌍 2.2 billion users expected by 2025 (source ElectroIQ).

• 🇫🇷 In France, 66% of consumers have already used a QR code (source: Scanova)

The QR code has evolved from a utilitarian tool to a key vector of customer interaction. It has won the trust of users out of necessity... and has remained so for its practicality.

Diversified and Innovative Uses

The QR code has been transformed to meet the needs of businesses, governments and consumers. Here's how:

Marketing and Advertising

• 40% of scanned QR codes are linked to marketing activities.

• Examples: Redirects to promotions, competitions or exclusive content.

Case in point: the Puma brand has integrated QR codes into its shop windows to offer ‘surprise’ discounts that can only be accessed by scanning. The result: a 20% increase in the number of people entering the shop.

BuyTryShare tip: Use the QR code as a trigger for instant rewards to boost customer engagement.

Contactless payments

• Market estimated at $45.9 billion in 2032.

• QR codes integrated into payment applications such as PayPal, Lydia and Alipay.

Case in point: in China, over 90% of mobile payments are made using QR codes.

Why it works: Fast, secure, contactless - ideal in times of health scares.

BuyTryShare tip: If your site or application offers payment, integrate a QR mode to speed up the purchase and reduce basket abandonment.

Restaurants and hotels

• 70% of restaurants in Spain use QR code menus, a trend that is also strong in France.

For example: establishments like Big Mamma in France offer access to an interactive menu, with the option of ordering directly from your smartphone.

Advantage: lower printing costs, instant updates, and insights into the most popular dishes.

BuyTryShare tip: use evolving QR codes to display menus, daily offers and integrate quick-fill review forms.

Logistics and Transport

• Use to track parcels, manage stocks or provide travel information.

Case study: FedEx integrates QR codes for contactless parcel drop-off and pick-up.

Strategic advantage: fewer human errors, faster customer service.

BuyTryShare tip: add QR codes to your packaging for real-time tracking or quick access to instructions for use.

Health

• QR codes used for vaccination certificates, COVID-19 test results and access to medical records.

Case in point: the Health Pass in France was based on reading secure QR codes

Impact: citizens have learned to trust QR codes for sensitive information.

BuyTryShare tip: for services related to health or well-being, use QR codes for quick check-ins, document transmission or to make appointments.

Revealing statistics

• 2.2 billion users by 2025.

• 48% of Americans scan a QR code several times a month.

• 42% of French people have made a payment using a QR code.

• The QR payment market is expected to be worth $8 trillion by 2029.

Business translation: the QR code has become a natural gesture for billions of consumers, from reading content to making a purchase.

Why integrate QR codes into your marketing strategy?

1. Instant interaction

• Create a frictionless experience: from poster to smartphone in 1 scan.

2. Collecting valuable data

• Track who scans where and when: valuable information for your future campaigns.

3. Personalised marketing

• Offer dynamic experiences: redirect to a site, a promotion or a form depending on the profile or the moment.

4. Cost reduction

• Less printed material, greater flexibility (instant changes to QR-linked content without reprinting).

BuyTryShare tip: use Dynamic QR Codes, which allow you to change the URL or the content behind the code without changing the visuals, for greater marketing agility.

Conclusion

The QR code is now an essential part of omnichannel marketing. It seamlessly connects the physical and digital worlds, while offering opportunities for personalisation, rapid interaction and strategic data collection.

At BuyTryShare.com, we can help you take advantage of this revolution to turn every interaction into an opportunity for conversion and loyalty. Our initial feedback on its use in TV is edifying....

The question is no longer ‘Should you use QR codes?’, but ‘How can you get the most value out of them?’