QR codes, designed for logistics purposes in Japan in the 1990s, are now revolutionising companies' approach to communication within their omnichannel strategies.
The most captivating feature is their ability to create a seamless bridge between the physical and digital worlds using mobile devices.
In this guide, you will find practical information on how to make the most of QR codes in a digital signage context
What Is a QR Code and How Does It Work?
A QR code, short for “Quick Response Code”, is a type of two-dimensional barcode. Its square grid structure is composed of black modules on a white background (or vice versa) and, at first glance, can look like a graphic representation halfway between a puzzle and an artistic composition.
The key feature of this powerful tool is its ability to store data, from plain text and URLs to Wi-Fi credentials and much more.
To access the content of a QR code, you need a smartphone or tablet equipped with a QR code scanner, such as the built-in camera found on many mobile devices. When you scan the QR Code, the scanning app decodes the information in the code and presents it on the screen.
It is a quick and effortless process that has become particularly valuable in the digital signage sector, as displaying a QR code on screen is a simple operation with enormous potential.
One of the challenges of digital signage is to go beyond entertainment and information, two fundamental objectives of on-screen communication, to achieve a third and fundamental result: engaging viewers and encouraging them to take a specific action.
When you scan a QR Code, you suddenly find yourself connected to a world of information, offers, videos and more in seconds, right on your device. This instant connection makes QR Codes powerful tools for use on digital displays.
QR Codes on Screens: The Gateway to Your Omnichannel Strategy
Digital Signage is a powerful visual communication tool for businesses, shops, restaurants and public institutions to reach their audience effectively.
Integrating QR codes into this digital communication strategy opens the door to a world of interactive opportunities and creates an omnichannel experience.
Let’s take a look at the main opportunities:
Real-Time Information
One of the most effective ways to use QR Codes in Digital Signage is to provide additional information about products or services instantaneously. For example, a restaurant can place a QR code next to a dish on both digital displays and printed menus.
Customers who scan the code will be taken directly to a page with details about the dish, ingredients, nutritional information or customer reviews.
Custom Discounts
If you’re looking for a way to offer personalised discounts to your customers, QR Codes could be a convenient solution. For example, a clothing store can create specific QR Codes for exclusive offers: customers scan the code and receive a personalised discount or voucher valid for a limited time.
Opinions and Reviews
Collecting feedback from customers is essential to improving the reputation of your business. With a QR Code, the process becomes simple and non-invasive. You could, for example, display a QR code and link it to a short online survey or a specific app to post a review.
Gamification
QR codes can be used to stimulate user interaction with content displayed on screen. For example, the QR code can become a trigger that allows users to access a web page, where they can decide which information to display on the screen, based on a specific question or the possibility of choosing between multiple possible scenarios.
Advantages of Using QR Codes on Screens
Why are QR Codes so effective in Digital Signage? As we have seen, the answer lies mainly in their ability to create an omnichannel experience, precisely because they manage to instantly transport customers from the physical world to the digital one.
Imagine a potential customer standing in front of a clothing store window where a campaign video features an item that catches their attention. They decide to scan the QR code to access more information.
Within seconds, they are directed to the website, where they can explore the product further, read reviews and decide whether to enter the store. Alternatively, they may save the product and make an online purchase later.
QR Codes on screens can also be a valuable ally for promotional campaigns. Imagine, for example, having a screen inside your store. Customers can scan a QR Code to receive an instant discount or access the list of products on sale. The display will not only attract customers’ attention but also offer a direct incentive to purchase. Plus, you can measure the effectiveness of those promotions in real time with data analytics.
QR codes can be used to engage customers in social media activities. For example, you can encourage customers to scan a QR Code that redirects them to your brand's Instagram or Facebook page. Ask them to follow your profile or share a photo with a specific hashtag – this will increase your online presence and create a community of loyal customers who can become advocates for your brand.
In this sense, QR Codes become an indispensable tool for an omnichannel marketing strategy.
The same QR code can be used on signs, counter displays, flyers and many other materials, not just on screens. This versatility makes them ideal for a marketing approach that spans all platforms, unifying the customer experience.
Use QR Codes with Livesignage
Using QR codes in digital signage requires a tool that simplifies the creation and management of these codes, and this is where Livesignage comes in. Our solution offers tools and features that allow you to quickly and easily integrate QR codes into your digital screens.
Maybe you don't know that QR codes are not all the same: the quality of the code is important to ensuring a smooth interaction with the content.
For example, it is important to consider that the longer the destination URL the denser the generated QR code will be, making it more difficult to scan. For this reason, Livesignage allows you to generate QR codes with shortened links and clear, easy-to-scan designs.
Furthermore, Livesignage allows you to update the destination link of the QR code over time: in this way, it will not be necessary to update the visual content, and if you have used the same QR code on printed materials, you will not have to invest additional resources for a reprint.
Livesignage also allows you to monitor and analyse the effectiveness of your QR codes. For example, you can determine how many customers scanned the code, when they did so and what actions they took afterwards. This provides valuable data for adapting and optimising your digital signage strategy.
Case Study: Live Castagneto
The Live Castagneto project is an extraordinary example of an omnichannel ecosystem that harmoniously intertwines digital and physical contact points, immersing visitors in the evocative Tuscan landscape of Bolgheri and Castagneto Carducci. With over 100 strategically placed touchpoints, visitors enjoy a unique experience with personalised suggestions, real-time updates and tailored advice accessed by scanning QR codes.
By scanning a QR code, users can directly access the web app, explore the opportunities available in the area and find detailed information about points of interest on their smartphones, without downloading or installing an application. A carefully designed integration with attention to detail that embodies the essence of the area and guides tourists in their exploration of the territory.
With over 60,000 scans carried out in 2022 alone, the project is changing the tourist experience in Tuscany.
Start exploring the endless possibilities of QR Codes on screens today and define your Digital Signage strategy to transform your display into an interactive and powerful tool to engage your audience and grow your business.
Livesignage is at your disposal to help you develop and implement your project, stand out from competitors and strengthen your position in your target market