Sharat Potharaju is cofounder and CEO of Uniqode, whose vision is to enable digital connection with every physical object and place.
Third-party cookies are crumbling, customer acquisition costs are climbing and marketers are scrambling for cleaner, more cost-effective ways to understand and engage customers. To help with this, one tool many brands are using today is QR codes.
My company, a QR code management platform, found in our 2025 State of QR Codes Report that of the 601 business leaders we surveyed, 95% of respondents use these codes to collect first-party data insights directly from customers. We also learned that nine in ten respondents engage with QR codes at least weekly, and 59% scan them daily. QR-linked destinations saw an average click-through rate of 37%, and 98% of respondents said they saw codes’ “positive impact on marketing operations.”
Why QR Codes Are Playing A Bigger Role
As an article published in the Wall Street Journal explained, many brands are prioritizing first-party data and working to “reduce their reliance on third-party cookies amid stricter privacy regulations and decreasing support from major tech companies.” Brands can use QR codes as one part of a broader strategy for obtaining first-party data. They can help give brands a direct, transparent line to many of the insights that used to come from cookies without the same privacy concerns.
QR codes don’t require rebuilding your marketing strategy from scratch, and most brands already have packaging, signage, displays and printed materials where QR codes can be added. Each scan of a code signals real intent, whether it’s watching a video, unlocking a promo, leaving a review or joining a loyalty program. Whatever the action, it’s deliberate, and that makes it easier to activate.
The tech has also matured with dynamic QR codes. These codes are editable, trackable and adaptable in real time, which means marketing teams can A/B test content, update landing pages and change destination URLs without reprinting. And, since QR codes work across physical and digital touchpoints, they can fit into existing workflows. Brands can use them to turn everyday assets into measurable engagement points, from hotel key cards to product labels to restaurant table tents.
What’s Holding Brands Back
Our report also found that 46% of businesses surveyed are still facing hurdles when it comes to QR codes, often tied to outdated systems or a lack of scalable tools. In fact, 60% of companies surveyed said they need more sophisticated tools to deploy, manage and measure QR campaigns effectively.
For many business leaders, the real challenge is finding a platform that actually fits their business. Addressing this begins with a close look at what is currently in place. Are your current codes static and hard to update? Is scan data disconnected from your customer relationship management (CRM) tool or personalization workflows? Are your teams stuck with clunky processes that make optimization difficult?
Once you’re clear on the pain points standing in your way of using QR codes effectively, it’s easier to evaluate providers and press for specifics. Keep in mind that the right tool should make it easy to roll out campaigns across geographies, refresh creative in real time and keep branding consistent. As you’re exploring solutions, I recommend asking:
• Will this platform plug into the systems we already use (CRM, analytics, automation)?
• Can we edit A/B test destinations without reprinting?
• Are the analytics deep enough to tie scans back to engagement or conversion goals?
• How does the platform handle privacy, security and compliance?
Tips For Deploying QR Codes
Remember, however, that QR codes aren’t a silver bullet, so keep the following in mind:
Customer adoption: This varies by audience and region. What works in a digitally savvy urban market might see lower uptake in areas with limited smartphone use or slower mobile data speeds.
Placement and design: If a code isn’t easy to find, scan or understand, engagement will drop.
Privacy and trust: Although QR codes don’t track without consent, consumers may hesitate if they’re unsure where a scan will take them. Clear calls to action, recognizable branding and HTTPS-secured destinations are essential.
Preparing your team: Brands should also ensure that relevant teams are equipped to generate codes, read dashboards and act on insights. Establish clear ownership for updating links and closely monitor performance.
Leveraging data: Integrating scan data into broader initiatives like loyalty, personalization and omnichannel engagement can help actively leverage insights, fostering a cohesive strategy that drives success.
Thinking bigger: Beyond direct engagement, brands can look for opportunities to integrate QR codes into broader strategic initiatives, such as sustainability efforts, immersive experiences and omnichannel campaigns.
Looking Ahead
I believe the next evolution of QR codes will rely greatly on real-time context. Think loyalty enrollment triggered by scan behavior, smart packaging that updates based on inventory and in-store signage that adapts by location and daypart. As platforms mature, I expect dynamic QR codes, in particular, to plug directly into personalization engines, AI tools and even augmented reality layers, turning every scan into a micro-moment with macro impact. This opens the door to treating physical environments as dynamic canvases where content, commerce and customer intelligence come together in real time.
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