‘Gateway to anything a marketer can dream up’: Touchless commerce has normalized the QR code, and brands are giving it a second look

Marketers are giving QR codes a second look this year, adding them to packaging, retail displays and out-of-home ads. While marketers initially experimented with the QR code in the early 2010s, some saw the code as a fad bound to fade out as consumer adoption of the QR code was lackluster. That prediction proved true for the latter half of the decade, though the scannable code has made a comeback over the last year. Marketers and agency execs say adoption and use of QR codes has increased amid
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