With GS1’s Sunrise 2027 and FSMA 204 accelerating the shift to 2D barcodes, grocery and foodservice manufacturers are racing to modernize their packaging. These codes represent a leap forward in supply chain transparency, enabling better traceability, faster recalls and compliance with increasingly strict data mandates. But while the supply chain may be the catalyst, it’s the consumer experience that provides the biggest opportunity.
That’s where many brands are stumbling. QR codes are becoming standard, yet poor scan experiences are undermining the opportunity for a meaningful, measurable touchpoint. A recent Uniqode report found that 52% of consumers have encountered QR codes that led to a dead end. Nearly half said they’d hesitate to scan another code from the same brand if they had a bad experience. And once that trust is lost, it’s difficult to win it back.
Every scan signals intent, curiosity and trust. Brands should treat that moment as a strategic engagement opportunity. Whether a shopper is checking sourcing details or hoping for a coupon, they’re actively seeking value. If the post-scan experience doesn’t deliver, it sends a broader message that the brand doesn’t follow through.
The cost of a wasted scan
On its surface, scanning a QR code might seem like a minor action. But in reality, it’s a high-intent signal, especially in a retail setting. When a shopper takes the time to scan a code on a food or beverage product, they’re opening the door to more information, better value or a more personal connection with the brand, whether checking for allergens, confirming ingredient origins, exploring a recipe or accessing a discount.
Too often, that door opens to… nothing useful. Sometimes it’s a PDF that hasn’t been updated in years. Other times it’s a generic corporate homepage with no reference to the product at all. In the worst cases, the link is dead altogether. For a consumer trying to make a choice in the aisle, that disconnect feels like a letdown.
This UX breakdown transforms what should be your strongest customer touchpoint into a trust-killer, teaching customers that your brand overpromises and underdelivers.
What consumers are actually looking for
Uniqode’s research reported that the top three reasons people scan QR codes are to get more product information, find discounts or promotions, and access entertainment or digital experiences. These motivations align with broader consumer behavior shifts, especially in the grocery category.
Furthermore, PwC found that health, convenience and sustainability continue to drive purchasing decisions globally. In North America, 43% of consumers say food prices are prohibitively high, and concerns over safety and quality remain strong. In this environment, QR codes give brands the ability to address concerns in real time with transparency, value and a more informed path to purchase.
Shoppers want to feel confident in what they’re buying. And increasingly, they want to see how a brand’s values align with their own. Whether it’s ethical sourcing, carbon footprint or allergy information, QR codes provide a digital bridge from packaging to proof.
But that bridge only works if it’s built with the consumer in mind. While GS1’s Digital Link standard is an important step for supply chain interoperability, brands need to go further. The shopper-facing experience and what happens after the scan must deliver on the promise of value. “Extras” like recipes, sourcing stories, loyalty offers and sustainability dashboards make the scan meaningful.
Where many QR experiences go wrong
Despite the push for innovation, a surprising number of QR codes still fall flat after the scan. One of the biggest problems is the use of “static links,” which are URLs that can’t be updated once the packaging is printed. These links often point to outdated documents, poorly optimized web pages or one-size-fits-all brand messaging.
In many cases, the experience feels generic. A shopper might be looking for details on the specific product in their hand but land on a homepage that doesn’t mention it. Others may scan in search of a recipe or coupon only to find a dry product spec sheet. These underwhelming interactions make it less likely the customer will ever scan again.
Another common failure point is technical issues. QR codes that aren’t optimized for mobile, take too long to load or lead to error messages create friction in what should be a seamless experience. That friction translates directly into lost engagement.
Dynamic QR codes, on the other hand, give marketers the flexibility to respond in real time and treat the scan like the digital campaign it actually is.
Dynamic QR codes offer a better path forward
For brands ready to rethink their QR strategy, dynamic codes offer a far more flexible and effective approach. Unlike static codes, dynamic QR codes can be updated even after the product has shipped. That means marketers can instantly:
● Refresh the destination URL seasonally
● Swap in new promotions
● Tailor experiences based on location or time of day
● Fix broken links without a reprint
A consumer scanning a salad dressing bottle in winter could be directed to a cold-weather recipe, while the same code could deliver a summer grilling idea a few months later. This flexibility turns each scan into a living, evolving touchpoint that stays current and responsive.
Just as important, dynamic codes generate real-time metrics. Brands can see what's working, where people are scanning and how different content performs, then use that data to optimize future experiences.
Designing a better scan experience
Great QR code strategy requires thoughtful, mobile-first experiences behind the scan. These experiences should feel immediate, relevant and rewarding. That might mean a short video from a farmer, a sustainability dashboard with real-time impact metrics or a loyalty offer that integrates with mobile wallets.
The key is clarity. Shoppers should immediately understand what they’re being offered and how it connects to the product they’re holding. Elements like rich visuals, scannable headlines and intuitive navigation go a long way. So does having a clear call to action, whether it's "Save 15% on your next purchase," "Build your custom meal plan" or "Join our VIP tasting community.”
When a QR scan leads to useful, honest and well-designed content, it sends a message about the brand’s commitment to quality and transparency. More importantly, it builds lasting consumer trust.
While competitors rush to meet basic requirements, forward-thinking brands have an opportunity to establish QR codes as genuine value drivers that differentiate their products on crowded shelves and create lasting customer relationships. In a world where consumers are increasingly selective about which codes they scan, that trust becomes your greatest asset.
