QR Codes in Omnichannel Strategy – How to Effectively Connect the Offline and Online Worlds?

Estimated reading time: 12–14 minutes

Omnichannel | Dynamic QR Codes | Marketing Strategy | Customer Journey | e-commerce | SimpleQR | Content Personalization | Channel Integration

Have you ever held a product in your hand at a store but still lacked the key information needed to make a purchase decision? Maybe you wanted to see reviews from other customers or check if a different color would be more appealing. And what if you could access all that information in an instant—without having to type a long URL into a search engine?

This is the power of an omnichannel strategy supported by QR codes.

In a world where the boundaries between physical and digital commerce are blurring, brands must provide a consistent and seamless shopping experience at every stage of the customer journey. QR codes are one of the most effective tools that enable this integration, eliminating barriers and making it easier for users to transition from one channel to another.

What Is Omnichannel Strategy and Why Should You Invest in It?

The term omnichannel refers to a multi-channel sales and communication strategy where all customer touchpoints are integrated. In practice, this means that a customer can seamlessly move between different channels—physical stores, e-commerce, mobile apps, social media, or email marketing—without losing consistency in their experience.

Example of omnichannel in action:

• A customer sees a product advertisement on social media and clicks a link to visit the website;

• They browse the offer but don’t finalize the purchase—so they receive a reminder email;

• They decide to see the product in person and visit a physical store;

• At the store, they scan a QR code that leads them to user reviews and additional video materials;

• After making a decision, they complete the purchase online and choose to either pick up the product in-store or have it delivered to their home.

Thanks to this strategy, the customer encounters no obstacles on their shopping journey, and the brand provides a consistent and convenient experience.

Omnichannel in Poland – Who Does It Well?

In Poland, more and more companies are implementing omnichannel strategies, integrating various sales and communication channels to provide customers with a seamless shopping experience. Here are some examples:

Allegro
Poland’s e-commerce leader combines online shopping with offline services through the Allegro Smart! program. It offers free delivery to parcel lockers, pick-up points (such as Żabka or Orlen), and in-person collection from sellers. The mobile app synchronizes the cart and allows for tracking shipments.

CCC
The footwear group CCC allows customers to check product availability online, order for in-store pickup, and return online purchases in physical stores. Selected locations feature touch screens that allow customers to order products from the online warehouse.

Empik
Empik integrates physical stores with the empik.com platform and mobile app. The Empik Premium program offers discounts and free deliveries, and customers can reserve products online for in-store pickup.

IKEA
IKEA offers consistent shopping experiences by integrating its mobile app, website, and physical stores. Customers can create shopping lists that sync across devices, making planning and purchasing easier.

Zalando
Zalando enables customers to return online-purchased products at physical collection points, demonstrating effective integration of online and offline channels.

And what role do QR codes play in all of this?

QR Codes as a Bridge Between Offline and Online

QR codes have become a key tool in omnichannel strategy, allowing companies to connect various communication and sales channels into a single seamless ecosystem. One scan is enough to transfer the user from the offline world to the digital one – without the need to manually enter URLs or search for information.

Thanks to this, customers have instant access to the content they need, and brands can better engage users and optimize their marketing activities.

Examples of QR code usage in omnichannel strategies across various industries:

• Retail and e-commerce – QR codes placed on product tags lead to detailed specifications, reviews, and instructional videos;

• Gastronomy and HoReCa – Digital menus available by scanning a QR code on the table eliminate the need for printed menus;

• Events and Conferences – QR codes on badges can lead to e-books, registration forms, or event agendas;

• Beauty and Wellness Industry – Customers can scan QR codes on cosmetics to see video tutorials on their use;

• Logistics and Delivery – Courier companies use QR codes for parcel tracking and quick access to return forms.

With such solutions, the customer feels that the brand is making their life easier, while the company builds a modern and interactive sales and customer service ecosystem.

Use Case: How a Fashion Retail Chain Utilized QR Codes in an Omnichannel Strategy?

To better illustrate the practical use of QR codes, it is worth looking at a specific example. A fashion retail chain implemented this solution to improve the customer shopping experience and increase sales conversion.

Challenge: The company noticed that customers often abandon purchases because:

• They are not sure how the product looks on different body types;

• They want to compare available colors and sizes without having to ask the staff;

• They often cannot find the right size in the physical store but do not know if it is available online;

• They do not always have time to try on clothes, preferring to make a purchase decision later, e.g., at home.

Solution: QR Codes on Product Tags The company decided to implement QR codes on clothing tags, which, when scanned by a phone, direct customers to the product page.

Benefits for the customer after scanning the QR code:

• Viewing photo galleries – presentation of the product on different body types;

• Checking availability of sizes and colors – both in-store and online;

• Ability to order the product online – when a specific size or color is not available in the store;

• Reading other users’ reviews – making it easier to make a purchase decision;

• Receiving recommendations for matching products – such as accessories or other styling elements.

Effects of Implementing QR Codes:

• Increased sales – Customers who did not find the right size in the store could order it online instead of abandoning the purchase;

• Improved customer service – Salespeople could focus on providing advice instead of answering basic questions about product availability;

• Greater customer engagement – The ability to read reviews and view user photos increased trust in the brand and encouraged purchases;

• Sales channel integration – Customers could start shopping in one channel and finish in another, which increased the flexibility of the shopping process.

Best Practices for Using QR Codes

To ensure that QR codes fulfill their purpose and effectively support an omnichannel strategy, their implementation should be well-thought-out from both technical and user perspectives. Here are four key areas to consider when planning a campaign using QR codes:

1. Thoughtful Location of QR Codes The location where the QR code is placed matters significantly. It should be easily accessible and intuitively located from the user's perspective. In practice, this means placing codes on product tags, near cash registers, on packaging, posters, or promotional materials in high-traffic areas. The code must not be too small or hidden – its visibility directly affects campaign effectiveness.

2. Optimization of the Landing Page Scanning the QR code should lead to specific value – a product page, video, form, or offer. It is crucial that the landing page is fully responsive and optimized for mobile devices. The content should load quickly, be clear, and free of unnecessary steps. Remember, the user arrives "from the street" – first impressions and simplicity matter.

3. Personalization of Content and Flexibility of Message Dynamic QR codes allow the content they lead to to be edited even after printing. This makes it easy to adapt campaigns to seasons, locations, or specific customer segments. This solution also works well in A/B testing and promotional campaigns that change over time. Personalization increases message relevance and campaign effectiveness.

4. Monitoring and Optimization One of the greatest advantages of QR codes – especially dynamic ones – is the ability to analyze them. With advanced statistics, you can track the number of scans, user locations, devices used, and peak activity times. These insights help optimize campaigns – allowing you to quickly react to what works and what needs improvement.

A well-designed and implemented strategy based on QR codes not only increases customer engagement but also provides marketers with valuable information that can translate into real business results.

The Most Common Mistakes When Implementing QR Codes – What to Avoid?

Although QR codes can be an effective tool supporting an omnichannel strategy, careless use can have the opposite effect – discouraging users from interacting with the brand and negatively impacting its image. Here are the most common mistakes to avoid:

1. Lack of Context of Use
   A QR code placed without any information about what it contains usually fails to generate interest. Users need a clear message – encouragement and justification. Therefore, it's essential to include a short call to action (CTA), such as “Scan to read customer reviews” or “Check out how the product works.”

2. Unreadable or Poorly Placed Code
   Codes that are too small, printed with low quality, or placed in hard-to-reach areas (e.g., on folds of printed materials) significantly hinder scanning. A QR code must be visible, well-lit, and placed where users can easily access it.

3. Lack of a Mobile-Friendly Landing Page
   QR codes usually lead to a website – if it is not optimized for mobile devices, the user experience is ruined. Fonts that are too small, heavy graphics, or the need for horizontal scrolling can effectively discourage further interaction.

4. Location Without Internet Access
   Placing QR codes in areas where users have no internet access (e.g., in subways, basements, or elevators) misses the point. If scanning does not result in quick content loading, users will lose patience and interest.

5. Overly Complicated Content or Non-Intuitive Path
   A QR code should lead to content that is quick, clear, and valuable. A page that requires registration, filling out a long form, or completing several steps before the desired content appears is a surefire way to lose users. Content must be tailored to the moment and context – simple, clear, and immediately understandable.

6. Non-Working QR Codes
   It often happens that companies use free QR code generators, which result in QR codes that stop working once printed. It's essential to ensure a stable and reliable program for generating QR codes.

The effective use of QR codes depends not only on technology but, most importantly, on how users perceive them. The easier and more transparent the process, the higher the likelihood that the customer will take action and remember the brand positively.

How to Measure QR Code Effectiveness? Key Metrics (KPIs)

One of the most important aspects of any marketing campaign – including those using QR codes – is the ability to measure and optimize it. Without data, it’s difficult to draw conclusions, make accurate decisions, and increase the effectiveness of actions. Therefore, it’s essential to define specific performance metrics from the very beginning.

1. Number of Scans
   This is the most basic but incredibly important metric. It shows how many times the code has been scanned, and therefore, how many people were interested in the message. It can be counted overall or broken down by specific days, weeks, locations, or media.

2. Scan Location
   Thanks to dynamic QR codes (e.g., generated by SimpleQR), it’s possible to analyze from which locations users originate. This allows you to determine which exposure spots are the most effective and optimize material distribution.

3. Time Spent on the Landing Page
   Scanning the code is just the beginning – it’s essential to see whether the user engaged with the content they were redirected to. Analyzing the time spent on the page provides insights into whether the content was interesting and valuable.

4. Conversions
   A key metric of any campaign's effectiveness. For QR codes, this can include newsletter sign-ups, coupon downloads, event registrations, or purchases. The more specific the goal, the easier it is to measure.

5. Days and Hours of Highest Activity
   Analyzing the times when users most frequently scan QR codes helps align marketing activities with their daily rhythm. This data can be used to plan promotional material publications, enhance messaging during specific hours, or run timed campaigns.

Regular analysis of these metrics allows not only for evaluating the effectiveness of a given campaign but also for drawing conclusions for the future. Thanks to this, actions involving QR codes become increasingly precise, relevant, and measurable – and therefore, effective.

The Future of QR Codes – What Technologies Will Strengthen and Develop Them?

QR codes are a solution that does not stand still. As technology advances, they gain new applications, becoming increasingly interactive and integrated with the digital world around us. Here are the directions in which their potential will continue to grow:

1. Augmented Reality (AR)
   Combining QR codes with augmented reality technology allows for product presentations in 3D format directly on a smartphone screen. A user scanning a QR code can, for example, view a piece of furniture in their room before deciding to purchase – a new level of customer experience.

2. Integration with Voice Assistants and Voice Search
   In the near future, QR codes may collaborate with voice recognition technologies. After scanning a code, the user will be able to interact with an application using voice commands – a further step toward touchless, fast, and convenient interaction.

3. Mobile Payments Based on QR Codes
   In countries like China, payments via QR codes are already commonplace. In Europe, we are also observing increasing interest in this solution – it enables fast, secure, and intuitive transactions without the need for a payment terminal or banking app.

4. Interactive Television Ads
   Modern TV campaigns are increasingly using dynamic QR codes that appear on the screen during commercials. Viewers can scan the code at the same time and be instantly redirected to an online store, a sign-up form, or a promotional page – an excellent way to shorten the customer journey and maintain audience attention.

QR codes are evolving from a simple tool into an advanced element of interactive marketing. With the integration of new technologies, they gain new functionalities, becoming increasingly versatile and engaging. This indicates that their role in brand communication will only continue to grow.

How Does SimpleQR Support an Omnichannel Strategy?

Although many tools for generating QR codes are available on the market, only a few go beyond the basic function of creating static graphics. SimpleQR is a Polish solution that meets the needs of modern companies focused on effective and measurable communication within the omnichannel model.
The platform enables the creation of dynamic QR codes, which not only redirect users to selected content but also allow for real-time modification, performance analysis, and message personalization.

Thanks to SimpleQR, companies can:

• Measure the effectiveness of actions – Analyze the number of scans, user locations, interaction time, and campaign performance.

• Adjust content to context – Dynamic QR codes can lead to different materials depending on location, time of day, or stage of the campaign.

• Automate marketing activities – Codes can direct users to landing pages, loyalty apps, contact forms, or video content.

This tool allows you to transform simple scanning into a fully functional touchpoint between the customer and the brand – effective, measurable, and fully integrated with other communication channels. Thanks to this, QR codes become real support for the omnichannel strategy, not just a technological add-on.

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"We want to provide you with a reliable and secure product.
At Veriori, we always focus on trust, security, and development based on the real needs of companies. When creating SimpleQR, our goal was for this tool to be more than just another QR code generator but a partner in communication transformation. Today, companies need solutions that are flexible, measurable, and ready for the future – and that’s precisely what guided us during the design process."

Julita Skowrońska – Board Member of Veriori SA 

Summary

In an era of rapidly changing consumer expectations and the blurring of boundaries between the physical and digital world, an omnichannel strategy is no longer just an add-on but a standard for modern communication and sales. QR codes – modest yet extremely functional – are proving to be one of the key tools enabling effective connection of online and offline channels.
With proper implementation – considering context, location, mobile optimization, and analytics – they become not just touchpoints but real support at every stage of the customer journey. Examples from companies like CCC, Empik, and IKEA show that this technology has wide application and its potential continues to grow.

Furthermore, the development of tools like SimpleQR allows for dynamic content management, precise measurement of results, and personalized messaging – making QR codes modern, measurable, and effective marketing tools.

One thing is certain – QR codes are no longer just a technological curiosity. Today, they are one of the pillars of a coherent, thoughtful, and convenient shopping experience that can genuinely translate into customer loyalty, increased conversion, and sales growth.

Veriori SA – a Polish company specializing in providing modern technologies based on QR codes, such as Simple QRand Secured QR. Our mission is straightforward and authentic communication in the business world, built on technologies that serve people.