6 Ways Instagram’s New QR Codes Can Bridge Digital And Physical Retail
Analysts have said each year for the past several that it’s finally time for QR codes to gain momentum in the United States. This year is no exception, and there’s more traction now than ever before.
First, as restaurant patrons have begun dining out again, menus often come via an invitation for diners to scan a QR code instead of handling printed material on which COVID-19 might linger. Second, e-commerce shipments or other product packaging may include a QR code to scan for enhanced merchandise information. Third, within retail stores, QR codes are increasingly leveraged for touchless payments.
Tonight, Instagram unveiled new ways that Facebook’s 180 million business users can leverage QR codes to connect with customers. While most businesses could fairly easily generate a QR code linking to any digital property, Instagram is helpfully - to both itself and its business customers - shortcutting the process by letting any business download its own QR code that’s already linked to its Instagram profile. By scanning that QR code via the Instagram Stories camera or any other camera on their phones, users will be navigated to a business’s profile on Instagram and be able to see updated store hours, buy goods or services or seek more information.
Obvious retail use cases include QR codes printed on advertising posters or near specific merchandise, and on customers’ phones to facilitate payment or authentication. But some of the most distinct opportunities use physical storefronts to drive traffic back to a brand’s Instagram page both for immediate gratification and ongoing engagement. Here are six ways retail and restaurants can leverage Instagram’s new offer during COVID and beyond, as prospective customers are standing at their doors:
Restaurant menus, including specials that may change throughout the day
Instagram Stories with up-to-date inventory highlights, including new merchandise drops
Easy bookings for appointments, dining tables, or fitting room reservations
Exclusive promos that are auto-messaged to new followers who land on pages this way
Human-to-human direct messaging opportunities with retail associates
Seamless buy-online-pickup-in-store checkout process for featured items
In explaining tonight’s product launch, a Facebook company spokesperson says, “We know the road ahead for small businesses such as restaurants and shops may be challenging, so we want to continue building tools to help them get discovered and connect with people in new ways."
Retail traffic is depressed right now, in part due to the need to maintain social distancing inside stores (and restaurants). But that doesn’t mean people aren’t nearby or apt to connect with local businesses. QR codes will be a growing enabler of the all important digital-physical connection as lines between channels continue to blur and businesses must establish new paths for connection. It’s time.
This article was originally published by Forbes on 8/18/20.