QR Codes in Stores: Brilliant or Useless?

How can we provide real value to consumers through the use of QR codes in grocery stores?

During the Sanremo Festival, in Conti’s frantic race against the relentless passage of time—between a quick duet about freedom and a long monologue on commitment—I noticed something: Costa Cruises found a brilliant way to make us interact with a QR code. Every evening, during the commercial breaks, viewers could scan it for a chance to win a cruise. A large-scale engagement operation that racked up over 500,000 scans in just one week (Costa Crociere, 2024).

While many people dreamed of sipping a cocktail by the pool, I was thinking: Why can’t we replicate this level of engagement in grocery stores? Since 2018, I’ve been racking my brain trying to get people to use QR codes in-store, oscillating between moments of enthusiasm and feeling like Don Quixote. So, I wanted to share a few reflections with you.

The Current Situation: Pros and Cons of QR Codes in Grocery Retail

The use of QR codes in the grocery retail sector is growing, but in Italy, consumer adoption is still limited. According to a 2024 report, only 17.8% of Italian mobile users have scanned a QR code inside a store (qrcode-tiger.com, 2024).

The problem? QR codes often turn out to be completely useless. They’re like those frustrating furniture assembly manuals that, instead of clear instructions, just show ads for other products. Consumers scan the code, only to be directed to a generic webpage with no real added value. The result? They stop using them and see them as nothing more than an empty gimmick.

And yet, the potential is there. But to unlock it, we need to rethink how QR codes are used in stores. If a QR code can make people dream of winning a cruise, why can’t it make the shopping experience more engaging?

The Potential of QR Codes: Engagement, Information, and Consumer Insights

When used effectively, QR codes can revolutionize the in-store experience, bridging the gap between the physical and digital worlds. According to GS1 Italy, 60% of Italian consumers want more product information before making a purchase, but only 25% feel that current labels and signage provide sufficient answers (GS1 Italy, 2024).

Vinhood QR Code on a Wine Retailer

QR codes could be the solution—if they provide real value:

• Detailed product information: origin, nutritional values, certifications, and recycling instructions.
• Interactive, personalized experiences: recommendations based on user preferences and smart product pairings.
• Tangible benefits: targeted promotions, recipes featuring items in the shopper’s cart, or complementary product suggestions.

Yet, less than 20% of Italian retailers currently use QR codes to provide truly useful content (NielsenIQ, 2023).

Game-Changers: Successful QR Code Implementations

Despite the challenges, some brands have cracked the code (pun intended) and turned QR codes into a valuable tool for consumers.

• Italy – Opera La Pera: This fruit consortium launched an interactive contest where scanning QR codes on packaging allowed customers to win high-tech prizes. The result? +35% interactions compared to traditional campaigns and a +12% sales increase during the promotional period (Distribuzione Moderna, 2025).
• International – Tesco (South Korea): The supermarket giant implemented virtual shelves in subway stations, allowing commuters to purchase groceries via QR codes for home delivery. This initiative boosted sales by 130% in just a few months (Harvard Business Review, 2024).

QR Codes: An Untapped Opportunity

Some retailers are starting to experiment with more targeted strategies, aiming to create experiences that offer real impact. A notable example is VINHOOD, which is gradually expanding QR code usage in stores to provide educational pathways and a personalized shopping experience. After initial tests in select locations, this model is now being rolled out at dozens of supermarkets and hypermarkets in early 2025.

So yes, I can confirm: this technology has untapped potential and can genuinely engage consumers. But success? That depends entirely on the context and goals behind its use.

Educating Consumers: The Key to Success

But there’s one major obstacle: Technology alone isn’t enough. If consumers aren’t incentivized to use it, QR codes remain a dormant feature.

Effective strategies to drive adoption include:

• Clear in-store signage that explains, in simple terms, the benefits of using QR codes.
•  Well-trained staff who can guide consumers in using the technology.
• Initial incentives, like small discounts or exclusive perks for those who interact with QR codes.

Conclusion

The value of QR codes in stores isn’t in the technology itself, but in how they’re used. When properly implemented, they can become a powerful tool for engagement and consumer information, bringing tangible benefits to both shoppers and retailers. However, to make them a habit, retailers need to actively showcase their benefits in a clear and compelling way