How to create and use QR codes in your strategy: a guide with a case study

QR codes have gone from being a passing trend to becoming an essential tool for businesses across all sectors. From restaurants digitizing their menus to stores facilitating contactless payments, this technology simplifies processes and improves the customer experience.

If you're wondering how to create a QR code, in this article, you'll discover the steps to generate one for free, the most effective uses in different businesses, and practical examples for successful implementation.

We'll also explain what a QR code is used for and how to leverage it in marketing, customer service, and sales strategies. Whether you need to redirect customers to your website, share contact information, or automate processes, creating a QR code is quick and affordable.                                                                                                                                                 

 How to create and use QR codes for your business. 

Learn how to design and use QR codes effectively to boost engagement, improve customer experience, and strengthen your digital presence.


What is a QR code, and how does it work?

QR codes, or Quick Response codes, are the evolution of the barcode. They are modules for storing information in a dot matrix or a two-dimensional barcode that generally look something like this:

And we say "usually" because they can come in other colors and shapes, but you get the idea. They often appear in direct mail, signs, billboards, and even TV commercials.

Originally designed in Japan for the automotive industry,  barcodes have been embraced by marketers because they offer a large storage capacity and the ability to provide additional information to consumers beyond what a creative or integrated presentation could convey.

If a consumer sees a QR code, they can open the scanner on their mobile device and scan the barcode to access additional information. Or let's say you want to promote a podcast in a bus shelter advertisement. You could create a QR code that directs users to your iTunes page when they scan it, in just a few seconds.


How a QR code works

We've all seen at some point the barcodes that accompany all products sold in stores or supermarkets.

These codes, which consist of vertical stripes of varying widths, are unique identifiers for each product. A QR code uses the same principle as barcodes, but they are designed to redirect a user to a specific location on the web.

The arrangement of black and white boxes in a QR code is unique to each page, app, or tool you use.

They're designed to be interpreted by devices that capture images, such as cell phone cameras. Once the device knows it's viewing a QR code, it can translate the array into a web address you can access.


Elements of a QR code

  • The identifiers, with which each version is perfectly differentiated. 
  • The format where knowledge is provided about its configuration and allows it to be decoded even if it is partially covered or damaged. 
  • The specific data it contains (information).
  • The positioning, alignment, and timing patterns indicate the correct direction of the code, which is decoded in 360 degrees and which determines the width of the data matrix, respectively.

To decode it, you need a device with a camera (smartphone or tablet) that also has a scanner for this type of code. Many already have it built into their cameras, and there are apps for this purpose. Simply point the lens at the QR code, and it will immediately open the information it contains.

Types of QR codes and what they are used for

Not all QR codes are created equal. Depending on their function, there are different types that can help you improve your customer experience and streamline processes. Here, I explain the most common ones with practical examples.


1. Static QR code: simple and direct

What does it do? It contains fixed information that cannot be modified after creation.

Example use case: A restaurant prints a QR code on its physical menu so customers can scan it and view the digital menu.


2. Dynamic QR code: editable and traceable

What does it do? It allows you to change the linked information without having to generate a new code. Additionally, you can obtain data on how many times it has been scanned and from where.

Example: A store uses a QR code on its advertising sign to direct customers to special offers. If the promotion changes, they simply update the link without modifying the code.


3. vCard QR Code – Instant Contact

What does it do? It saves contact information such as name, phone number, email, and social media accounts so that when scanned, it can be added directly to your phone's address book.

Example of use: a professional who places it on his business card so his clients can save his contact information without having to write it down.


4. QR code for payments: fast and contactless

What does it do? It links directly to payment platforms like PayPal, Mercado Pago, or Bizum, enabling cashless transactions.

Example of use: a cafe that offers a QR code on the table so customers can pay for their purchase without waiting for the waiter.


5. QR Code for Social Media: More Followers in One Scan

What does it do? It directs users to an Instagram, Facebook, TikTok, or other social media profile so they can easily follow you.

Example use case: A clothing store prints its QR code on product labels so customers can discover new collections on Instagram.