QR stands for Quick Response, and it is the name given to a two-dimensional barcode style recognition system.
QR codes use square black dots arranged on a grid on a white background, and have a greater capacity for storing information than the traditional barcode. Originally designed for use within the Japanese automotive industry, over the past few years the use of QR codes has become more widespread.
Today, retailers and consumers can ‘read’ QR codes using a handheld device such as a smartphone. The camera on the device takes an image of the code and underlying software extracts the data that is represented in the ‘patterns’ of the code, to return information to the user. The codes can also be used to launch videos, send a text, or direct the viewer to a website. Applications of the QR to date include product tracking, document management and marketing communications.
QR codes have the potential to take online shopping to new heights, as illustrated by Tesco’s Homeplus development in South Korea. The grocery retailer produced a ‘virtual store’ on a wall, displaying products with QR codes under each. Customers simply ‘read’ the QR code with their smartphone to add selected purchases to their online shopping basket, for subsequent home delivery.
Contribution to Retail History
QR codes, which have more storage capacity than UPC codes, have gained significant popularity as smartphone and tablet usage and penetration have become widespread. Manufacturers have incorporated QR codes as part of their product marketing and promotions that enable consumers at point-of-purchase to access relevant details, specifications, and prices which influence buying decisions. QR codes are also being used by video game developers, financial institutions and credit card companies to store information and process payments.