QR codes on in-store screens: when they make sense

QR codes in DOOH make sense when the shopper has a reason to scan and a moment to do it. A QR code is a square barcode that a phone camera can read to open a link. On an in-store screen, it can connect a brief glance to something more: a coupon, a sign-up, a longer piece of content. Without a clear reason and a realistic moment, it's just a square taking up space.

My opinion: most QR codes on counter screens are there because someone asked for one, not because the campaign needs it.

When does a QR code make sense?

When the payoff is clear and immediate. "Scan for a coupon you can use today" gives the shopper a concrete reason. "Scan to learn more" usually doesn't.

When the shopper has time. At the counter, a shopper waiting in line or for change may have a few seconds. A shopper paying and leaving doesn't. The code has to be readable quickly, from where people stand.

When the action continues outside the store. Non-endemic brands, local services and sign-up campaigns often benefit most, because the ad's goal is a later action that a link can start.

When doesn't it make sense?

When the goal is a purchase in the store. If the product is three steps away in the cooler, the best call to action is "grab one." A QR code adds a step between the shopper and the shelf.

When the screen is small or far away. A code needs enough size and contrast to be read by a phone camera from a normal distance. If it can't be scanned comfortably, it's decoration.

When the destination is weak. A code that leads to a generic homepage, a slow page or a page that isn't built for phones wastes the shopper's effort and leaves a poor impression.

How should a QR code be designed?

Big enough and clear enough. Leave a quiet margin of empty space around the code, keep strong contrast between the code and its background, and avoid placing it over busy images.

With a label. Tell people what they'll get: "Scan for today's coupon." A code with no explanation gets ignored.

With a short, stable link. Use a destination that will stay live for the whole campaign and works well on a phone. Test the code on several phones before launch.

Within the specs. Check the creative specs page for safe areas and resolution, since a code near the edge of the screen or at low resolution may not scan.

How should results be tracked?

On your own side. The code's destination, such as a landing page or coupon system, is where scans and actions can be counted. Use a unique link for the campaign so its traffic can be separated from other sources.

Be clear about limits. Scan counts show how many people used the code, not how many saw the ad. They also don't capture people who remembered the brand and looked it up later.

Handle any data with care. If the landing page collects personal information, follow applicable privacy rules and be transparent about how it's used. The FTC's privacy and security guidance is a useful reference, and rules vary by state. For questions about what measurement your campaign can use, contact the NRS Digital Media team.