Consumers today want product packaging to deliver more than protection. They expect it to connect them to valuable digital experiences with your brand. By adding QR Codes to your product packaging design, you can give customers a simple, instant way to explore helpful content, product details, promotions, or even AR features.
Quick Response (QR) Codes bridge the gap between physical products and your online brand, making it easier to build trust, increase transparency, and reduce packaging waste. With one scan, shoppers can quickly access everything from ingredient lists and sustainability practices to loyalty rewards or instructions.
In this guide, you’ll see how QR Codes support connected, mobile-first packaging strategies. We’ll cover benefits, best practices, and creative ways to put QR Codes to work across industries and product lines.
Note: The brands and examples discussed below were found during our online research for this article.
What are QR Codes on product packaging, and why should you use them?
A QR Code is a small square barcode that customers can scan with their smartphone to instantly access websites or other digital content. Brands add QR Codes to packaging to connect shoppers with landing pages featuring nutritional information, promotions, event details, and other helpful brand content.
Including QR Codes on packaging brings powerful benefits:
- Transparency: QR Codes make it easy to share key product information, even when packaging space is limited. A quick scan can take customers to a landing page with ingredient breakdowns, supply chain data, company certifications, and other trust-building details.
- Sustainability: You can reduce packaging waste using QR Codes. Instead of printing lengthy leaflets, you can deliver the same essential details digitally with a simple scan.
- Interactivity: QR Codes make your packaging interactive. You can link to loyalty rewards programs, branded events, games, and other special offers and experiences that grab their attention and promote engagement.
- Customer convenience: Placing QR Codes on packaging improves the customer experience. Instead of searching online for details about their purchase, customers can scan and jump directly to the resources they need. In fact, 43% of consumers use QR Codes to access product information.
- Analytics: Bitly Codes are fully trackable through Bitly Analytics. Depending on your plan, you can monitor scan volume over time by day, region, and device type, giving you insights to fine-tune future marketing campaigns.
- Traceability: QR Codes also support batch code tracking for cosmetics and other consumer products, helping you monitor batches and address any quality concerns throughout the supply chain.
Where to place QR Codes on product packaging
When deciding where to place QR Codes on your packaging, focus on spots with high visibility to maximize customer engagement. Here are a few common options and what to keep in mind with each:
Primary packaging
Primary packaging is the container that directly holds the product, such as a yogurt cup or a lotion bottle. Adding a QR Code here makes sense since customers see it every time they use the product.
However, primary packaging often has limited space, especially for food products, which must display nutritional information directly on the product. That can leave little room for QR Codes or other design elements.
Secondary packaging
Secondary packaging is a box or container used mainly for in-store display purposes, rather than directly holding the product. For example, makeup products often come in decorative boxes designed to catch a shopper’s eye on store shelves.
Adding QR Codes here can effectively engage customers in-store and direct them to helpful online content via URL before they buy. However, keep in mind that many customers discard secondary packaging after purchase, which can limit future QR Code access.
Tertiary packaging
Tertiary packaging refers to the outer shipping materials used to deliver products, like a large cardboard box from an ecommerce order. It can be a strategic spot for QR Codes since there’s usually more space available than on primary or secondary packaging.
This extra room allows you to use larger codes with bold visuals and messaging to encourage scans. However, as with secondary packaging, many customers dispose of tertiary packaging after unboxing, which can shorten the QR Code’s lifespan.
What are the different types of QR Code packaging?
Many brands are seeing the value of smart packaging, which uses technology to enhance its functionality. QR Codes themselves are a form of smart packaging, enabling digital interaction with a product.
Brands often combine QR Codes with other technologies, such as:
- Connected packaging: Packaging that links to the cloud or other digital systems, often using QR Codes, NFC tags, or IoT devices.
- Intelligent or interactive packaging: Packaging that uses sensors or electronics to respond to the product’s condition or the surrounding environment. For instance, food packaging might include sensors to monitor quality while in transit.
- Active packaging: Packaging that interacts biologically or chemically with the product to maintain freshness or quality.
GS1 QR Codes are the future of product packaging
GS1, the global organization behind barcode standards, is helping the retail industry move from traditional barcodes to more advanced QR Codes, with mainstream adoption targeted by 2027.
GS1 QR Codes will pack multiple features into a single, scannable code. Customers can use them to access helpful product information, branded promotions, and engaging digital content, while manufacturers and retailers can retrieve pricing or supply chain details—all within one convenient barcode.
Use cases for QR Codes on product packaging
With the use of QR Codes on your packaging, there’s plenty of room to get creative and connect with customers in new ways. Here are some of the best ways to put them to work:
Inventory systems
Adding QR Codes to product labels or packaging can help you track inventory as it moves through the supply chain. Manufacturers, distributors, and retailers can scan a code on a box of products that links to an inventory tracking system, logging its current location. This is a great example of how transportation can use QR Codes to support product distribution.
After purchase, QR Codes also help with product authentication and traceability. For instance, a QR Code on a handbag label could link to an authentication page, supporting a secure resale market for high-value products.
Connected customer experiences
For tech products, QR Codes on packaging can integrate with the customer experience to make it more engaging and memorable. A single scan can launch a website with an augmented reality (AR) experience, provide access to interactive tutorials or instructional videos via URL, or unlock exclusive digital features tied to the product.
These creative uses help brands stand out, increase perceived value, and make customers more likely to interact with the product again.
Product information
QR Codes make it simple to share detailed product information without crowding a small container. You can link to ingredient lists, supply chain and sustainability details, multilingual user manuals, warranties, and more.
Providing this level of transparency builds trust and confidence in your brand. In fact, two-thirds of customers are willing to switch to brands that offer more in-depth product information.
Improved sales
Another option is to add QR Codes to your packaging that link to online sales initiatives. You could connect customers to limited-time offers or exclusive product deals. These incentives create a sense of urgency and motivate quick purchases.
QR Codes can also help promote or support in-person events—for example, using QR Codes for trade show navigation to direct visitors to a web page featuring a venue map.
Customer retention
When used strategically, QR Codes can help you build brand loyalty and encourage repeat purchases. For instance, you can link codes on your packaging to a loyalty program page, making it easy for customers to sign up, earn points, and redeem rewards.
Another smart tactic is using QR Codes in subscription boxes, allowing customers to check their subscription status or get a sneak peek at upcoming box items—adding value and keeping them engaged with your brand.
Customer engagement
Placing QR Codes on your product packaging can encourage customers to interact with your broader marketing strategies. For instance, you can link QR Codes to your brand’s social media profiles to grow your following, or direct customers to sign up for your email newsletter to stay connected with your latest news and offers.
Customer support
Packaging QR Codes can streamline the customer support experience. If shoppers have a question or concern, they can scan the code to reach your digital customer support center.
From there, they might explore knowledge base articles, fill out feedback forms, or connect directly with a support agent. For example, you might facilitate subscription box feedback with QR Codes to help improve product quality and customer satisfaction.
Best practices for packaging QR Codes in every industry
Follow these best practices to ensure your QR Codes make a big impact, no matter what you’re selling or who your audience is.
Add value with every scan
When adding QR Codes to your product packaging, think like your customer and focus on delivering a valuable experience. Depending on your audience, this could mean linking detailed product information, fun interactive content, or insightful articles.
“According to the Blue Bite 2022 Connected Products U.S. Consumer Trend Report, consumers seek a gateway into the world of these products,” says BlueBite’s Dave Rogers. “More than half indicated they would be more likely to buy a product if they could learn more by connecting via the packaging.”
He also points out an important caveat: “They seek relevance, and the best advice is to include a clear call to action. Inform consumers that scanning the QR Code will not take them to a static webpage they are uninterested in seeing. Instead, it will connect them to a personalized mobile experience they will derive value from, not only with the first scan but with continued visits.”
Use QR Codes to bridge online and offline
QR Codes help move customers from physical packaging to digital touchpoints. Focus on making this transition as seamless as possible.
“Including a QR Code that points to our specific information enhances the value of our packaging supplies,” says Payam Karbalai, Senior SEO Specialist for Trinity Packaging Supply. “Whether the objective is to gather customer feedback, promote social media accounts, offer additional information, or make it simple to contact customer care for a repurchase, QR Codes make marketing easier.”
Use Dynamic QR Codes for more flexibility
Dynamic QR Codes are a smart choice for product packaging because they’re easily editable even after printing. Unlike Static QR Codes, you can update the destination URL after the QR Code has been published. This allows you to refresh your promotions or linked content without the cost or waste of reprinting packaging.
Track scans and analyze performance
After you launch your new product packaging, use Bitly Analytics to track your scan performance. “Leveraging analytics is one of the best aspects of a QR Code on product packaging,” says Karbalai. “We check data of all kinds, including how many times a certain product is scanned via the Code on the box and its location.”
Use QR Codes that support small business differentiation
SMBs can use QR Codes to stand out from the competition and drive customer engagement. They’re cost-effective and easy to implement, even with a small team.
“The advantages of QR Codes aren’t just for large corporations,” says Karbalai. “Small and medium-sized businesses often struggle to stand out in an oversaturated market, but that is over with QR Codes. Link your customers with more of your product line, and monitor performance based on the scans.”
Follow technical best practices
To make sure your packaging QR Codes work properly, keep these technical guidelines in mind:
- Use the right size: QR Codes should be at least 2×2 cm, or 0.8×0.8 inches, for reliable scannability.
- Choose the right file type: Vector or bitmap formats like JPEG or PNG work best for scanning.
- Optimize for mobile: Since customers will be scanning QR Codes with their smartphones, make sure your landing pages are mobile-friendly.
- Test before launch: Confirm your QR Code scans properly on a variety of devices, including both iOS and Android.
- Retarget scanned users: Leverage Google or Facebook’s retargeting tools to send follow-up ads to people who have scanned your QR Code.
Customer-focused QR Code best practices
QR Codes should enhance the customer experience and positively reflect on your brand. Follow these best practices to ensure your codes work well for every audience.
- Add a clear call to action (CTA): Place persuasive text near the QR Code to encourage customers to scan. For example, “Scan to unlock an exclusive offer” is more enticing than a generic CTA like “Scan me.”
- Make the scan worthwhile: Link to content that delivers genuine value, such as a reward, exclusive offer, or helpful information.
- Communicate the value: Include copy on your landing page to explain what customers will gain by taking action.
- Instruct on scanning QR Codes: Not everyone knows how to scan, so include brief instructions to help guide them.
- Minimize the steps: Make it as fast and seamless as possible for customers to reach the content you want them to see.
How to create a QR Code for a product
Here’s a simple step-by-step guide to using a QR Code generator like Bitly.
- Sign up for a free Bitly account, or log in if you already have one.
- Select the blue Create new button in the top left corner, then choose QR Codes.
- Enter the Destination URL, and optionally add a Title and Custom back-half (if available in your plan).
- Customize your QR Code by adding your brand colors, uploading your logo, or choosing from available social media logos (if available in your plan).
- Select Create QR Code, download it in your preferred format (JPEG, PNG, SVG), and place it on your product packaging.
Efficient and advanced QR Code marketing with Bitly
QR Codes have transformed packaging from a simple protective layer into a powerful digital engagement tool. They let customers instantly access product details, loyalty rewards, sustainability information, and even interactive experiences—all with a quick scan. When thoughtfully designed and implemented, QR Codes can build trust, streamline customer support, and drive long-term loyalty.
Bitly makes it easy to power these experiences with custom QR Codes that match your brand identity, plus built-in tracking and the flexibility to update destinations even after printing. Combined with Bitly Links and mobile-friendly Bitly Pages, you get a complete toolkit for managing your product packaging’s digital touchpoints.
Want to elevate your packaging strategy?Sign up for Bitly today to start creating QR Codes that deliver memorable, connected customer experiences.
