Juniper Research predicts second coming of QR codes

The number of QR code coupons redeemed via mobile will reach 5.3 billion by 2022, up from an estimated 1.3 billion in 2017, according to Juniper Research.

The use of QR codes to deliver coupons and discount offers will increase substantially, as in-built QR functionality on mobile devices drives usage, with Apple leading the way. Recent changes by the company, to include QR code reader functionality as part of the camera application on iPhone devices, has lead Juniper to predict that over one billion mobile devices will access coupons through QR codes by 2022. It comments: “Apple’s addition of QR code reading facilities directly addresses a major barrier for use in Western markets. The lack of an in-built reader had been a hindrance, with consumers needing to download a separate QR code scanner app.”

Retailers are set to take advantage of an increasingly receptive audience. For example, Target has announced a QR code-based payments system to scan offers directly to their device stored payment cards, which can then be scanned at checkout for instant payment. Meanwhile, mobile enabled loyalty cards are on the rise, with nearly four billion cards set to be active by 2022, up from two billion in 2017. Growth will be aided by digitalisation of offers, alongside newer, innovative technologies being applied by retailers. According to Juniper Research, chatbots and voice assistants are major driving factors in delivering consumer loyalty, with these programmes aiding in delivering recommended offers and incentives, as well as addressing any customer queries. However, teething problems such as misunderstood queries or incorrectly recorded information risk alienating users.