It's official, QR codes are boring as they evolve from novelty to essential business infrastructure
41% of consumers scan or tap product QR/NFC several times a week or more and 68% are likely to choose a connected brand over non-connected, according to research from io.tt and its partners GS1 UK, Pragmatic Semiconductor, Eurostampa, r-pac, and Team Creatif.
1,500 people were surveyed for this, 500 from the UK, 500 from the US, and 500 from India, along with 750 marketing leaders across those three countries.
The research flags how QR codes and NFC have quietly evolved from a novelty into essential business infrastructure, underpinning global efforts in compliance, traceability, and consumer engagement.
80% consumers are likely to buy from brands that use QR/NFC to improve transparency, 41% scan product QR/NFC several times a week or more, 68% are likely to choose a connected brand over non-connected and 49% would pay more for connected products.
On the enterprise side, 92% of companies already claim to be using connected packaging, and 95% plan to increase roll-outs over the next year.
.“QR codes are boring - and that’s great news for the industry,” says Cameron Worth, Founder at SharpEnd/io.tt. “They’ve gone from innovation to infrastructure, from a marketing trick to a serious business tool. Every product will soon need one, and every regulation expects one. The scan is just the start; what happens after is where the real magic happens.”
“NFC is unlocking the next generation of connected experiences. It feels instant, human and valuable - and with new chip formats and materials, it’s finally becoming scalable. We’ve been building towards this moment since our first NFC project in 2016.”
2025 RTIH INNOVATION AWARDS
QR codes and NFC were a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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