The rebirth of the QR code: pandemic fad or technology reinvention?
By Amber Pinnock
QR codes have experienced a surge in popularity during the pandemic. In this week’s article, we explore the history of the QR technology, and how the pandemic might have helped turn it from a reluctantly-embraced innovation to a much welcome solution to keep interactions sensory in a touchless world.
Originating in Japan in the mid-90’s, ‘Quick Response’ codes were primarily designed to track vehicles in the automotive manufacturing process. They experienced a surge in popularity with the advent of smartphones, however the excitement was brief. The technology was deemed difficult to use, and QR codes were on the brink of becoming obsolete, until the need for touchless interactions was brought forth by COVID-19.
Already a two dimensional-technology, QR codes may have arguably come to be seen as even more utilitarian in the last year thanks to being used not only for food orders but also for contact tracing in the UK, US and beyond.
So what’s next for QR codes? Could it be possible to breathe new life into this old technology, and create a more personalised experience? We think so, and have seen encouraging examples, even during a pre-pandemic era.
In 2018 dotdotdot, an entertainment company, curated an immersive experience called ‘Somnai’ — a sleep clinic exploring lucid dreaming. Combining the experience with augmented reality, consumers were invited to buy drinks which arrived on ‘special’ coasters. By downloading an app and hovering one’s phone over the coaster, the drink came to ‘life’ and morphed into creations that changed as the individual consumed the drink.
A similar type of interactive experience is offered at a creative cocktail bar chain, ‘The Alchemist’, in the UK. Priding themselves on providing theatre to their consumers, The Alchemist launched an augmented reality cocktail menu in 2019. Consumers are invited to download their curated app to experience a new way of drinking cocktails.
Delving into the world of fashion, Diesel have used QR codes to connect with their consumers and create transparency to combat counterfeiters. Attached to their denim jeans, a QR code label is used to verify authenticity. Teaming up with global brand Certilogo, Diesel reported that shoppers from 70+ countries have used the platform to authenticate items.
Other brands have been taking a step away from QR, and further towards re-imaging touchless experiences for a post-pandemic world.
Earlier this month, Gucci released a collaboration with The North Face, which enabled select customers to virtually try on Gucci clothes as part of a trial. Additionally, a gaming aspect was revealed, as the collection was also available in-game for avatars in Pokemon Go.
Similarly, Nissan in Australia unveiled an experiential campaign, which relied on gesture-controlled touch screens. Nissan asked people to ‘pack the boot of a virtual Nissan Vehicle with everyday family household items’. Families were able to pick from the beach, camping, parks and city trips.
Why is this interesting to Kitchen8? Whilst the touchless, QR-enabled consumer experience reality can often feel uninspiring, it is also an invitation for brands to stand out by designing more innovative and personalised experiences. This can come in the form of businesses re-imagining QR, or going beyond the QR technology to create brand-new sensorial opportunities.
