QR codes for retail stores

Codes that help people decide

• Shelf talkers. A small sign beside a product line, with a website QR code to the product page: specs, care instructions and customer reviews.
• Size guides. A code by the fitting room or on the hanger that opens a size chart with real measurements.
• In-store offers. A page with an offer only for people standing in your shop. It gives shoppers a reason to scan.
• Loyalty sign-up. A code at the register that opens the sign-up form, so the line doesn't stall while someone spells their email out loud.
• Back in stock. When a size sells out, a shelf tag with a code to the notify-me form on that product's page.

Window shopping after hours

Your shop closes at six. Your window display keeps working all night. A code in the window, around 10 cm (4 in) wide and at eye height, can open a page with the items on display or your online store.

When you change the window, change the page. The code stays put. Mount it flat against the glass, facing out, and check it at night under the streetlight. Reflections are the usual reason a window code won't read. Use a dark code on a light panel, too. White codes on dark glass are inverted, and some phones can't read them.

Where to place them

• Shelf edges and end caps, 2.5 to 3 cm (1 to 1.2 in) square at chest height
• Fitting rooms, for size guides and loyalty sign-up
• The register, for loyalty and the newsletter
• The front window, facing out
• Bags and product packaging, for care guides and reorders

Receipts and returns

Print a code on receipts that opens your returns policy and order help. Fewer people come back to the counter unsure whether they can return something, and the ones who do already know the window. A second code for reviews or loyalty is fine. Stop at two.

What to avoid

• Sending a product code to your homepage. The shopper wanted that product, not a search box.
• Codes at knee height or under a glossy sleeve that catches the lights.
• Product pages that crawl on a weak signal. Many stores have poor reception inside, so offer guest WiFi or keep pages light.
• A code on every tag. A shelf sign per product line does the same job with far less printing.

The codes made here are static, so they can't report scans. If you want to know which shelf sends the most visits, add a campaign tag to each link and read it in your website analytics. The static vs dynamic guide explains the tradeoff.

Try it on one shelf

Pick the product your staff answer the most questions about. Make a shelf talker with a code to its page, label it See reviews and specs, and put it out this week. Then ask your team whether the questions dropped.